Sony has released a new video to promote and educate us about the camera and technology that’s built into the Xperia Z5. In the video, Sony goes as far as to claim that the Z5 offers the

 best camera in a leading smartphone 

That’s a large claim, but who am I to judge? Instead, what I find confusing and borderline stupid is frankly the entire video that’s all tech in a confusing manner, hence “techfusing.” I’m not sure who the video is aimed at but throughout the one minute video, we’re treated to dazzling/unnecessary sound effects, long drawn out visuals, and a lack of narrative on why we should care about what’s happening on screen, other than the reason that these things will make your photos better.

The offending video and my thoughts can be found after the jump.

When you get down to it, the reason this bothers me is that Sony clearly put money into creating it and I’m sure a host of talented artists helped put it together. What it lacks however is a compelling vision on why the video exists and who it’s aimed at. It’s certainly not the average consumer as it’s a bunch of techno babble on screen.

It’s almost like if TRON was remade by Google engineers. So if it’s not for the average ‘Joe’ and certainly not made to be ran as a TV commercial, who is this video designed to excite or educate? Here’s how you do the same idea where you mix the techno jargon with real world usage.

While it’s easy to brush off a video like this or a lackluster unboxing experience, I think they play into a greater problem at Sony that pops up everywhere. For a product to come together and be a hit, a company has to be firing on all cylinders. That means software is in line with hardware, and that the hardware team team are able to convey they vision to the team that’s in charge of packaging, and packaging is able to communicate with the software/UI team to create a unified and exciting feeling from the minute you look at the box, all the way through powering up and using your new device.

This experience should ultimately be topped off with a marketing campaign that can tap into that same excitement and vision but on steroids as it shouts it out to the world. For Sony, too many parts of these equations are missing. The hardware may be compelling but the software might be crap. There may be a great software idea but the hardware wasn’t designed for it. And lastly, you might have talented artists working on a video like the one above but they’ve had little communication with the team as a whole on how this product will be positioned and marketed which in turn, creates a generic whiz bang video that lacks any substance and we simply end up with something that’s “techfusing.”

Discuss:

Do you find tech videos like this compelling or simply eye candy with little to them?