Sony outlined its strategy for growth yesterday geared at regaining its lead in TVs, wiping out the red ink in video games and rolling out movie download services to woo Net-savvy consumers.
Sony chief executive Howard Stringer vowed the company will become profitable in its money-losing TV and game businesses during this fiscal year ending next March.
Stringer said Sony has achieved recovery since 2005 by exiting or downsizing 15 product categories, reducing 10,000 global workers and shutting down 11 manufacturing sites.
PHOTO: AP
When Stringer, a Welsh-born American, became the first foreigner to head Sony, the manufacturer of the Walkman portable player and PlayStation 3 game console had been battered by cheaper rivals and fallen behind in key products such as digital music players to innovative makers like Apple Inc.
“Our job, however, is not complete,” he said in outlining the strategy for the Japanese electronics and entertainment company at its Tokyo headquarters. “We must complete our transformation.”
Stringer said Sony must now come up with better software and services in its products that match its longtime reputation for hardware gadgets and entertainment content.
In the fall, Sony will start delivering in the US feature films and TV shows directly to Bravia TVs, without using satellite or cable distribution systems, but through the Internet, an industry first, he said.
That service will start with Hancock from Sony Pictures, which is becoming available before it comes out on DVD, Stringer said.
A similar movie download service will also come for its PlayStation 3 home console in the summer in the US, said Kazuo Hirai, who heads Sony Corp’s video game unit. The service will be offered in Japan and Europe at later dates, although details are not available until next month.
“Please expect more from our evolving PlayStation business,” Hirai told reporters.
Although Sony made an error in not pursuing flat-panel TVs soon enough, the company has now the No. 1 global share in liquid-crystal-display (LCD) TVs, said Sony president Ryoji Chubachi, who heads the company’s electronics operations. He credited the joint-venture in panel production with South Korean rival Samsung Electronics Co.
Sony will better focus on core businesses, which the executives said would now include its gaming business, as well as personal computers, Blu-ray disc products, computer chips, LCD TVs, digital cameras and mobile phones.
Sony is investing ¥1.8 trillion (US$16.7 billion) over the next three years for future technology, mostly to beef up those core areas, executives said.
Sony said it hopes to double annual sales from Brazil, Russia, India and China overall to ¥2 trillion by March 2011.
“Sony believes that the largest growth opportunities exist outside its traditional markets of Japan, North America and Europe,” it said in a statement.
Stringer said Sony continues to be focused on profitability, setting a target of 5 percent operating profitability margin.
“When Sony is united, Sony is unbeatable,” he said.
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