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Revealed: Sony's future plans for PS3, PSP and TV
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Mon Jun 30, 2008 6:41 am Reply and quote this post
"This is not your father's Sony", sums up what Howard Stringer has done at Sony since taking over the reins in 2005.
TheWales-born CEO was underlining the challenge that the company now facesin the digital age, as he led the Japanese giant's corporate strategybriefing in Tokyo today.
In the absence of any attention-grabbingnew hardware announcements, most headlines are likely to go to Sony'spledge to increase revenues in the PC, Blu-ray-related and componentsbusinesses.
Game plan
Stringer said thatSony would build these into "trillion-yen businesses" by FY2010,putting them alongside the core business units of TVs, digital imaging,gaming and mobile phones. One trillion yen is currently worth around£4.7 billion.
Although gaming is a traditional Sony strength, thedivision is mired in red ink after the costly development and launch ofthe PlayStation 3. Addressing that, the CEO promised to bring it toprofit by March next year.
Stringer also outlined plans to investclose to £9 billion in new technology in a concerted drive to becomethe world leader in LCD televisions within three years. Beyond that,the assembled execs wouldn't be drawn on precise numbers or revenuetargets.
Mobile content
Although he didn't address recent speculation about the possibility of a PSP phone or the stability of the Sony Ericsson joint venturethat produces mobile phones, Stringer did emphasise that such handsetswould continue to be sold and that "Sony music and pictures content[would be] embedded in all key Sony Ericsson product lines."
As expected, there was no discussion on life after Blu-ray– the so-called 'death of disk'. However, a hint of how quickly onlinedistribution will move centre-stage came in the news that SonyPictures' summer blockbuster, Hancock, will be made available exclusively to all internet-connect Bravia televisions in the US before its DVD release.
Movie download service
The movie theme resurfaced in a presentation from Kaz Hirai, the president of Sony Computer Entertainment, with the news that the long-anticipated film download service would finally reach the online PlayStation Network this year.
Hiraiconfirmed that US users would get first crack at PS3 movie downloads inlate summer, with Europe and Japan to follow by year's end. He addedthat full details would be announced at E3 in LA next month and thatboth standard- and high-definition titles would be available.
       
Virtual world
Warmingto the theme, Hirai added, "Please expect more from our evolvingPlayStation business." That evolution will also include themuch-delayed PlayStation Home virtual world, which Hirai demonstrated,along with new dynamic in-game advertisements that change according tothe context.
The littlest PlayStation also featured prominently,with the PSP being positioned as an interactive extension of the PS3console, as well as a tool for accessing the PlayStation Store for gamedownloads and, possibly, feature films at some undisclosed point.
Hirai's presentation concluded with something of a surprise in a new network service called Life With PlayStation.The rough demo showed a view of the Earth from space, which rotated toreveal location-related news items, reminiscent of similar services onNintendo's Wii.
Innovator and creator
Returningto the podium to sum up, Stringer emphasised his firm's creative skillsand took aim at a company many see as having inherited the Sony mantleas innovator supreme.
"We have products to get excited about [including] OLED TVs, Rolly, CyberShot smile detection and the new Bravias.
"Appleis a boutique company, but we're a large conglomerate. We recently cameout number one in a poll by Incite on innovative companies, just aheadof Apple. I rest my case."
Whether or not that's overstating thecase, Stringer's confidence in the once-troubled company is almosttangible, leaving little room for doubt that Sony is back and that itmeans business.

Contributed by Editorial Team, Executive Management Team
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