1. DG504 BLOCK 1 Josje Wijnen Bernadette Bijkerk Rens van Deurssen
Emin Sinani

2. Sony Walkman Concept description End user desire
A portable device to listen to high quality audio aimed for outdoor use. (Aimed for walking, cycling)
End user desire
Favourite music outdoor
High quality
Listening alone (or with 2 people)
Expressing yourself

3. 18 Versions of Walkman 1. 1979 Name: Sony Walkman SRF 35-W
Name: Sony Walkman SRF 35-W
Characteristics: Cassette based walkman
1981
Name: Sony WM-1
Characteristics: lighter, supported metal tape. Attention to design and sound quality.
1983
Name: WM-20
Characteristics: got AA batterythe cassette was placed horizontally, size is small.
1984
Name: Sony discman D-50
Characteristics: Uses CDs.

4. Versions of Walkman 1985 Name: WM-101
Characteristics: got a rechargeable battery. Had weight of 200gr.
1989
Name: Sony GV-8 Video Walkman
Characteristics: It played video 8 format videos.
1990
Name: TCD-D3
Characteristics: used DAT-cassettes & lightweight
1992
Name: NT-1
Characteristics: digital micro-recorder using ultra compact tapes.

5. Versions of Walkman
Name: MZ-E50 Characteristics: smallest and lightest walkman Name: D-E01 Characteristics: featured a skip-free playback mechanism Name: Sony Minidisc MZ-N1 Characteristics: plays Minidiscs: miniaturized CDs. Featured high-speed transfer music data from PC to Walkman Name: NW-MS70D Characteristics: featured Duo memory stick, 256MB flash. 19

6. Versions of Walkman 2004 Name: Sony Walkman NW-HD1
Characteristics: 30 hours of playing music.
2005
Name: NW-A3000
Characteristics: first Sony walkman which supported MP3 files.
Name: Sony Walkman XDR-M1
Characteristics: he could receive Digital Audio Broadcast
2006
Name: Sony Walkman NW-HD3
Characteristics: hard disk based walkman. 19

7. Versions of Walkman 2008 Name: Sony NW-A800
Characteristics: MP3 player combined with video.
Name: Sony Ericsson W900i
Characteristics: MP3 integrated in mobile phones under the brand name Sony Ericsson 19

8. Competitors Philips JVC Panasonic (also cooperation) Toshiba
Apple (iPod)
Sears
JC Penny
Radio Shack

9. Market Share
Sony looses market share (Toshiba & JVC improved Sony’s technologies)
1979-early ’80
Sony got real competitors like Sears. Due to new innovations like increasing the sound quality Sony came back in the market
1983
Walkman becomes hype and Sony’s market share increases a lot
1985
Cooperation with Panasonic increases market share again
1992
Sony has 38,5% of the market share. Sony bought the American Colombian Pictures and got 20% of the American market too.
1993
Sony brought the Minidisc walkman. Sony stays in the market. But not that long.
1999
From this year other brands like Apple walk into the market and gained a big market share by their MP3players.
Sony’s market share is gone.
2008
Nowadays Sony tries to gain market again by launching new mobile phones with MP3 function.

10. Development over time Walkman

11. Development over time Walkman

12. Development over time Walkman

13. Functions and selling points
1979
Fitment of a stereo tape head
Removal of recording button and speaker
Hotline function
Double volume control
Multiple headphones
1981
All keys released when lid opened
Hotline on headphone
Simple stereo volume control
Attention to Design / Color / Styling
Plastic Belt Holder
Small
1982
Record
TPS-L2
WM-2

14. Functions and selling points
WM-7
1983
Pressed Metal Case
Logic buttons
Remote
Auto-reverse
Dolby B noise reduction
Led for tape direction and battery indicator
Hold Function
Play all kinds of cassettes
1984
Splash proof
In ear headphones
WM-10
WM-F5

15. Functions and selling points
WM-36
1986
AM/FM Tuner
A five band graphic equalizer
1987
Solar charging
Rechargeable batteries
1988
Alarm Clock
Radio Presets
Mega Bass: Bass Control
WM-F107
WM-B39

16. Functions and selling points
1990
My First Sony: child version
Loudspeaker
Volume limiter
1995
AMS: Automatic music search
Logic controlled
1996
Very long battery life
WM-3000
WM-EX618

17. Thank you for your attention