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Thoughts of the slowing economy were never too far from the background, but Sir Howard remains confident. "Despite the difficult economics everyone [in the consumer electronics industry] is innovating. It's been the mantra of this industry from the start: if you can imagine it we will make it real."

The clearest sign of this innovation was Sir Howard's live demonstration of Flex OLED, a colour screen you can bend.

"Imagine

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a screen that you can bend and view all your favourite magazines on. This could be the eBook reader of the future."

The internet is also key to Sony's future, with Sir Howard claiming that 90% of its products will be net-connected by 2011. One prototype example he demonstrated included a new spin on Sony's Dream Machine, the familiar bedside alarm range, which will come in the form of a Digital Photo Frame.

Quite aside from conveniently waking you up, this will include weather summaries and anything else that can be read from the internet - so your agenda, to-do lists, messages.

Sir Howard also set out his seven imperatives for creating "the ultimate consumer experience", with the first one being to embrace the fusion of industries - in particular, the convergence between IT, broadband and entertainment.

Other imperatives included the need to embrace open technologies: "consumers expect choice and expect services to work whatever device they buy", explained Sir Howard.