Sony is not the first to release a water-protected model, but appears the company believe the feature will add to its device's appeal.

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In an API business model, user privacy is protected because their data is only available to those permitted to access it by the user.

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The traditional Japan Inc model of global expansion is to spend decades ploughing profits generated in a protected home market into loss-making operations abroad while building global market share.

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Its business model is under challenge from data commissioners in Europe, where personal details are protected by law.

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