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Time to innovate, says Sony

Masahiro Soga, senior GM, Marketing Division B2B Solution Group at SonySony Middle East has urged businesses and organisations in the region to embrace its technologies as the company charts a new course for its professional integrated visual communication and digital signage products.

The call was made at the Sony Technology Showcase Forum held in Dubai under the theme “You and Sony Today, Tomorrow and the Future” organised in partnership with Network World Middle East and Computernews Middle East at which senior business executives from the region attended.

The vendor used the forum to exhibit and demonstrate some its products and innovation in the latest technologies in areas relating to IP video surveillance, integrated visual communications, high resolution projection, digital signage and digital imaging and video in the healthcare industry.

Delivering a keynote address to a niche audience comprising over 80 C-level executives from various businesses and organisations across the Middle East region, Masahiro Soga, senior GM, Marketing Division B2B Solution Group at Sony, said as the synergy between Sony’s B2B IT products and B2C consumer products becomes more pervasive, it is vital for business to embrace Sony’s latest technology and business trends as doing so will take their businesses to the next level.

Soga said as newer technologies such as HD, Telepresence and digital signage become more mainstream and steadily gain wide acceptance and usage, there is need for businesses to start innovating with these technologies. “Certainly from a Sony point of view, the company has continued to innovate and will continue on this path for the future,” he said. “It’s therefore vital that as we move forward on this innovation path, we would like you our clients to join us on this journey.”

Soga emphasised the importance for companies to innovate within their business environments as doing so would ensure that they stayed at the forefront of technology advancements in their organisations. “With the wide acceptance of technologies such as HD, digital signage, Telepresence, video conferencing, and high resolution projection, it will be sooner rather than later that industry standards are widely adopted,” he said “We are urging you to be a part of these technology advancements.”

And speaking during an expert executive panel discussion titled: “Tech Trends in Integrated Visual Communications”, Nuno Martins, GM European channel manager IPELA-IT Value Add Professional Solution at Sony acknowledged that while Sony has made huge strides in developing integrated visual communication solutions such as video conferencing and Telepresence solutions, the high cost of bandwidth was still the main barrier for most organisations to adopt these technologies.

Martins is optimistic that in two to three years time, the cost of bandwidth in the region will have come down and this should spur the growth and adoption of video conferencing and Telepresence solutions.

He explained that video conference solutions have grown by 20% year-on-year and where largely being implemented in the financial, education, justice and health sectors within the region.

However, Martins pointed out that despite Sony and other vendors playing in the Telepresence space inventing the most advance solutions, the uptake of these technologies has been slow not because the technology is inferior but largely due to bandwidth costs and restrictions in the Middle East region.

He said Sony will continue to develop technologies that assist companies to achieve their goals. “We would like to see you innovate and invent your businesses with us by embracing a range of our integrated solutions we have in our stable,” he concluded.

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