Sony Seeking to Beat Apple in Revolutionizing Television

Much has been made of Steve Jobs' revelation in his authorized biography about having "cracked" how to develop a revolutionary interface for an integrated television set, a disclosure that has led to claims of Apple working to launch a Siri-enabled television set by 2013.

The Wall Street Journal takes a look at how seriously Sony is taking the Apple threat, sharing comments from Sony CEO Howard Stringer about the strategies the company is seeking to employ, beginning with a "platform" spanning all the way from mobile devices to television sets.

Sony has a "four screen" strategy of offering network services on mobile phones, tablet computers, personal computers and TV sets. "I spent the last five years building a platform so I can compete against Steve Jobs," Mr. Stringer said. "It's finished, and it's launching now."

Stringer also claims that Sony has some ideas about a "different kind of TV set" that it has been working on as it seeks to beat Apple to the punch.

Mr. Stringer declined to discuss details of what Sony has on the drawing board, but said, "There's a tremendous amount of R&D going into a different kind of TV set." He added that he has "no doubt" Apple's late leader Steve Jobs also was working on changing the traditional TV set.

"That's what we're all looking for," said Mr. Stringer. "We can't continue selling TV sets [the way we have been]. Every TV set we all make loses money."

Stringer touches on several other topics in his interview, including an admission that Sony failed to realize how difficult it would be to get content providers to sign on to provide 3-D programming, a reluctance that has significantly slowed adoption of the technology. Stringer also briefly mentions the iPhone and his belief that other platforms will match the iOS experience, but that those platforms will need to adopt the seamless experience Apple has championed for its "well organized" devices and ecosystem.