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Sony defines itself as an entertainment company that develops and delivers quality products to enrich audio visual experience.
Sony has used various means over the years to bring its message to consumers while constantly innovating its communication with brand values such us entertainment, emotion, quality, service.
In this sense, concrete actions such as the establishment of the Golden Guarantee and a network of authorized technical service centers have allowed Sony to be consistent in its quality message and thanks to the opening of the first Sony Center in 1990 we have been able to bring the products and the user experience closer together.
Sony Center stores display and sell virtually all products developed by the company. We have also begun to spread this message through the stores of our retail partners, through the Sony Experience corners, as a store in store.
Another important tactic over the years has been the development, in conjunction with new technologies, of sub-brands that support and diversify the message, such as Minidisc, Walkman, Trinitron, Wega, Bravia, Betamax, Handycam, PlayStation, music publishing, Sony music and many others.
Sony has always defined itself as an industry leader and has positioned itself as the brand for Premium products in each category. Regardless of this, the development of product categories as diverse as PlayStation, Walkman or VAIO and the massification of consumer electronics have brought Sony closer to different and very transversal segments of the population.