Emerging Technology

Incoming Sony CEO reveals strategy to combat Samsung, Apple

Andrew Sadauskas /

Incoming Sony CEO Kazuo Hirai says the company will focus as much on content, networking and software as it does on its physical products under his leadership.

According to TechWorld, Hirai hopes the shift in strategy will lead to a turnaround at the company, which faces losses of up to $US3 billion for the current fiscal year.

Sony has traditionally relied on physical product design and hardware innovation to drive sales in its core consumer electronics and video games markets.

However, shifts in the market over recent years have seen Sony lose ground to competitors such as Apple and Samsung in smartphones and consumer electronics, while Nintendo Wii and Microsoft 360 have outsold Sony’s PlayStation 3 in the video game market.

Hirai will gain the leadership of the company from the outgoing CEO, Sir Howard Stringer, on April 1.

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Andrew Sadauskas

Andrew Sadauskas is a former journalist at SmartCompany and a former editor of TechCompany.

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