Global consumer electronics giant's corporate ambassador embodies precepts of 'Artificial Intelligence' & 'Information Technology'

Dubai, September 19, 2004:  QRIO, Sony's corporate ambassador, will be making a first time appearance in the Middle East. The Gulf operations of Sony Corporation, Sony Gulf, has extended an invitation to QRIO, the entertainment robot developed by the company, to visit the Middle East for the first time during this year's edition of the GITEX Shopper 2004, which has been accepted.

Embodying the precepts of 'Artificial Intelligence' and 'Information Technology', QRIO - which is an acronym for 'Quest for Curiosity' - can walk, talk and do a lot more. 

QRIO, which has been a feature of Sony's participation at leading international events for some time now, will be a full time attendee at the GITEX Shopper 2004, the Middle East's premier IT exhibition which opens on the 2nd of October in Dubai.

"Ever since its introduction to the global stage, QRIO has become Sony's pre-eminent corporate ambassador," commented Mr. Masaru Tamagawa, Managing Director of Sony Gulf FZE. "QRIO best epitomizes the spirit of innovation that Sony is renowned for and it embodies Sony's dreams and some of its most advanced technologies.  Sony will promote these technologies and apply them to a wide range of products and services, beyond robots, to enhance people's lives." he added.

Since the time of its introduction, QRIO has been the cynosure of media and consumer attention. Further, it was just recently appointed 'Science Messenger' by the National Federation of UNESCO Associations in Japan to promote science and technology to children around the world.

All of 58 centimeters, QRIO combines emotional and responsive qualities in a humanoid form and its presence at GITEX 2004 is part of a carefully planned itinerary and consumers across the Middle East can gain valuable insights into what technology can bring to the world for its betterment.

"It gets better - QRIO is adept at a few dance steps, can sing a few lines and wave hello to friends and acquaintances," Mr. Tamagawa added.

As in recent years, Sony Gulf FZE will be mounting a major presence at the GITEX Shopper 2004 by showcasing an array of its eclectic new generation digital product range at an exclusive, dedicated `Sony World' stall at the Shopper component of the ICT event. The `Sony World' stall will be divided into two zones, the Consumer Audio/Video and the PlayStation Experience, allowing visitors a cross-section experience of Sony's new-age digital product range, from gaming and entertainment to versatile mobile computing

"At GITEX 2004, Sony Gulf and our valued partners will ensure there is something for everyone. We have a strong commitment to the Middle East and our ever-expanding role at GITEX reflects this in ample measure," said Mr. Tamagawa.

"This year, we are getting even more support with the presence of QRIO which will help us to communicate Sony's vision of dreams, entertainment and technology to everyone."

-Ends-

Editor's Note
QRIO is a prototype and not for sale. More information about QRIO can be found at www.sony.net/QRIO

About Sony Gulf FZE
Sony Gulf FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Gulf FZE leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners, branch office and representative offices. A network of representative offices in Iran, Saudi Arabia, Pakistan, Lebanon, Kenya and a branch office in Morocco along with a multiple of service centres reinforce Sony's presence in key markets in the region.

For media inquiries, please contact:
Ram Modak / Neil D'Sylva
Sony Gulf FZE
Tel: (971)-4-8815488
Fax: (971)-4-8817808
Email: Ram.Modak@ap.sony.com
Neil.Dsylva@ap.sony.com

© Press Release 2004