One of the standout innovations at CES 2018 was Sony’s new version of AIBO, the robot dog. After a 12-year hiatus since the original AIBO was discontinued, this latest model marks Sony's renewed ambition in the robotics space, reflecting the growing interest in AI and robotic companionship.
Interestingly, Sony had already released a new AIBO in November 2017, which sold out within just half an hour. Today, we're diving into the story of this beloved robotic companion that has captured the hearts of many.
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AIBO’s Past and Present
In May 1999, Sony introduced the first generation of AIBO, a robotic pet that quickly became a cultural phenomenon. The name "AIBO" carries two meanings: it sounds like “companion†in Japanese and is also pronounced as “eye-robot†in English. Additionally, "AI" stands for artificial intelligence, showing that Sony had been investing in AI and robotics long before the current wave of innovation.
The original AIBO was extremely popular, with 3,000 units selling out in just 10 minutes. Over the next four years, five generations were released. However, Sony's leadership was skeptical about the project, and the robot industry was still in its early stages. As a result, the project struggled financially. In 2006, after years of losses, Sony decided to discontinue AIBO.
Many owners of the first AIBO treated their robotic pets like real dogs, especially among the elderly who saw them as family members. When Sony stopped providing maintenance services in 2014, fans held funerals for their AIBOs, even asking monks to perform rituals to “release their souls.†This emotional event has continued for several years, becoming a unique cultural moment in the tech world.
With the recent growth of the robotics industry, Sony decided to revive the AIBO project. The new AIBO features up to 22 movable joints, more advanced sensors, and improved movement capabilities. It can recognize touch, understand basic commands, and interact with users in a more natural way. Its design is closer to a real puppy, making it more appealing to consumers.
The new model can also take photos using a camera in its nose, and its eyes are OLED displays that show expressive expressions. It supports multiple English commands, making it more versatile than its predecessors.
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How to Play with the New AIBO
Sony has expanded the functionality of AIBO, offering users a more interactive experience. The new app called “My AIBO†allows users to customize and play with their robotic pets. Through this app, AIBO can grow and develop its personality based on interactions with the owner, similar to raising a digital pet.
Users can set AIBO's name, volume, and personality through the app. They can also personalize its eye color and voice. The app includes a virtual version of AIBO that users can interact with on their devices, tapping its head or throwing virtual treats to engage with it.
Additionally, users can manage and share photos taken by AIBO, and connect with other AIBO owners through social features. As users spend more time with AIBO, the robot develops its own unique traits, making each one feel special.
However, despite these improvements, the high price remains a barrier to mass adoption. The Japanese version costs around $1,735, plus a monthly service fee of $26. For many, this makes AIBO more of a luxury item than a mainstream product.
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Can Sony Make It Big Again?
After missing out on the internet and mobile revolution, Sony has focused on strategic restructuring in recent years. Under Kazuo Hirai’s leadership, the company adopted a “One Sony†approach, integrating different divisions to improve overall competitiveness.
By 2015, Sony had turned a profit, but the following years brought challenges. In 2016, the mobile division laid off 1,000 employees. However, 2017 marked a resurgence for Sony, with strong performance across various sectors, including gaming and entertainment.
The gaming division has been one of Sony’s strongest performers, with the PS4 and PSVR achieving significant success. Sony’s VR headset reached 2 million units, earning over $700 million in hardware sales. This performance has made Sony a major player in the VR market.
While Sony has recovered from its earlier struggles, the question remains: can AIBO become the next big hit? With its high cost, it may not be widely adopted in markets like China. But in places like Huaqiang North, where robotic pets are already gaining popularity, there might be hope for a future where “soil dogs†become common.
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