Sony Planning Direct Sales of PCs

Sony Corp. plans to begin direct sales of personal computers, in competition with PC makers such as Dell Computer Corp. and Gateway 2000 Inc. One year after it introduced its PCs in the U.S., the Japanese consumer electronics maker is making plans to sell PCs, Trinitron computer monitors and other products directly to consumers, said a spokesman for Sony Electronics in San Jose. Analysts said Sony probably won’t pose a significant threat to other PC makers, despite its strong reputation in the consumer electronics market. Sony’s first consumer PCs, introduced in June 1996, sell for $2,000 to $3,000, well above entry-level models sold by Compaq Computer Corp. and Gateway 2000. The Sony spokesman said the company envisions direct sales as a complement to its network of retail dealers, not a competitor to them. On the New York Stock Exchange, Sony’s shares closed at $86.625, down $1.375.