By James Wells

SYDNEY: Sony Australia has confirmed that over 500 retailers are expected to attend its Experience More event in Sydney next month, which will celebrate the company’s 60th birthday and showcase products from three local divisions of the company.

Sony. Experience More is an event co-presented by the company’s consumer electronics division – Sony Australia, its gaming division – Sony Computer Enertainment as well as its mobile telecommunications business – Sony Ericsson.

According to Sony Australia national sales manager consumer AV-IT channel, David Hargreaves, retail partners who attend the event will hear presentations from Sony Australia managing director Shusuke Oshima on the company’s high definition vision, Sony Computer Entertainment managing director Michael Ephraim on the introduction of the next generation console PlayStation3 and Sony Pictures managing director, Michele Garra, regarding the introduction of the next generation optical disc format Blu-ray.

“Attendees at this milestone event in Sony’s 60th anniversary year will learn about Sony’s overarching vision,” Hargreaves told

“At this year’s expo, dealer and retail partners will be introduced to Sony’s exciting new range of products in a dedicated experiential environment that further strengthen its high definition commitment,” he said.

“Sony. Experience More will be a fantastic showcase of products as all Sony companies come together in Sydney to demonstrate the united direction of a total entertainment company.

“The show will be open for three days with a media preview on Thursday 10 August followed by a full day for our retail partners on Friday 11 August. Then we are inviting retail floor staff and members of our My Sony program to attend on Saturday 12 August.

“In total, we are expecting almost 500 retail partners from around the country to attend from all levels of the organisations – from management to floor staff.”

According to Hargreaves, Sony’s high definition strategy will be the focus of the show and visitors will see complete demonstrations as well as have a chance to get hands on with of a range of new products.

“Each product area will be hosted by the product teams giving everyone the chance to ask questions and find out more about the features and benefits of the Sony products.

“It’s going to be a stunning event and I encourage all of our retail partners to take the time to attend,” Hargreaves said.