Sony Walkman
Sony Walkman
The world took a big step towards the iPod generation when Sony introduced the Walkman in 1979. The device was not particularly advanced – portable tape recorders had existed for decades – but it was an advance in marketing. The Walkman was not promoted to professional journalists, like most portable tape recorders were at the time; it was promoted to ordinary consumers.
It was a music player first and foremost; it had no record function.
The concept was a winner. Since its introduction, Sony has produced dozens of Walkman models and has sold them to hundreds of millions of consumers.
Walkman Prehistory
The first affordable portable radios were introduced in the late 1950s and early 1960s. They were made possible because of the transistor, invented several years before at Bell Labs. The transistor gave them cleaner sound than vacuum tube models, and transistors rarely wore out or overheated. They also made radios much less fragile and also allowed them to be a lot smaller.
There were some cassette recorders available at the time, although they were not designed for the general public. Sony called theirs Pressman and marketed it exclusively to reporters. These recorders lacked stereo sound and were very expensive. They also used (typically) microcassettes, which had no support from record companies (and were expensive to boot).
With the limited choices presented to consumers, the most popular cassette tape players were either home stereos or car players.
Sony Enters the Market
Sonys first stab at the personal tape player market came in 1978, with the TC-D5. It had excellent quality sound (surpassing most desktop players) and was easy to operate. Unfortunately for most potential customers, the price was around $1,000 (¥300,000), and it was hardly portable.
One regular user was Ibuka, then Sonys honorary chairman. He used the player on airplane trips, but he found the player too heavy for everyday use. He instructed the tape recorder division to create a smaller version for his personal use.
The division, led by Kozo Ohsone, modified a Pressman to do the job. They removed the record function and added stereophonic sound. Ibuka was immediately impressed and suggested that they bring a similar item to market.
By 1979, Sonys tape recorder division was flagging. There was little demand for their high-end products, while products from competing lines succeeded (boom boxes, etc.). In February, 1979, Morita, the companys chairman, encouraged the engineers to develop a player similar to the one they had developed for Ibuka. But this one had to cost less than ¥40,000 yet provide the same sound quality. He wanted the product by June 21, 1979.
Though he was skeptical that the division could create a player so quickly, Kozo Ohsone was eager to avoid having the division consolidated into another division (Sony was going through a reorganization at the time) and quickly designed a portable tape player based on Ibukas modified Pressman player. They used lower end components to bring the price down and encased it in a small, stylish enclosure.
The Right Name
There was a problem: The device didnt have a name. Ohsone suggested that they use the name “Walkman”, a play on the Pressman, but the companys leadership was skeptical. The name sounded like a straight Japanese translation, and they feared it would not catch on in the US and Europe.
Several other names were suggested. Walky was the most popular, but none were as memorable as Walkman, so the name stayed.
Morita was worried that the device wouldnt appeal to the young or active because of the headphones.