Abstract
Sony first launched its digital photo frame products back in 1999 but withdrew
from the market in 2001 on poor sales performance. After a few years of
inactivity, Sony once again tapped into the market and unveiled three S-Frame
digital photo frames at PMA 2008. However, the current digital photo frame
market, following years of development, features a high level of
standardization and little entry barriers for newcomers. As a result, digital
photo frame brands abound in the market, and price competition is fierce. This
report looks into Sony' s reentry into the market and the company' s strategy to
make a difference. Also, Sony' s ways of shaping and positioning the S-Frame
products will be analyzed as well.
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