n a world where media markets are increasingly diverse and volatile, broadcasters and content producers are ever more cautious about big, up-front expenditures and
long-term commitments. The ability to pivot quickly, test business strategies and distribute across new outlets and platforms has become essential. In this environment, navigating your media technology strategy is not something you want to do alone. There are a lot of variables, and opportunities, that require good guidance to make the most of them. Recognising this need, Sony is embracing a fresh way of working with customers that puts solutions and collaboration front and centre. Years of experience in serving media companies, combined with its new cloud services portfolio, mean Sony is in a unique position to help shepherd companies with a growth mindset into new and better ways of making and delivering content. COLLABORATION ”Sony is a very good partner for clients in an environment where there is a high degree of change,” explains Tim Felstead, product and solutions marketing manager for Sony Professional Solutions Europe. “There’s high potential for new technology. But I’d like to encourage customers and salespeople to have a conversation; not about the technology, but about the business.” Sony always aims for collaboration with its customers, helping some of the biggest media producers in the world innovate solutions. But active listening has become a deliberate part of Sony’s strategy. Drawing out
a client’s real requirements, through dialogue about the job at hand, allows Sony to not only fill the brief, but anticipate needs and offer solutions or strategies they might not have even considered. This wealth of past experience, plus renewed receptivity to customer requirements, means Sony partners have a formidable knowledge base to draw on. And, as companies start to move more into the cloud, Sony will be able to offer them a solid road map. “We don’t just have amazing product specialists in hardware at Sony, but also great software and
cloud knowledge,” says Khan Odza, Sony’s solutions marketing manager for Europe. “People don’t want to put a big investment in cloud up front. After surveying customers on what would be ideal for them, we discovered they want to start with a small investment, trying different microservices. If it works, then they will scale up.” AGILITY “I’ve been told that SDI is going to be gone in five years – for the past 20 years,” says Felstead. “What is possible in software, and cloud, is still going to be bandwidth and processor limited. There are certain things you simply cannot do without having some form of hardware support.” Certainly, broadcast technology is always changing, but that doesn’t mean it’s all progressing forward in a neat, linear way. Over the past couple of years, we’ve seen a leap forward into cloud and remote working, which many people figured was still a few years off. At the
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PEOPLE DON’T WANT TO PUT A BIG INVESTMENT IN CLOUD UP FRONT. THEY WANT TO START SMALL, TRYING DIFFERENT MICROSERVICES. IF ITWORKS, THEYWILL SCALE UP
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