'Sony' has just released its own crowfunding service, which provides a platform for company employees to pitch their ideas. The new website is called 'First Flight' and it will help to facilitate the production of niche products that Sony might not otherwise produce.
The crowdfunding service works by allowing employes to pitch their creative business concepts. If their ideas prove popular enough, Sony will then help to bring the products to market. The new service will give Sony a better idea of what early adopters are interested in seeing, without requiring the company to produce retail-ready versions prematurely. First Flight ultimately allows Sony to develop more fun and creative projects, without the risk of producing products that aren't appropriate for a mass consumer market.