Sony—Customer Oriented Value Creation

  • Satoshi Tsujii
  • Michitaka Kosaka


It has been difficult to maintain a competitive advantage only by enhancing the performance of products or their functions due to the commoditization of electronic devices and information equipment. Moreover, such electronic products have been important in providing services through the Internet. Therefore, servitization that takes into consideration customer values is important for the business success of products, especially in the electronics and information equipment industries. Apple is a successful example in such industries and it has provided music services by combining its iPod products and iTunes music distribution services. Before Apple’s iPods and iTunes appeared, Sony had been doing admirably in business by providing the well-known Walkman all over the world. However, Apple continued to provide high-quality music services in the Internet environment by combining high-tech/compact iPod products and smart iTunes music distribution services, which deprived Sony of its market share. Smartphones have recently been spreading throughout the world and the combination of high level technology of information products and superior services has become increasingly more accelerated.


Video Data Video Data Format Internet Environment Service Dominant Logic Service Science Research 
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Copyright information

© Springer Science+Business Media Singapore 2016

Authors and Affiliations

  1. 1.School of Knowledge ScienceJapan Advanced Institute of Science and TechnologyNomiJapan

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