Like Japan itself, Sony struggles to adapt

By Chico Harlan,March 29, 2012
(Page 2 of 2)

Analysts say he was able to do only some of what he wanted. Stringer eliminated thousands of jobs, and outsourced some factory production, slimming the supply chain. He also dissolved the company’s partnership with Ericsson in a struggling mobile phone venture.

Stringer’s cost-cutting, though, faced resistance from executives in Japan, who before the 2008 economic crisis felt that Sony could thrive without layoffs. Even after the financial shock Stringer made few changes to operations in Japan. Some 50,000 of the company’s 168,000 employees remain in Japan, where labor costs are among the world’s highest.

Sony was founded in 1946 (as the Tokyo Telecommunications Engineering Corporation) and headquartered in a burned out department store. During the next decades, Sony created products that people wanted — before consumers even knew they wanted them. Televisions and camcorders and Walkmans.

But the company has struggled for years to find another hit. It pitched the digital Walkman as an iPod competitor, but the device had a clunky interface and used proprietary audio files, not the standard MP3s. It released its first tablet almost 11/2 years after Apple released its iPad. Sony’s latest attempt at a hit is the PlayStation Vita, a handheld device designed specifically for gamers — even at a time when more and more people are playing games on their mobile phones.

Sony has forecast that it will post a loss of 220 billion yen, or roughly $2.7 billion, for its fiscal year ending Friday. The company, worth $100 billion in 2000, has lost four-fifths of its value. It makes everything from cameras to rice cookers, but it is also facing a domestic market — with an aging and shrinking population — that is buying less and less.

“I have a very strong sense of crisis about the environment surrounding us,” Hirai said in a news conference in early February. “We cannot be afraid to make painful choices for the future of Sony. Our rivals and the operating environment won’t wait for us.”

Special correspondent Ayako Mie contributed to this report.

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