I was reading an article the other day on how Sony was attempting to gain a greater position in the Apple market, with the introduction of new technology centering around media friendly products such as e-reader devices, smart phones, and online applications. It’s more an expected play at this point, since this technology is a major growth area with consumers. It makes sense that corporations looking to stay relevant would be required to keep up with this trend. Still, it’s a significant change in direction for a company that has lived at the forefront of technology for a long time as it means they are behind the times and trying to catch up.

As a company though it really brings to light some of the paralells that Sony has with it’s competition. Both have made their reputation through marketing media devices: computers, netbooks, LCD screens, and so forth. Both have had turns at greatness: Apple with the invention of the iPod, Sony with the now aging Walkman brand. Both are big players in the patent wars. And both are known for their quality and style. When you think of the best of something, 9 times out of 10 you think either Sony or Apple. It’s just the way the world works.

The biggest difference comes when you look at the size of the two companies…Apple is still considered a niche home entertainment corporation operating out of California, while Sony operates both in Japan and the United States spanning the world with a universal global brand. It’s a little intimidating to say the least, yet this little upstart Apple has made a pretty significant dent in Sony’s market share. So what does that mean for Sony? And how can they fix the problem?

It’s not like Sony hasn’t had competition before. They eventually beat out JVC in the video wars, and the original Playstation was an obvious success over the long standing dominance of Nintendo in the 90′s. Even in recent years, it was Sony that won the HD DVD wars with their introduction of the blu-ray player. But Apple is a little bit different company than they’ve had to deal with in the past, and the solution is going to have to be a little different as well if they want to make it work in the new world model.

Apple is a company that attaches itself to it’s consumers and won’t let go. It not only meets the needs of it’s customers, but dictates what the market wants, and in so doing Apple wins by always staying one step ahead.

Enter Sony. What do we do now?

The truth is, Sony has to not only meet Apple’s standards for excellence, but also is challenged with breaking their niche on the marketplace. While they may not be able to flat out beat Apple in their own niche, there is definitely room for them to carve out a name for themselves in their own by capturing their audiences attention in new and significant ways. And while I don’t have all the answers as to what those ways are, Sony has mentioned combining gaming PSP architecture with other media devices such as wireless phones and e-books as their launching point, their is definitely room to grow.

What I’d like to see from Sony is a new direction. Not necessarily something new, but something that veers off from the norm some, transcends its roots, and something that blows my mind a little bit in the process. And it has to make sense in my life, not just a silly gimmick for me to ooh and ahh at, but a major grass roots ideation that takes the public by storm. I know it’s a lot to ask from a global juggernaut, but I figure I’m owed that much.