Sony Digital Network Applications, Inc.

Our Past and Our Future

Established in 2000, Sony Digital Network Applications, Inc. (SDNA) has just 8 years of history. But this 8- years has been significant and packed with more experience than any ordinary seven year period that you can imagine. The ideal environment for a software engineer, amazing talent, and frank and forceful discussions are the characteristics of the SDNA workplace that make us stand out from the crowd, and continue to be the core strengths driving our steady growth. They are also what has solidified SDNA's key role within the Sony Group.
And now, SDNA stands on the brink of an enormous step into the future. Using the experience we have sought out and gained as the springboard, we expect to make an even greater contribution to the added value of Sony products in an ever wider range of business areas. At the same time, we plan to make our presence strongly felt within the Sony group by aggressively introducing the culture of software development into the group as a whole, readying it for the transformation ahead.

Broadening The Stage We Stand on

The Sony product lineup in consumer electronics is broad and comprehensive. For SDNA to make a significant contribution to the development process of such a wide-range of products, a strong manpower force is demanded. As we have grown in size and strength, we have been taking part in more, and larger, projects that require hundreds of people for completion. Each of these projects requires an army of skilled engineers.
As the calls for SDNA to meet increased customer needs become more and more vocal, the company must both increase its size and refine its quality. Deliverables, for example, must include enough engineers to completely carry the software development for one new product. Or, a new idea so powerful it blows away the entire Sony group. Our strategy to make deliverables such as these a reality is to strengthen our base along three fronts: in process efficiency, improved quality, and reduced costs.

Individual Talent Becomes Organizational Strength

SDNA operates on a platform of professional strength as an organization composed of talented engineers. In fact, there have been many times in the past when issues of efficiency, quality and cost have been resolved through the skill of an individual engineer. However, to achieve our dream of becoming a global player in software development, we need to integrate the individual skill and talent of each engineer into the organization as a whole. At SDNA, we are taking the lead in systematizing the development process in order to advance our organizational knowledge base.
The metamorphosis of individual talent into organizational strength is instrumental in SDNA's current global initiative to form offshore partnerships. In its original meaning, offshoring referred to a network of partnerships with talented engineers no matter where they lived in the world, exploiting the size of the network for high quality development. In reality, however, many of these projects were not as successful as hoped due to local preferences and individual differences. SDNA now expects to create a systematic development process that can act as a foundation for a deeper understanding with our partners, improving quality and reducing costs through common goals and a shared vision. We believe that this is the way to maintain our high quality standards, strengthen our development across the board, and reach our ultimate target of adding new value to Sony products.
SDNA has taken the first step of the steep climb ahead by stating a clear vision that will allow us to achieve this target. You can feel the tingle of excitement in the air as we close in on our target.