CEO Howard Stringer
Sony's new President and CEO in the electronics sector, said that the current multiple factors lead to Sony, including profit hot commodity, product planning, lack of cooperation between sectors, such as the coordination would like his generation can make the "world of Sony" resurrection.
Sony is the digital consumer electronics product homogeneity of victims
Sony, you can simply divided into two, one is the diversity of organizations and institutions, on the consumer market knowledge and reaction speed is not fast enough, the lack of integration between the various departments, organizations fighting capacity cannot be fully realized. The second is in the era of digital electronics, consumer electronics tend to be homogeneous, Sony resorted to by high-priced product positioning, it is difficult to resist the price competition in the industry. In fact, Sony faces dilemma, is the world's most consumer electronic manufacturers also face the task, only Sony fame make people pay attention.
Sony in 2003 used to be a global consumer electronics manufacturers with the most representative, but in 2005, Jeffrey head has gradually been Samsung Electronics, Panasonic and manufacturers such as Apple, prevail. While Sony and most consumer electronic manufacturers, due to excessive competition led to an interest rate is not high, but in LCD TVs, digital cameras, digital music player, DVD dedicating, mobile phones market, major competitors sharp, Canon, Apple, Panasonic, Samsung and Motorola, etc, in recent years, the performance is quite good, and has written for consumer electronics leader Sony use for reference.
Crisis is the turning point, Samsung and Panasonic renovation success of enlightenment
At the end of September, SANYO Electric for 2005 July business reorganization plan "SANYO Evolution Project," supplementary programme "á" Program, plan 3-year layoff 1.5 million, of which, at the end of January 2006 and 1 million people before the reduction, and exit the DVD player, VCR and DVD, only to focus on areas of VTR in HD-DVD business; in semiconductor and TV, also will reduce the business areas.
Relative to Sony, SANYO Electric restructuring must be bold, Sony's old rival Samsung Electronics, Panasonic in recent years show relatively good.
Samsung Electronics has to be replicated object SANYO Electric, a recent major renovation in 1998, with the financial crisis in Korea with completely. Panasonic in the 2001 fiscal year (April 2001-March 2002), was the largest loss of 36 billion, but the Publisher of the positive reform in Kuniwo, 2002 launch of 88 items V merchandise (meaning reverse the situation that profit heavily from the merchandise, such as a hard disk DVD video recorders, plasma TV, green kitchen waste processor and other emerging white goods), only one year's time, let the industry business turn around, even more so that Panasonic to become the world's leading manufacturer of plasma TVs.
Panasonic VIERA series plasma TV not afraid of intimate contact Panasonic wants to push 65-inch HD plasma ice fire two days, the same results eaves two
This renovation plan of Sony, which did not disclose the drawdown of 15 business why, plus details on future policy direction, be accountable not clear investment institutions and credit rating agencies. In fact, the reform of the content, whether the measures and objectives, and the 2001 reform of many similar Panasonic, only Sony to the entire company, over the past 10 years without a loss (but 2005 because enterprise restructuring, will appear the first time losses, e-business is has 2 years of losses. ), 4 years later, Sony also need to have a series of "goods", V to reverse the negative situation.
Sony is not easy to break the electronic product homogeneity problem
Sony's e-business covers its consolidated revenue 67 per cent in the second quarter of 2005 TV sector revenues than any single Department, or even higher than the game or movie, music, finance any division. Television sector losses lead Sony Electronics business losses, other product number or a comfortable situation. So Sony to reverse the situation of the most critical in the television sector, the 2005 television sector losses estimated amount will be $ 10 billion. CRT TV sales fall, plus LCD TV prices falling too fast, the TFT LCD Panel costs cannot control is the crux of the problem.
SONY LCD TV
LCD TV as entry barriers are high, LCD Panel accounted for 7% of the production cost, if not on the TFT LCD Panel, the inherent cost savings already at a disadvantage, coupled with control IC manufacturers to provide low-cost solution, while Sony's proprietary picture quality adjustment is excellent, but Sony a manufacturer of control against many IC plant research and development resources, input costs relative to product performance improvement has become a disproportionate.
Sony to launch in the second half of 2004, the most senior brand QUALIA series LCD TV, for example, because the use of LED backlight, 46 inches when initial listing price up to 1 million, but the picture quality performance was not as of September 2005 the new BRAVIA brand with size X series top products, the latter not suggested retail price of $ 6000, visible LCD TV also is not a mature technology, we've got a lot of skills upgrading and prices. Sony BRAVIA LCD TV to substitute the new brand, product focus like WEGA to low-cost-oriented.
At the same time, the television production is to use more than 5 years of product, not
Like the iPod, high-end camera phones these commodities have fashion and product personality, consumers while knowing that the subsequent aircraft price will be lower, the function is more powerful, but easy to have the urge to buy now.Sony is the only electronic product turnover is more than $ 40 billion of large companies, want to let their various consumer electronics in the current product homogeneity is generally highlighted differences in the market, is not easy, even if Sony's slogan "like no other," stressed and other item significantly different, but consumers are willing to pay for some functions of the Sony increased pay 20% or even 50% of the price difference is unknown, the last Sony CLIE in PDA products, although delicate design but complex feature is soon in Europe and the United States market peaked and out of the market in the future.
So Sony Electronics business unit is an overall improvement to the current interest rate to see the need for some time now, Sony is not like 2002, Panasonic, Panasonic in the plasma TV, DVD dedicating, new white goods did not suffer too much competition, but now Sony in digital Walkman, LCD TVs, digital cameras, digital cameras are faced with many competitors, the recent Apple iPod nano aggressive pricing strategies, Sony digital Walkman and a major new challenge.
Samsung Electronics focus on high-end products strategy has faced challenges
Samsung Electronics in recent years in product positioning go high end line, in Europe and China and other emerging markets both visibility or marketing aspects of progress is very big, but the second half of 2004, the market share of the Terminal product has hit the ceiling, for example in China and Taiwan, China, since its flat-panel TV pricing higher market share, improving quite negative. 2005 Samsung Electronics in the handset market share and the first two big Nokia (Nokia), Motorola (Motorola) could not be closer and high-end positioning policy bottlenecks. In the end product areas, tomorrow's Samsung Electronics will turn into today Sony, Samsung Electronics is currently required to watch out for.
Sony: with Apple, Samsung, Panasonic product reference and pitted against each other
From Sony, Panasonic, Samsung, Apple in recent years the development and success of the product, you can find that each have a competitive advantage, the overall success or failure depends on the condition of the master, and play. Apple strength in innovation and product design, the smaller will help focus the product surface.
Samsung Electronics really make money in the semiconductor industry, TFT LCD and cell phone, business interest rate in single season 2004 annual respectively up to 47% and 35%, 26%, much higher than the Sony by 2007 annual e-business business interest rate target of 4%. From Samsung Electronics at the end of September 2005 announced that seven years about $ 33 billion investment plan for semiconductor base, namely know Semiconductor is Samsung Electronics strategy core.
Most people believe that improvement as Panasonic Sony reference, but Panasonic is the interest rate is not high, 2005 ~ September business interest rate estimated to be about 3% higher than originally expected 2.5% higher, in the second quarter of 2005 in the product to plasma TVs and digital cameras (stressed the ultra-thin, anti-shake) the highest growth rate in sales, respectively up to 72% and 114%, including cell phones, stereos, DVD dedicating, General electronic components, batteries, and so are sales recession scenarios. If Sony can solve the problem of television sector losses, the two companies in the electronics on the differences between the profitability will be negligible.
Sony can learn from Apple to focus on and the importance of innovation, iPod series products continually create surprise and create amazing sales, but Sony create a surprise product (such as LED backlight LCD TV, QRIO robot and AIBO robot dog) but cannot bring profit, Sony's latest plan listing digital Walkman storage space is smaller but more expensive than the iPod nano, Sony will face in the digital music player battle.
LED backlight LCD TV (click to enlarge)
QRIO robot (click to enlarge) the AIBO robot dog (click to enlarge)
Panasonic in 2002 and 2003 respectively launched 88, 90 V, represents Panasonic has many commodities have the potential to improve profitability, but Panasonic's success still is in the plasma TV, DVD dedicating and digital cameras established market position. Sony must be found to be similar to the fist merchandise, currently clear improvement lucrative, Sony LCD TV, PS3, PSP will take on responsibility.
SONY PS3 (click to enlarge)
SONY PSP (click to enlarge)
Sony and Samsung Electronics in product design, marketing, on their own strength, Samsung Electronics is the key to high profit in components and mobile phones, digital media and home appliances by interest rates are not prominent, Sony semiconductor Cell processor features are strong, but even common development manufacturers Toshiba, Musée also indicated will not be applied in flat-panel TV, how to make the Cell's huge investment advantage, will be the Sony semiconductor industry focus.
Summary: Sony needs to fame and fortune and hot products
Overall, Sony from homogeneity too high a consumer electronic product turnaround, in addition to drawing on competitors, or need to develop adequate to represent Sony, in reputation and advantages can be cum very hot commodities. In addition, this management policy in stop QUALIA new product development, in the short term to save costs, but in fact product line has extensive Sony still need a top brand, as Toyota LEXUS brand is needed, like 70-inch LCOS projectors, rear projection TV, etc., because the technology has to a certain level, are considered to continue development of the project.
SONY QUALIA rear projection TV
The author believes in power, consumers are always in order to
Satisfy yourself of enjoyable, and continually seeks to the latest and greatest material, spiritual enjoyment. Maybe the gastronomy, maybe watch, maybe the designer clothes, or even all kinds of Special Collections. This is human nature, but also contributed to economic and social progress. Sony electronic products earlier years may have been the author of the brand, it pursues a unique appearance, superior performance, leading peer technology, there is a high price, always let consumers hate and love. I now do not forget that a child who is home to have a Sony CRT TV is so excited about. It cannot be said that the Sony decline, can only say that Sony Goliath in today's competitive environment, some delay in the hope that this time the new pilot, to revive the glorious past of Sony.
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