We reported last year that Sony is increasingly outsourcing the production of LCD TV panels to Taiwanese manufacturers, but if a recent report is to be believed, the Japanese conglomerate will not even be designing its own flat-screen televisions any more in the near future. This means that eventually consumers may purchase a HDTV which will sport the Sony brand name, but is designed and assembled entirely by another firm.
DigiTimes, a Taiwanese daily newspaper focusing on the electronics industry, reported this week that a major contract manufacturer for Sony Bravia LCD TVs is set to step up its role to become an original design manufacturer (ODM). The company in question is none other than Foxconn, a subsidiary of Hon Hai Precision Industry (the largest electronics component maker in the world), who makes some of the most well-known gadgets such as the iPod, iPhone and iPad for Apple.
In preparation for the role upgrade, Foxconn has acquired a number of Sony’s overseas LCD TV panel plants, and also restructured its research and development (R&D) departments. Whereas previously Sony had a say in the design of Bravia LCD televisions, Foxconn will soon be completely responsible for the models’ aesthetics as well as internal electronics. The Taiwan-based company is expected to secure orders for around 14 million units of LCD TVs from Sony, therefore making it the number one producer of Bravia TV displays in terms of volume.
Unfortunately for Sony loyalists, this design outsourcing process goes beyond entry-level and midrange models. The Tokyo-headquartered corporation started using Taiwanese OEM companies to produce some high-end LCD TV displays for the first time in 2011, and is planning to ramp up the ratio next year. According to DigiTime’s industry sources, Foxconn’s decision to elevate its partnership with Sony from EMS (electronics manufacturing services) to ODM is partially spurred by its desire to land lucrative ODM orders for premium Bravia HDTVs in 2012.
Source: DigiTimes
Wow……..SONY, in name only.
Hi this is shocking. Now i have to think twice before buying or recommending a Sony tv. This is not good for Sony’s Reputation and this is not how they will regain their lost glory and top spot from Samsung electronics. I dont know what they are trying to do to the iconic company known as SONY. Good luck Sony. I am stil a diehard Sony fan.
When it comes to Digitimes, don’t believe what you read.
When it comes to Digitimes, I believe them, however i do not for this news. I wouldn’t believe it that Sony would leave Foxconn to design their TVs, to make them – okay, to design them and use Sony brand seems highly unbelieavable.
Well digitimes article doesn’t mention anything about the extent of the design process nor does it say whether it includes the midrange and high end tvs.
Looks like Jonathan Sutton just wrote his speculation
IT was just matter of time. Sony hasn’t made single profit since the introduction of BRAVIA range back in 2006. And they’ve started to use cheaper non-essential materials (e.g. the plastic casing) in attempt to save money. Then they sold off the Mexican and Slovakian plant to Foxconn.
When Foxconn obtained majority share of CMO, it only made sense for Sony to outsource panels from CMI.
But it seems they maybe giving up and letting Foxconn to design and manufacture the TVs and use their status to sell the TV and split the profit.
Hopefully the TV preforms to the specs set by Sony.
@Nielo TM
Thus far i haven’t seen a single CMO panel in Sony TV ranging from 32″ to 65″ .
BTW the HDTVTEST article is misleading its only meant for low end models.
Sony said the following
A statement to HD Guru from a Sony Electronics corporate communications spokesperson in the U.S. confirmed that the story “…refers to our strategic decision to produce televisions that compete in the low-price, high-volume market segment in which many of our competitors already deploy models.”
Well just have to wait and see. The 32CX523 doesn’t have the Sony quality to it. But the core components seems very good.
As for the panel, it has pixel structure of A-MVA but it behaves like a S-PVA. So I can’t figure out if its S-PVA, A-MVA or S-MVA
The panel seems to be newer version of S-PVA. So that’s the good news. But then again, Sony may change it half way though as they have done last year.
@Nielo TM
Cool can’t wait for some lcd reviews after those whole lot of plasma reviews.
I do hope that you guys continue to post the pixel structure the lcd panel in the reviews.
All I buy is Sony electronics, and I am going to switch to a new brand unfortunately, if the quality of the product takes any hits. I love Sony because of their great quality products, and longevity of anything Ive ever owned from them. And Ive owned everything from small cheap items to them to the top of the line televisions that they sell, so I have a lot of experience with them and they better not have some cheap outsourced company make crappy electronics or they will be losing a long time customer for life.
To avail my phone number if need be
I am also a Sony Customer who was impressed with sony products. I bought a Sony LCD Bravia in ,2010 and used it for since then. Unfortunately a month ago there a power surge which left the TV with the problem of going off by itself. I have taken it to the Sony registered dealers in my Country M/s Anisuma but they still not able to repair my Tv. Please I need to advised on what to do. The Tv costed me over Usd 500 in Kenya. Please help me.