Humble, yet confident, Sony is not only strengthening its precious capability of producing superior sensors (for cameras/phones), but also playing quite a different game with its (for now) niche division. Instead of releasing a second generation iterated product like the rest of the industry, or even most of the mainstream consumer electronics companies, it created a monster. And how? By listening to its customers. All this while making profit after 5 years. It will be definitely interesting to see, how this works out in the long term, but it is already worth an HBS case study.
Check out the interview with Kimio Maki - Sony's Senior General Manager of Digital Imaging Business Group: