Takao Kuroda, President of Sony Philippines and Horoyuki Oda, general manager of VAIO Asia Pacific, each proudly hold the newly launched VAIO X laptop, the first offer of Sony Electronics for the Sony Group's unified make.believe campaign.

Defined by the “make.believe” philosophy, Sony recently introduced its new lineup of VAIO personal computers (PC) brand with emphasis on design and interface with digital media and communications technologies.

“The VAIO has always been known as a laptop that evokes feelings of prestige. With our new line-up, we wish for our consumers to realize that prestige lies in the pursuit and achievement of their dreams, however they may define it, wherever their life’s journey may lead them,” said Takashi Kozu, VP of Marketing, Sony Philippines. “True to form, we want our consumers to believe that through the power of the VAIO’s innovations, they are enabled to achieve their visions.”

He explained, “make.believe captures the life force that has defined Sony all these years. With this communication line, Sony stands as the only company that has a grasp of both content and technology, giving form to the intangible while unifying the indigenous and the modern.

In its move to redefine the mobile PC category, Sony Philippines unveiled the VAIO X family specifically.

Extremely light, thin, and with long battery life, featuring wireless connection and assured high-quality design and build, this is the perfect mobile notebook for business persons on the go, he said.

Not only light but also breathtakingly thin, measuring just 13.9 mm full flat, it is basically about the width of a mobile phone.

Officially launched here, the first ever Sony group brand message “make.believe” is a unified brand message and a Group-wide Sony philosophy that extends to everything Sony does. “make.believe” signifies all relevant products, content, services of electronics, entertainment and network service businesses, and it also refers to the unique user experiences that only Sony can provide through the combination of expertise in electronics, content and services.

In a press release, Sony Corporation Chair, CEO, and President Howard Stringer emphasized, “Sony is a technology company with an intimate understanding of the creative possibilities of content. Sony is a content company with an intuitive grasp of technology. No other company has both.”

While there have been several global campaigns for the electronics sector over the years, including “like.no.other,” “Do you dream in Sony?” and “It’s a Sony,” “make.believe” is the first time in Sony’s history that it has developed and adopted a single, unified brand message across its film, TV, music, games and electronics businesses.

Entertainment contents from Sony Pictures, Sony Computer Entertainment and Sony Music combined with Sony’s expertise in hardware products of electronics and network services produces that Sony magic which can never be reproduced nor copied by other competing companies.

With this, Sony would like to grab the opportunity in expanding its business in the Philippines as it takes part in engaging VAIO in the Philippine Notebook market. As the market itself grows, Sony Philippines executives hope that their company will be able to grab more share and grow with the market as Sony further establishes VAIO in the country.