Sony Unleashes a New Pack of Aibos

TOKYO -- Forget about a real pet. Why not buy a pet robot instead?

Sony has unveiled an improved version of its Aibo robot, renewing the company's vow to make entertainment robots a viable business.

The new ERS-210 model is based on the appearance of a baby lion and features more movement and sensors than the first model, a greater range of emotions, limited voice recognition, and the ability to take digital photographs.

It is scheduled to begin shipping in December, and will be cheaper than previous models. Sony has brought the price down considerably. In the United States it will sell for $1500, while earlier models sold for $2500.

The new Aibo can respond to a given name, and, as they develop, will be able to understand up to about 50 words, according to Sony executives at a Tokyo press conference held to unveil the new product. The voice recognition will tie in with another new feature--the digital camera. Users just need to say, "Take a photo," and the robot will snap a picture of what it can see with a color camera built into its nose.

Other significant differences lie in the way data is transferred from a PC to the robot. Sony has installed a Memory Stick slot and also equipped the device with a wireless local area network adapter. In addition to simple data control, the latter also allows for real-time control of the Aibo through a PC.

Business Savvy

The technical enhancements are all aimed at making Aibo a more intelligent robot and improving user interaction, but perhaps the most significant difference lies in the marketing strategy.

Clearly, robots are becoming capable enough to draw new interest. They're still a novelty, but they can perform increasingly more tasks. (See "Robots on the Web: Can Robby Come Out to Play?" and "Robotic Pals and Pets Debut.")

The company is keen to make entertainment robots into a real business and as such has formed an autonomous division, the Entertainment Robot Company, to focus on both hardware and software development and lead the company's charge into this new market.

The new Aibo also will be available continuously, unlike last time, when Sony restricted the number of robots available or limited the time during which they could be ordered. Consumers can begin placing orders from November 16, with first shipments arriving in early December.

Aibo is also being taken on the street. Department stores and shops such as Sony Plaza will establish Aibo areas within their stores where users can experience the robots firsthand, and play with them. For many consumers, this will be their first opportunity to see the robot in real life.

Sony first put Aibo on sale in June 1999 and made headlines after selling 5000 of the devices in minutes through its Web site, despite the robot's $2500 price tag.