Sony has launched "First Flight", a new crowdfunding platform designed to find and finance projects developed by Sony employees. First Flight will also let backers directly buy and pre-order new devices developed by Sony workers.

Sony says that First Flight will enable each start-up and their customers to share their ideas and inspiration, and then jointly bring those ideas to fruition through direct and interactive communication.

Kazuo Hirai, President and CEO, Sony Corporation, commented:

"Sony's innovation is ingrained in the company's founding spirit of 'doing what has never been done before.' Nothing embodies this spirit more than passionate entrepreneurs who give shape to their ground-breaking ideas and introduce them to the world, without fear of failure. The First Flight platform and other Seed Acceleration Program initiatives accelerate and optimize this process. Sony itself originated as a start-up, and through the Seed Acceleration Program we are challenging ourselves to return to our entrepreneurial roots. At Sony we will continue to explore ways of delivering new, emotionally compelling experiences and enhanced customer value."

On July 1st, two new business projects nurtured within Sony will officially launch in the Japanese market via First Flight: firstly sales of MESH initial line-up, a smart DIY kit that "turns anyone into an inventor," and also pre-orders for "FES Watch," the inaugural product from Fashion Entertainments, a project that merges technology with fashion. July 1st will also mark the unveiling of the "HUIS REMOTE CONTROLLER," on First Flight. This project, which features an e-paper based remote controller that "adapts to your needs," has passed the first round of Seed Acceleration Program auditions and is currently in the launch preparation stage. Its crowdfunding campaign is scheduled to run for approximately six weeks on First Flight.

Each project has a Kickstarter-esque introductory page with videos, pictures, and product information, in addition to an "episodes" tab that functions like a blog, allowing backers to keep tabs on the status of the projects. For now at least, the platform is only available to Japanese customers.