One of the standout innovations at CES 2018 was Sony's new version of AIBO, the robotic dog. Since the original AIBO model was discontinued 12 years ago, this new generation has made a strong return, reflecting Sony’s renewed focus on robotics and artificial intelligence.
Interestingly, Sony released a new AIBO in November 2017, and it sold out within just half an hour. Today, we’re diving into the story behind this iconic robot dog and its revival.
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AIBO’s Past and Present
In May 1999, Sony introduced AIBO, a name that carries dual meanings in Japanese. It means "companion" and also sounds like "eye-robot" in English. The term AI also stands for Artificial Intelligence, highlighting Sony’s early commitment to robotics and AI technology, which began 18 years ago.
The first AIBO model was an instant hit, with 3,000 units selling out in just 10 minutes. Over four years, five generations were released, but Sony’s leadership remained skeptical about the project. Due to the struggling robot industry and ongoing losses, the project was eventually suspended in 2006.
Fans of the original AIBO developed deep emotional connections with the robot dogs, often treating them as real pets, especially among the elderly. After Sony stopped maintenance services in 2014, some fans even held funerals for their AIBOs, asking monks to perform rituals to “release†their souls. This unique tradition has continued over the years, becoming a yearly event in the tech community.
With the recent growth in the robotics sector, Sony decided to revive the AIBO project.
The new AIBO features up to 22 movable joints, allowing more natural and fluid movements. Equipped with gyroscopes and motors, it can respond to touch and interact with its owner. It has advanced learning capabilities and can understand basic commands. Its design is closer to a real puppy, and it can take photos using the camera in its nose.
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How to Play with the New AIBO
Sony has designed AIBO to be more interactive, almost like a digital pet that grows and learns. On January 11, the “My AIBO†app was officially launched, offering users a way to engage with their robotic companion.
Through the “My AIBO†app, users can customize various aspects of their robot dog:
First, basic settings: Users can set the name, volume, and personality of AIBO, check its status, and manage multiple AIBO devices. They can also build a bond with their robot through guided interactions.
Second, personalization: Users can change AIBO’s eye color and voice to make it more unique.
Third, virtual play: Users can interact with a digital version of AIBO on the screen by tapping, throwing a ball, or playing with a bone.
Fourth, photo management: Users can view and share photos taken by AIBO.
Fifth, social interaction: Users can join fan communities to connect with other AIBO owners.
As users spend time with AIBO, the robot develops a unique personality. For a company like Sony, known for creating immersive experiences, this is a smart move. However, the high price remains a barrier—$1,735 in Japan plus $26 per month in service fees. (Ear Jun: Don’t ask me again later, “Looking for a girlfriend or a dog.â€)
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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. Kazuo Hirai introduced the “One Sony†philosophy, integrating different divisions to boost competitiveness.
By 2015, Sony turned a profit. But the situation worsened in 2016, with 1,000 layoffs in the mobile division. In 2017, Sony rebounded, achieving record profits and regaining its position as a global leader.
The gaming division has been a major driver of Sony’s success. As of December 2017, PS4 and PS4 Pro had sold 70.6 million units, outperforming Microsoft’s Xbox. Additionally, PSVR reached 2 million units, generating over $700 million in hardware revenue.
Sony has climbed back from its struggles, though it still trails behind Samsung and Apple. In 2017, Samsung reported revenues of around 239.6 trillion won and operating profits of 53.6 trillion won.
So, can AIBO become a big hit? While its high price limits its appeal in China, there are already signs of a growing market for robot companions. Maybe the next step is to “adopt a robot dog†before they become mainstream.
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