Sony rings the changes

Sony has announced a major re-structuring of its business which will see its Vaio PC business bundled with its mobile products and PlayStation platform, and a new management team.

The firm, which last month projected it would report its first annual loss in 14 years, is making the changes to “improve profitability and strengthen competitiveness in the midst of the continued global economic crisis”, it said in a statement.

As of April 1 2009, current chairman and chief executive Howard Stringer will also take the role of president, and assume more direct involvement in the electronics business, with current president, Ryoji Chubachi, moving to vice chairman.

A new Networked Products and Services group will include Sony Computer Entertainment (SCE); personal computers (Vaio); new mobile products, including the current Walkman lines; and Sony Media Software and Services.

“The group also plans to incubate new products leveraging Sony’s best technologies. Integral to this process is the utilisation and expansion of the PlayStation Network service platform, which currently has 20 million registered accounts globally,” the firm said.

Kazuo Hirai will head up this group as president, while maintaining his position as chief executive of SCE.

A second Consumer Products Group (CPG) was also announced, including Sony’s Television, Digital Imaging, Home Audio and Video businesses.

“Consumers want products that are networked, multi-functional and service-enhanced utilising open technologies, and user experiences that are rich, shared and, increasingly, green,” said Stringer.

“This reorganisation is designed to transform Sony into a more innovative, integrated and agile global company with its next generation of leadership firmly in place.