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  • August 2001 (Revised October 2005)
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Sony AIBO: The World's First Entertainment Robot

By: Youngme E. Moon
  • Format:Print
  • | Pages:20
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Abstract

The Sony AIBO is the world's first "entertainment" robot. Positioned as a household "companion," the $1,500 AIBO has become a smash hit in Japan, appealing to both the young and the old, including those with little technical expertise. In the United States, the AIBO is in hot demand among "techies" infatuated with high-tech gadgets; however, it has yet to catch on with the mainstream. The task for Takeshi Yazawa, VP and general manager of Sony Entertainment Robot America, is to figure out how to market the AIBO to the American masses. Includes color exhibits.

Keywords

Experience and Expertise; Entertainment; Innovation Strategy; Leadership; Marketing Strategy; Technology; Technology Industry; Japan; United States

Citation

Moon, Youngme E. "Sony AIBO: The World's First Entertainment Robot." Harvard Business School Case 502-010, August 2001. (Revised October 2005.)
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About The Author

Youngme Moon

General Management
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More from the Author
  • Paul Polman By: Elizabeth A. Keenan, Youngme Moon and Susie Ma
  • Bee-ing Better at Bombas By: Elizabeth A. Keenan, Youngme Moon and John Masko
  • Bozoma Saint John: Leading with Authenticity and Urgency By: Frances X. Frei, Francesca Gino and Youngme Moon
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