When Sony makes an attempt at a new product, it tries to capture the aura of both uniqueness and surprise in hardware, plastic and commercials. So it has happened with the Sony tablet, which is not sold under the sub-branding "Vaio", but under the trademark "Sony".
If "Vaio" stands for notebooks, "Bravia" for televisions and "PlayStation" for gaming consoles, why is there no "Tabea" or "Bronko" for the new category of tablet PCs? The marketing as "Sony Tablet" could be seen as the high rank that the Japanese ascribe to the tablets. But it's more likely that the brand awareness "Sony" is to be directly radiated on the tablet. Later, when the tablet sales figures bear fruit and the products vary (screen sizes, application fields, etc.), an own brand might be created.
Sony is well-advised with carefully entering the tablet market. The early adopters among the customers, excluding those who are already iPad fans, have equipped themselves with an Optimus Pad, a Motorola Xoom or a Samsung Galaxy Tab. These iPad alternatives have been available since the fall of 2010.
The Sony S range now encounters a matured tablet market split up between Android and Apple iOS. WebOS has disappeared from the market in the meantime. A deterrent example, that subsequently reinforced Sony's decision for Android (here 3.1). Had Sony developed its own tablet OS so late in the day, it would have quickly placed the S series on the sidelines.
We would like to present the Sony Tablet S and its hardware and software, and answer the question: Is it just another Android tablet or a fresh alternative to the "established" tablets.
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