How must SONY change its business strategies for 2010 and beyond? s1180014 Kuwana Keiko
ServicesSony is implementing additional transformation measurescentering on the following four initiatives:- Target consistent profitability in core hardware businesses(TV, game and digital imaging)- Provide new user experiences integrating innovativehardware, software and services- Reach out to new customers and develop new geographicmarkets- Increase Sony’s focus on environmentally consciousproducts and processes
TV business• Target returning the LCD TV business to profitability inthe fiscal year ending March 31, 2011 and achieving a 20%worldwide market share on a unit basis in the fiscal yearending March 31, 2013.• Create a new revenue model beyond conventional TVbusiness models.- Introduce “Evolving” TV that delivers new applicationsover the network.- Develop new generation displays using proprietary Sonydevices.
Game business• Target returning to profitability in the fiscalyear ending March 31, 2011.• Increase revenues by expandinghardware/software sales and enrichment ofPlayStation®Network services.• Improve profitability in the game business bycost reduction and other measures.
Network-connected products and services• Further expand Sony’s networked servicebusiness by utilizing the rapidly growingPlayStation®Network services (over 33 millionregistered account users as of November 16,2009) and by integrating attractive hardware,including new mobile products and otherconsumer electronics, with networked services.Target annual revenues of 300 billion yen fromnetworked service business by the end of thefiscal year ending March 31, 2013.
• Strengthen and expand networked mobilebusiness.- Strengthen collaboration with Sony EricssonMobile Communications.- Accelerate rollout of e-book (hardware andcontent) business.• Expand Sony’s lineup of network-connectedproducts. Target installed user base of 350million units by the end of the fiscal yearending March 31, 2013.
3D-related product businesses• Engage Sony’s group-wide assets from contentproduction to display devices and game tomake available a wide variety of attractivecontent and hardware, and drive the creation ofnew 3D markets.• Launch 3D-related products for the home,including TV, Blu-ray DiscTMplayers/recorders and 3D gaming onPlayStation3 in the fiscal year ending March 31,2011.
• Provide solutions for 3D content production,distribution and theatrical projection to leadthe field in broadcast and professionalbusinesses.• Target revenue from 3D-related products ofmore than 1 trillion yen (excluding content) inthe fiscal year ending March 31, 2013.
Lithium-ion battery business• Secure high profitability in existingbusinesses.• Analyze possible entry into new businessdomains (storage/e-Vehicle battery).
ConclusionReach out to new customers and develop newgeographic markets• Strengthen direct marketing strategies.• Promote Sony Group’s unified brand message“make.believe” globally.• Continue to invest in emerging markets,including BRIC countries, to develop newcustomer bases.
ReferenceSony Group Corporate Strategy Update FY2008 - FY2010*http://www.sony.net/SonyInfo/News/Press/200806/08-080E/The Sony Corporationhttp://en.oboulo.com/the-sony-corporation-58978.html