Sony makes a ton of products that the average person is aware of: PlayStation, TVs, Xperia phones (people sort of know about this), and other home accessories, but the company also operates in a lot of markets most aren’t aware of. Medical, ISP, insurance business, and yes, even the video surveillance market. In this case, Bosch and Sony are teaming up in an unusual but quite appropriate way where Sony will do what it does best – make hardware – and Bosch will use its name recognition and take over marketing – something Sony is terrible at.

Larry Anderson from Source Security:

 In the latest deal, Bosch will handle the sales and marketing globally for all of Sony’s video surveillance products (outside of Japan). The two companies will also pool their technology expertise, leveraging Sony’s imaging capabilities and Bosch’s analytics and networking strengths. There will be joint product development. 

Anderson goes on to note:

 In the case of Sony, it allows them to concentrate on the manufacturing and technology aspects of video surveillance without continuing to invest globally in sales and marketing. By partnering with an outside company to deliver a challenging aspect of the business, Sony frees up resources to concentrate on what they are good at. It’s a more focused (i.e., cost-conscious) approach that keeps them in the video surveillance market and even provides opportunities for growth. Meanwhile, Bosch gets access to new technologies to expand their market and can continue to sharpen and expand their focus on sales and customer service. 

Did you even know Sony made security devices?