How did Sony manage to ‘snatch defeat from the jaws of victory’? So, it’s only natural that by the turn of the century Apple, a computer company, invented the iPod, which spawned the iPhone and flipped the portable music space on its head. What? Yep, whilst Sony had the brand and all the ingredients to continue its domination into the 21st century, it got disrupted – BIG TIME! Sony Music owned the rights to the content. All the big names were on their books and they had a global distribution strategy to match via their own stores and 3rd party channels. Sony was dominating, and it wasn’t just the miniaturisation and portability of the hardware. The Discman was uber cool. It came in different styles and colours. The housing of the CD got slimmer over time. The sound was crisp. You either had one, lied and said you had one or made sure you buddied up to your friend on the bus that had one in the hope that they would lend you an earphone, so you could listen and bounce to the beat together. It fundamentally changed the way we enjoyed music. The shackles were off. We were no longer confined to ‘the room where the radio was’. Michael Jackson, Madonna, Prince … all sat comfortably (somewhat) in our pocket.įast forward to late 80’s and we had a replacement to the cassette tape – the compact disc aka CD. CD’s were slim, allowed for more storage and most importantly allowed us to let go of analogue and step into the world of digital. Sony began to realise the potential of the CD, and their execs pushed for a means to provide an even better experience for mobile listeners. Cranked it up to 11 and got your groove on … yep, those were the days.Pressed the rewind button and waited till the strip of tape came back to the original position (who remembers listening to the tape wind back and hearing that satisfying stop which meant it was time to party?).Pressed the eject button to open the cover of your Walkman.Grabbed your favourite tunes that were on your analogue cassette tape. For the millennials out there, the Walkman was released by Sony in the late 70’s, caught on in the 80’s and for the first time ever, music and mobility came together. You simply:
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