Impact of technology on customers (Using the example of Sony Essay

Impact of technology on customers (Using the example of Sony Corporation) - Essay Example New product introduction (NPI) is an effective product launching strategy that enables the companies to overcome competitive pressures, cost challenges, and increased customer expectations. The rapid development of technology has assisted industries to implement the NPI program more effectively. Generally, a new product introduction program includes four major steps such as initiation of the project, development of business plan, execution of project, and conducting of gate reviews. Technology has greater influence on each of these phases. The first phase of the NPI process includes resource planning and trade off studies which are essential to identify potential outsource and offshore development opportunities (Benchmark electronics). For this purpose, organizations like Sony Corporation depend on highly developed information technologies including the internet. In the business plan development phase, technology has assisted the Sony to evaluate market opportunity, market risk, and other technical risks; hence the company could deliver effective services to its customers by understanding the main business issues behind product launching. Sony Corporation updates project costs and other project parameters in the project execution phase. Technology plays a significant role in the updation of projects parameters and development of deliverables for the next phase. Conducting gate reviews, the final stage of the NPI project makes sure that predefined conditions have been achieved and hence the project development is on track. In short, Sony Corporation greatly depends on technology in order to carry out its new product implementation programs effectively, and this practice in turn provides larger benefits to ultimate customers. Ways that added value from new technology Global organizations like Sony Corporation get ranges of benefits from the fast growing technology. The Sony has an online network presence in several formats. For instance, one of the companyâ€℠¢s websites offers different information on its products and services. This website also provides information on corporate applications for its product and service offerings. Similarly, the company provides a Sony Card and PlayStation Card to its customers with intent to allow them in earning redeemable points while they purchase the company’s products and services. Sony’s Rebate Zone website gives rebates by mail following the purchase of a Sony HVR-V1U HDV Camcorder or a Sony HVR-DR60 Hard Disk Recorder/Player (Sony marketing mix). The company’s expenditure of over $5 billion in 2009 can be directly attributed to its focus on research and development (R&D) activities. In addition, the focus on R&D has aided the company to launch technologically improved products in the market. For instance, the introduction of BRAVIA, ZX1, VAIO P series of notebook computer, and the Cyber-shot HX1 compact digital camera can be attributed to the company’s increased conce ntration on R&D activities. This practice also enables the company to revise its product base periodically. It is clear that R&D activities are largely based on wider application of modern technology. As a result of the faster technological development, the company is able to offer improved services to its customers. Support plan for customers Sony Corporation is a global company that daily deals with millions of customers. Customer satisfaction can be completely met only if customers are provided with effective after sales services. In order to effectively answer various customer queries, the company must apply improved modern technology. Firstly, it is advisable for the company to establish an effective customer care system that offers 7/24 hours’ service. In addition, the company can offer toll free services to its customers for interacting with its customer care. From its past experience, the company knows what would be the common questions that an average