Sony seeks to deliver products, content, and services that resonate with people and affect a positive impact on society, based on its Purpose to "fill the world with emotion, through the power of creativity and technology."

Sony Corp. President & CEO Kenichiro Yoshida spoke at the Sony press conference held ahead of the exhibition's public opening, stating that, "Creativity is a powerful driving force that moves Sony forward. When it is combined with our technology, it is unstoppable." He then proceeded to introduce Sony's latest offerings and new developments from its electronics and entertainment businesses.

Next to take the stage was Jim Ryan (President and CEO, Sony Interactive Entertainment), who announced that PlayStation 4 has now cumulatively sold through more than 106 million units worldwide, and that PlayStation Network had reached 103 million monthly active users. He then discussed the cutting-edge technology and features of PlayStation 5, slated to launch this holiday season, and unveiled the new logo design for the first time ever.

Furthermore, Yoshida stated that, "It's not an exaggeration to say that Mobile has been the mega-trend of the last decade. I believe the next mega-trend will be mobility," as he unveiled a prototype vehicle incorporating imaging and sensing technologies that contribute to safer and more reliable autonomous driving, and an array of highly-advanced electronics technologies that together deliver in-car entertainment experience.

Sony plans to start testing self-driving cars as early as this year to beef up the company’s sensing and safety technologies.

The Japanese company revealed the plan as it unveiled an electric concept car with 33 embedded sensors, including image sensors, ToF and solid state light detection and ranging (Lidar) sensors, at the Consumer Electronics Show (CES) in Las Vegas on Monday.

The concept car, developed with the help of Bosch, Continental and other partners, also incorporates Sony’s in-car entertainment systems with spatial audio technology.

Sony's "360 Reality Audio" provides an immersive audio experience through speakers built in to each seat to encapsulates passengers in sound. The front seats face a panoramic screen on which rich and diverse content can be enjoyed through a user interface.

Sony is aiming to start test rides during the next financial year starting in April to check the performance of its auto- related technologies. The company has no plans to produce its own cars, Yoshida added.

Sony in December 2019 captured video of a live American football game with a 5G-connected camera, showing how 5G can allow for more creative camerawork while also reducing set-up time and costs. Visitors to the Sony booth are able to see a video introducing this initiative, and also the equipment used during the trial including Sony's PXW-Z450 shoulder camcorder, Xperia 5G mmWave device that enables high-speed data uplink, and a prototype transmitter box that encodes and transmits high-quality video in real-time.

Sony is also proposing new video experiences that further enhance the excitement of sports through our AI-based real-time video analytics technology. The booth features a table tennis demonstration by athletes, and the game will be captured on multiple devices including Sony's HDC-P50 POV system camera and the cameras with Sony's unique high-speed vision sensors. From the image, the athletes' postures and the flight path of the ball are instantly analyzed, and CG characters will mimic the movements based on estimations of the athletes' postures by deep learning technology. The booth also exhibits a demo video showing the number of times the ball rotated by analyzing super-slow-motion video.

Sony's Eye-sensing Light Field Display uses high-speed vision sensors and face recognition algorithms to enable super high precision spatial reality experience not found in conventional naked-eye 3D displays. It can be easily applied to VR (virtual reality) and AR (augmented reality) content, providing a versatile volumetric content creation environment to creators in various fields such as entertainment and product design.

The Sony booth also features a virtual production set which transforms the way motion pictures and TV shows are made. The set has been captured from the Sony Pictures studio lot as photo-realistic volumetric data and is shown as a background image on a Crystal LED display. The background changes in real time with the movement of the camera, ensuring the final image has the proper perspective and depth.

Additionally, Sony announced the expansion of devices compatible with 360 Reality Audio, the immersive audio experience that became initially available in North America and Europe in fall 2019. At the Sony booth, visitors can experience 360 Reality Audio by combining headphones and smartphones with participating streaming services, while a reference exhibit demonstrates how 360 Reality Audio can be enjoyed through a sound bar and a wireless speaker.