Sony Group has announced its entry into the cryptocurrency trading business in a surprise move. Most people associate Sony with flat-screen TVs, game consoles, movies, and music. Few people automatically associate the entertainment giant with DeFi or blockchain exchanges, which begs the question of why it’s making such a sudden pivot and its potential impact on the crypto industry.
According to media reports, the Japanese company is planning to overhaul the “Whalefin” exchange, which it acquired through its subsidiary S.BLOX, formerly known as Amber Group. The update will include a redesign of the exchange’s dashboard, the launch of a new app, and the addition of more crypto assets to its trading list. So what is driving this action – a play for potential profits or a move towards innovative technology to stay ahead of competitors?
Localized launch not a strategic threat to global exchanges – yet
“Based on public reports, Sony is likely to launch a Japanese futures exchange that will not be in significant competition with global crypto exchanges for now. Its direct competitors could be strong local Japanese exchanges like Bitbank, Bitflyer, and Coincheck,” said Ryan Lee, Principal Analyst at Bitget Research.
This localized approach suggests that Sony is taking small steps into the crypto space, likely to learn to walk before running via a more global expansion. However, the impact of Sony’s entry extends beyond its early market competitors and future prospects.
“The bigger importance of this issue is coming from the news right now. The narrative that ‘traditional giants are preparing to enter Web3 for exploration’ may lead the market to believe that Web3 is on a strong development path,” Lee said.
Big brands are in crypto but few are tech players
This exclusive insight highlights how Sony’s move could be an innovative move that serves as a cash catalyst for the company and could be leveraged to drive broader adoption and interest in cryptocurrency and blockchain technology. This is due to the significant brand recognition and “halo effect” that Sony brings to the crypto ecosystem.
Sony is clearly not the first major brand to jump into Web3. We’ve seen similar moves from companies like JPMorgan, Facebook (now Meta), Adidas, and Starbucks — to name a few. These household names are bringing legitimacy and interest to the crypto space, encouraging adoption among consumers who may initially be a bit nervous about the digital asset.
However, it’s worth noting the differences between these Web2 players and crypto-native companies like Coinbase and Crypto.com. While the latter have built their entire business models around crypto and blockchain technology — attempting to break into the mainstream — companies like Sony appear to be diversifying into the crypto space as an extension of existing operations.
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Unique challenges await crypto-non-conformist companies
The distinction between the different operating models of Sony and crypto natives is critical as the companies tap into their core values of commitment and adaptability when entering new markets. Crypto companies have weathered the volatile markets and regulatory uncertainties that come with Web3. Conversely, traditional companies entering the space may face a steeper learning curve and potential cultural clashes as they adapt to the fast-paced, decentralized nature of the crypto world.
Lee believes that Sony’s approach to entering the crypto space appears more strategic and long-term than a simple cash grab. “Sony Group has been actively engaging in Web3 spaces such as cryptocurrency exchanges and NFT platforms through acquisitions and joint ventures. This business expansion is not sudden.” This measured approach shows that Sony is not just looking for profits, but is making a calculated entry into a technology that it believes will be important in the future.
The company’s broader Web3 strategy, which includes initiatives in gaming, music and entertainment, suggests Sony sees potential applications for blockchain technology across its diverse portfolio of businesses.
Sony could be well-positioned to succeed in web3
While technology is a driving factor, the profit potential cannot be ignored. The cryptocurrency market has shown tremendous growth potential despite its volatility. For a company the size of Sony, even a small slice of this market could represent significant revenue.
Additionally, Sony’s entry into the market now positions it to be at the forefront of potential future developments in digital finance and next-generation technologies – whatever those may be. This forward-thinking approach could provide Sony with a competitive advantage as these technologies become more integrated into business operations and our daily lives as mass adoption increases.
Sony’s entry into the crypto space is a smartly timed move that appears to be driven by a combination of technological interest and financial opportunity. While profit potential is certainly a factor — they’re in this space to lose money, for heaven’s sake — Sony’s broader Web3 strategy and measured approach to entering the market demonstrate its belief in the transformative potential of blockchain technology.
The key question going forward will be how well companies like Sony can adapt to the unique challenges and opportunities that the crypto space presents. Their success or failure could have significant ramifications for the future of both the cryptocurrency industry and traditional finance.