Sony in the Connected Television Domain

• Objective: Explore the connected television industry through the lens of Sony
• Process: Semester long iterative process with my professor including ideation, exploration of quanitative and qualitative research approaches, and development of project culminating in a presentation and white paper, both of which can be found below.
• What I learned: The connected television is a highly prosperous industry and is projected to grow significantly more in the US in the years to come. While Sony products have similar price ranges with their competitor Samsung, the significantly lower market share and presence may be tied to the products themselves or the brand itself. Further diving into brand identity and recognition may be core to understanding the success of Samsung over Sony.