(irony alert…) guess who’s making the steve jobs movie?
Monday, October 10th, 2011 at 7:48 am by Brian Ales
It was reported recently that Sony Pictures is in final negotiations to bring Walter Isaacson’s soon-to-be-published (and much anticipated) Steve Jobs biography to the big screen. To anyone who’s followed the consumer electronics market even casually, the irony is hard to miss: it’s hard to think of anywhere Steve Jobs (and his relentless focus on user experience) appears to have been less understood than at Sony.
Armed with concepts such as “Engineers remain the ‘movie stars’ of the electronics industry“, CEO Howard Stringer as led the company through recent years in which too many new Sony products were incompatible, user-unfriendly, and/or simply misguided. The results? Tremendous losses (3.1 billion US for the fiscal year ending March 2010), a decidedly unsafe-for-the-workplace Onion news clip that’s been viewed almost 5 million times on youtube alone (in fairness, Apple’s received the Onion treatment as well), and lastly, a near complete loss of brand value in regards to consumer electronics and innovation – this for the company that gave us the Walkman.
Despite having had its lunch so thoroughly eaten by Apple, though, Sony still doesn’t appear to quite get it: “If we had gone with open technology from the start, I think we probably would have beaten Apple Inc of the US”, Stringer claimed in a 2009 interview. The logic behind this spin almost works, if one ignores the fact that Apple itself is perhaps the poster child for closed ‘ walled garden’ system design (iTunes, anyone?). No, a stubborn attachment to proprietary technologies such as ATRAC and the Memory Stick was not the primary cause behind the current sad state of affairs at Sony (although it almost surely contributed). Instead, a more constructive place to look would be towards the products themselves – towards the utility, value, and user experience they offer.
As it turns out, maybe engineers aren’t “the movie stars of the electronics industry”, maybe they’re just the engineers of the electronics industry – and if there is anyone deserving of being put on a pedestal, maybe it’s the consumer.
That’s perhaps at the core of Steve Jobs’ professional legacy. As to regard for the consumer over at Sony, just the fact that Stringer is quoted above using the term ‘electronics industry’ rather than the more common (and accurate) term ‘consumer electronics industry’ is perhaps telling.
Here’s hoping that if he’s still at Sony in a few years when his Steve Jobs movie finally comes out, Sir Stringer watches it closely.


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