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Sony's new CEO plans to rejuvenate company

Posted: 27 Jun 2005 ?? ?Print Version ?Bookmark and Share

Keywords:semiconductor?

Howard Stringer made no bones about his first assignment as new chief executive of Sony Corp. in a shareholders meeting.

"My first and foremost responsibility is to revitalize Sony's electronics business," said Stringer to shareholders and media Thursday (June 23). But he reserved all the details, saying "We expect the business review to be completed towards the end of summer and will announce our strategy late September."

The British-born Stringer, 63, who headed Sony's U.S. operations, was named head of Sony in March as part of a management reshuffling. In addition to Stringer, Ryoji Chubachi was appointed as Sony's new president.

Stringer stressed that Sony is not in a situation like former Nissan Motors, which was on the verge of collapse, or Matsushita a few years ago, which reported a big loss. He will work to increase its value.

"The company with such a wide variety of products has to organize priority. We cannot do everything. We cannot cover the electronics world from one horizon to another," said Stringer. He intends to build the plan prudently over the next 100 days.

Chubachi, also present at the meeting, faces the challenge of revitalizing Sony's electronics, TV, video and portable music sectors. Like Stringer, he said full details would not be announced for three months.

While Chubachi did not reveal plans for Sony's semiconductor business either, he indicated the company has strong technology to leverage.

"Playstation is the largest chip eater. Leveraging game applications, we've got the most advanced [Cell] technology, which will give us high competitiveness. The next step is determining what applications we can develop on the Cell processor, for which we are launching a project," Chubachi said.

Concerning the next-generation video disc format, Chubachi said, "For the benefit of consumers, one unified format is desirable. For the unification, we would not spare any effort, though we support the Blu-ray Disc format. At present, there's no fixed schedule for negotiation. We'll continue the effort."

- Yoshiko Hara

EE Times





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