New Sony Chief Executive Reveals Fast-Forward Plans

The next chief executive of Sony Corp. promises to forge a new path for a company that once dominated the business of filling free time with the creation of wildly popular consumer products, from Trinitron TVs to Walkman music players and PlayStation game consoles.

The selection of 51-year-old Kazuo Hirai by Sony's board Wednesday ends the reign of Howard Stringer, the boisterous and charismatic Brit who in 2005 became the company's first non-Japanese chief executive and over seven years as boss couldn't turn around Sony's electronics business.

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MGRogue20172028d ago (Edited 2028d ago )

I don't think so.. Not if I can help it, How much you need?? *opens wallet*

... Take it easy though, plz.. don't go too overboard.. limit is $50 ;)

MariaHelFutura2028d ago (Edited 2028d ago )

Sony will be fine, if anything they need to seriously restructure the PS marketing division.

Parapraxis2028d ago

The PS division is one of main reasons they are still afloat.

MariaHelFutura2028d ago (Edited 2028d ago )

Let's be real about something....

MS can make something average seem great and Sony has problems having great things recognized the way they should be this generation. Example... I haven't seen ONE PSVita commercial yet and it comes out in 2 weeks!! Kinect one the other hand (which I dislike BTW), I saw countless commercials before it launched. If Sony doesn't make people aware of the platform, don't expect it to sell aswell as it could. Just being amazing in this day and age doesn't do it, the world moves too have to inform people as much as possible because the average person has the attention span of a puppy.


No. I stopped clicking N4G articals a long time ago. Oh well... Sony still needs to advertise the PS platforms better!!!

gamingdroid2028d ago (Edited 2028d ago )


Did you not read the article?

They clearly spell out some of the troubles Sony is having, including 7 straight year of losses for the TV division, 4 straight years of losses for the company (soon to be five), a $2 billion loss in last quarter and 17% sales drop.

Sony is just figuring out that "experience" is what drives sales these days, not hardware that will be replaced shortly:

"Mr. Hirai described his strategic goal as teaching the company's 168,000 employees that past successes in manufacturing must be replaced by selling the harder-to-quantify "user experience." The world has moved on, he said, "We can't just continue to be a great purveyor of hardware products, even though some people expect us to do that.""

The good news, Hirai turned a $2 billion loss on the PS3 business around so he has some merit to potential turn-around. Then again, Stringer did too.

It is far easier to start a new business than fix an ailing one....

Army_of_Darkness2028d ago

I would totally buy one!! they just too expensive compared to the other brands.

baodeus2028d ago

I think charging premium prices in this economy is what kills them (especially their TV vs many others TV that are cheaper and probably better too).

Sony really have to realize that they aren't the only one in the market anymore (from TV to gaming console to even smaller devices like music player etc...).

Legion2028d ago

It's more their TV business and other areas that are needing the attention, as the PS side has seen a turn around already.

Sony has the same issue that Apple does of making a product and pricing themselves out of the market with it. (talking Apple computers here) Sony TVs are too expensive for the market to handle... especially with the economy the way it is today.

And they need to be aware that their marketing plan is not working. Market wisely and use the resources that you already have. They seem to be relying too much on their name versus actually advertising properly. Can't rest on old laurels.

princejb1342028d ago

competition is to fierce now adays
i used to love sony products from mp3s to tvs cell phones
than apple came along and is dominating every business its profits with a phone and a laptop

and we still in a recession so that may also be the blame for losing money
i havent bought a game since mw3(which i regret)

there tvs are to expensive at times
i ended up buying a from a tv brand i never heard of (dynex) just because it was cheap

SwampCroc2028d ago

yeah the PS division is why Hirai is getting promoted in the first place..

he is the one that turned PS back around.

BattleAxe2028d ago (Edited 2028d ago )

Its their TV division that is really getting hit hard.

If i were CEO:

- drop the TV division
- focus on their core services such as PSN
- focus on devices that support their services (Sony's Mobile Phones Division, PS3, VITA and VAIO)
- offer better pricing on Sony's own collection of Movie and Music products
- heavily promote Sony Music, Sony Television and Sony Movie Productions through the PSN
- bring full connectivity and interactivity of the PSN to the PC
- come up with creative exclusive deals to sell Sony exclusive games on a platform like Steam
- buy out companies that provide services like NETFLIX (Sony has been rumored to be interested in buying NETFLIX)
- continue to produce video cameras, photo cameras and MP3 players, and ensure that they are open source and that they do not use proprietary connectors and power chords.
- release Official PSN Apps on Android devices, iPhone, Google Chrome, Facebook and televisions made by Samsung, Panasonic, Sharp ect... ect....

Soldierone2028d ago

Why did people take that comment so negatively? I mean come on, Sony has amazing products they just suck at marketing things. They spend their money on products and that is great, but it still needs to get known.

The Kevin Butler ads were great, then they disapear and PlayStation isn't in the media anymore. Yet you see Xbox all over Disney, kids stuff, products, advertised on sports games, it's every where. Vita is hardly known, and the Taco Bell thing seems to be as far as that is going to go.

Let's put it this way. PlayStation is selling extremely well with limited marketing, imagine if Sony put a force behind it? Sales would sky rocket.

Also at the person above, TV sales are actually a high point for Sony. It was only a low point when they put their money into Plasma, thats over and done with now.

Dee_912027d ago

the got that taco bell vita commercial.But I havent seen a commercial only about the vita.
Marketing isnt only commercials .Commercials play a big part.however they could still really improve on marketing.

zag2027d ago

marketing is only 1 thing.

To make people want to buy something you also need content.

Sony have plenty of content but their products don't access it fully, everything is moving to a digital copy/download only type service and I think Sony is going to end up only releasing via downloads at some point 2-3 years time maybe sooner.

MS market heaps but that's all they do really, they don't make games anymore, they have dropped flightsim the only thing they made that was a game for about 20 years this has now turned into a kids kinect type flight sim game thing now, it's probably going to be an utter waste of time.

MS don't make any content what so ever they rely 100% for content from other companies, if those companies go bust there less or no content on the 360 etc.

I think Sony will end up coming around probably with the next gen because they'll have all their music/tv shows/movies/games and what ever else that comes be all linked up together in the one hub that you can access very easy.

The PS3 and PSN works well but when you try to link in online stuff it's a bit flaky at best, you can really tell they kinda had an idea but the idea wasn't exactly right for what has ended up happening.

I don't know if the next xbox will be a big seller as I think Sony is really hoping the content side will pull them through.

tokugawa2027d ago (Edited 2027d ago )

most of the people on here are not living on the same planet!

not so long ago, sony equalled a premium price, and people were prepared to pay for it.

fast forward to now, and for every over priced sony product, you can probably find a better quality product, made by someone else (like samsung) at a better price.

in 2011, like an idiot, and against my better judgement. i bought a 46" LED 3D bravia...and it is shit! all the reviews (which came after i bought it coz it was a 2011 model ) stated the exact problems that i have with it.

i wasted over $1400 - £1200 -1400 euros on it. i shouldve got a samsung or a cinema 3D LG. i just bought a camcorder. and after researching my purchase, i got a samsung, which outperforms sony products, but was around $100 cheaper than them.

sony need to pull their heads out of their arses! now the only sony product i will buy is their consoles! the rest are just overpriced, because it has sony wrote on it.

dont flame or bubble me down kids. i am just speaking from experience. the days of guarantedd sony quality are long gone. most people know it.. except sony themselves! oh and top-ten/blogs4fanboys army

tokugawa2027d ago (Edited 2027d ago )

mods delete please double post

tokugawa2027d ago (Edited 2027d ago )

mods delete please triple post

sikbeta2027d ago


Nop, it's the whole Sony Corp, not just PlayStation, duh, SCE is actually one of the few divisions working well...


Fix This S*** Kaz! :D

+ Show (13) more repliesLast reply 2027d ago
Ranma12028d ago (Edited 2028d ago )

Hirai, what you should do is merge with an OIL company.

Then you will have a bottomless war chest to fund the PS4

...this is based off my experience of business

LaChance2028d ago (Edited 2028d ago )

Even more exclusives is the solution Sony ! That will help you beat the 360 and Wii worldwide just like you''re doing right now !

MariaHelFutura2028d ago

From a gamers perspective nothing is wrong w/ more exclusives... AT ALL. They just need to market themselves MS.

Godchild10202028d ago

I think I'll take less exclusives with better market or more marketing for their AAA games.

dcortz20272028d ago Show
cjflora2028d ago

I love how everyone always assumes articles like this are specifically referring to Playstation. Sony is much bigger than their gaming console.

gigreen2027d ago

I don't think exclusives are the solution.

As some people said, they need to focus on better marketing. The first step would be getting rid of the name Playstation.

sikbeta2027d ago

I'll take more exclusives than anything, you know, gaming is my thing, don't give a f*** about financial s*** and all that :P

+ Show (3) more repliesLast reply 2027d ago
metsgaming2028d ago

just look at all the great things Hirai has done, if anyone can fix their problems its him. Plus with him as CEO you would think more money would go towards playstation. Which it will he even said that he will focus on the core business which gaming is apart of.

I found out yesterday from an article that Stringer cant even speak Japanese !!!!! He was CEO of a japanese company but cant speak the language at all i mean come on.

salinidus2028d ago

sony will be fine especially with such an enthusiastic and goal driven person (kaz hirai) now taking the helm

Jamaicangmr2028d ago

who would disagreethis was comedy God lol!
+ bubble man.

Consoldtobots2027d ago

"I would totally buy one!! they just too expensive compared to the other brands."

IMO this has been sony's whole problem, way overpriced products(tv's) when people can buy a similiar "experience" for sometimes half the price. Add to that the most incompetent advertising campaign I've ever seen for any products in the states and you have this...

seriously when was the last time you anything Sony advertised on TV on any consistent basis?

TOSgamer2027d ago


How does buying netflix fix anything? If anything netflix has their own problems which include about 3 billion plus of debt in contract obligations for content. Their dvd business is evaporating and they make squat on their stream business.

morkendo232024d ago

what they need to do is bring back VARIETY!! of ps2 era. gamers CANT live on hardcore only games.we need platformers an sidescrolling games too.

+ Show (6) more repliesLast reply 2024d ago
-Mezzo-2028d ago

I enjoy Sony's Console & Televisions, i really hope they bounce back & keep on going.

dragon822028d ago

Besides my PS3, I really enjoy my Sony tv and camera. I hope they are around for a very long time.