Magazine article Marketing

Sony Launches Mini Disc into Japan

Magazine article Marketing

Sony Launches Mini Disc into Japan

Article excerpt

Sony has launched its long awaited Mini Disc (MD) hi-fi system onto the Japanese market.

The portable MD format -- which can playback and record CD quality music on a Post-It note-sized disc -- has crept onto the market without the hype that accompanied Philips' rival Digital Compact Cassette (DCC).

One of the two formats is set to make the ordinary cassette -- and possibly even CDs themselves -- obsolete. A Sony spokeswoman Sue Crowley revealed that the first MD product, the MDW-80, hit the shops on Thursday last week -- three days ahead of the promised November 1 launch date.

But Sony is tight-lipped about the scale of the launch and the reasons behind the low key debut.

The move should end the rumours -- fanned by Philips' adept spin doctors -- suggesting that MD is dogged by technical problems and that Sony would not be able to meet its launch time table.

"We're happy to say everything looks great and we are on target to launch in the UK by mid-December," says Crowley. …

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