Since launching its Bravia LCD TVs, the Japanese company has failed to make any profits from its current lineup of display technology, including OLED, LCD and LCD TVs. It is also struggling to lift market share against the likes of Samsung, Vizio, LG and Panasonic, with insiders claiming that the new technology currently under development will give Sony a significant edge if released as a "viable product".
For the past 12 months, Sony has been working on a new display technology—which was one of the reasons why it backed away from rolling out large screen OLED TVs, say Company officials in Japan.
10 days ago, Hiroshi Yoshioka, the head of Sony's consumer electronics division, said that the company was struggling to cost effectively manufacture OLED TVs.
He also said that it was crucial that Sony has its "own unique TV technology". He admitted that engineers were working on a new technology but has refused to elaborate.
Obsessed with owning its own proprietary technology, Sony has in the past struggled when trying to sell its proprietary technology, such Beta video recorders, Sony music formats or Sony memory sticks.
Sony engineers are confident that they have a "breakthrough display technology" that is as good as OLED technology but significantly cheaper to produce. The technology will also comply with tough power usage restrictions for display screens, being implemented around the world by various governments.
