The 7th China International Import Expo was held as scheduled in Shanghai from November 5th to 10th. Renowned brands from around the world gathered at the National Convention and Exhibition Center (Shanghai). As a globally renowned multinational consumer electronics, entertainment, and financial services provider, Sony Group also showcased multiple virtual reality, artificial intelligence, and image sensing products at the expo.
We have specially designed a display content at the CIIE this time, where visitors can experience shooting and creating their own 3D virtual images through a 360 degree studio, and use their virtual images to play interactive games. "Sony China Vice President and Director of Sony China Research Institute, Gan Xiong Takenaka, said in an interview with Southern Finance and Economics All Media that the exhibition content of this CIIE combines Sony's cutting-edge technology and local content creativity, and we also hope that Chinese creators can use such technology to create more excellent products.
It is reported that during the CIIE, Sony also released the "2024 Sony China Sustainable Development Report". The report states that Sony, as a creative entertainment company built on a solid technological foundation, helps upgrade China's creative industry, promotes sustainable development, creates and delivers more emotions, and contributes to China's high-quality development.
Combining cutting-edge technology with localization
At the Sony Expo brand launch event held in 2023 in Sony China, Sony released a development vision that inspires inspiration and passion, and collaborates with dream chasers to create moving experiences. It is reported that the floor tactile feedback technology and virtual image capture technology showcased at the CIIE booth will also be explored together with Sony's Chinese business unit and partners to explore more experiential ways and application scenarios.
Sony's characteristic lies in its combination of hardware and content products, as well as entertainment products. More than half of the sales of the entire Sony Group come from the entertainment business, "said Yasushi Nishioka, General Manager of Sony's China Brand Promotion Office and Chief Creative Producer of the company's projects. Currently, Sony plans to strengthen collaboration between various business segments to further empower the company's development.
He said that in addition to Sony's own efforts, stimulating the enthusiasm of local creators is also the most important factor for business development. Its key points lie in three aspects: first, Sony has developed unique cutting-edge technologies; second, it has realized localization of its own production and marketing; and third, it has combined technology and creative ability to create a unique experience.
Taking Sony's new project exhibited at the CIIE as an example. It is reported that this is the first time that floor tactile feedback technology has been introduced to China. The principle of this technology is to use floor vibration to provide different sensory experiences for the human body when in contact, such as walking on water, falling leaves, ice and other scenes.
We hope to introduce this technology to China while also achieving localized applications and collaborating with related entertainment industries, ultimately presenting a more immersive and creative experience for the audience. "Takenaka Kano said that Sony is open to technology research and development and hopes to use this technology to collaborate with more creators to create more innovative experiences.
Dual promotion of research and development applications
Although the exhibition effect of this CIIE shows that the application of the two technologies has reached maturity, Ganxiong Takenaka still pointed out that Sony still has a lot of work to complete from technology to practical scenarios, and even to the formation of complete product or service solutions.
As far as floor tactile feedback technology is concerned, its popularization and further research and development are indeed the main challenges we face. "He admitted that the concentrated scenarios currently presented are customized, and the types that can be imitated are still limited. However, as the technology attempts to simulate tactile waveforms continue to expand, the technical team and developers' understanding of its working principle is also deepening.
In addition, Sony is also building a similar database based on the tactile waveforms that can be felt by human skin. With the continuous improvement of the database, there is no longer a need for customization, but the desired tactile experience can be achieved by calling on existing waveforms. This process requires more creators to constantly experiment with Sony, enrich the database content, and ultimately accumulate more materials for content creation. The two complement each other.
Empowering creators with more space to unleash their imagination and creativity through innovative technology, and improving the technology itself through its innovative applications and scenarios, is the goal that Sony hopes to achieve at the CIIE exhibition, and also an important way for its business expansion in China.
Takenaka Ganxiong mentioned that taking AI technology, which is currently receiving widespread attention, as an example, many of Sony's sensor modules have already been equipped with AI functions, and consumers can actually experience Sony's AI capabilities. In addition, including the two technologies showcased this time, virtual image capture technology is currently attempting to use AI to reduce the number of cameras required, while obtaining corresponding images in real-time and high definition, in a more cost-effective and convenient way.
Sony also has its own understanding and planning for the combination of future AI technology and hardware devices.
Takenaka Ganxiong stated that the most promising application direction for AI in the future is in the field of robotics, and this approach can better apply AI's capabilities to the real world. Currently, Sony is promoting related trials of equipping large model robots in areas such as assisting people with disabilities.