Sony Corp will take the plunge into the personal computing market before year-end by leveraging its reputation as a consumer electronics vendor. Sony says it decided to launch a line of PCs this year because it believes users have reached a point at which they want computers which converge audio, video and other technologies in a single machine for the home which is more than a business PC. Sony will demo its new Intel Corp Pentium line at PC Expo June 17-20 in New York City. It promises to sell them at a slight premium similar to our other electronics products – we aren’t aiming for a $500 PC. Sony already offers a line of monitors and other peripherals. Sony formed an Information Technologies of America division in San Jose, California, last month to house its PC line and some related electronics. Sony will ship the new line the US initially but eventually market them worldwide. Despite deteriorating margins in the already crowded PC market, Sony claims its reputation with consumers, its established retail and reseller channels, and the popularity of Pentium will give it a long-term future in the PC arena.
