The main official Sony website is very sleek and professional looking, with a colour scheme of blue, silver and white immediately making connotations towards modern technology. The content of the front page is minimal, with the whole page providing links to the numerous different sections of Sony's vast corporation. To keep the layout simple, all links have been put under a select few main categories, e.g. “Hear” for all music and audio news and information, and “Playstation” occupying anything and everything to do with the different consoles and their related news. These sections can then be hovered over with the mouse, or clicked on to be expanded, giving more detailed options. Once expanded, the rest of the page content then moves to accommodate this, giving the website a very interactive and flexible feel to it. There are 2 different types of categories. A line across of the top of the main window advertisement contains the more institutional sections, with “Register” and “Electronics” among others. The few sections below the advertisement however, are labelled like the 5 senses, using only imperfect verbs – “See”, “Hear” and “Play”. These 3 words are able to sum Sony up very well, as each represents a different part of the massive company.
The majority of the page is devoted to a new Sony product, often with large, impressive pictures to catch the viewer’s attention. This product changes whenever the Sony homepage is refreshed, meaning that many products get a moment in the spotlight instead of Sony having to focus and promote just one. When considering the extreme size of the Sony institution, this rotation scheme works very well as new technology is being designed and made by manufacturers all over the world. There is also an optional grow section for this chosen product, allowing the audience to read a short one sentence summary of what the technology is – working like an interactive advertisement.
Overall, the website is very vague, with the plain colours and straight-forward linking not appealing to any specific audience group. This is because Sony’s products are bought by everyone, and thus the website must reflect the neutral nature of the company. There is also a function called the ‘Geo-filter’, which allows the site to direct users to their own country’s Sony website. This is useful when it comes to bandwidth usage, allowing for the division of the audience into smaller groups, and so letting the sites run at reasonable speeds. It also means that Sony can adjust their internet advertising in accordance to when certain products are released in different countries.
Key concepts:
- Non-linear- Interactivity
- Convergence
- Vertical integration
- Fragmentation
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