Sony: Give up the pursuit of "scale"

Sony is adjusting its thinking on the road to turning losses in color TV services. Oda Liwen, head of the planning and marketing department of the Sony Group Home AV Entertainment Division, announced that cost reduction operations have been completed in 2012. This year, he hopes to further increase Sony’s share of global TV sales, but does not pursue global TV sales. The proportion in the ratio.

Including the forecast for the 2012 fiscal year, Sony's color TV business will continue to lose money for nine years. Since last year, Sony has launched a large-size 4K high-end television, abandoning its profit-for-market approach and replacing it with efficiency. This is in line with the previous thinking that Sony kept reducing costs and improving operational efficiency. Sony recently added 65-inch and 55-inch 4K TV model expansion camps in China. Whether it can succeed in turning losses, the performance of 4K in China will be the key.

Plus 4K TV wants to turn losses

“We are already on the profit track and we are financially healthy,” said Oda Livin. “It is impossible to create profits by simply reducing business equivalents. We need profits and need to grow, so the best way is to strengthen the products themselves.”

In September last year, Sony released the world’s first 4K TV in China with a screen size of 84 inches and a price of RMB 170,000. Since then, domestic manufacturers have launched 4K TVs. The president of Sony China Co., Ltd. Shigeki Kuroda said: "The television sales in the Chinese market exceed the expectations of Sony's headquarters." However, Sony did not disclose the price of the two new models, and the market expects the price to reach tens of thousands. yuan.

Okuda said that 4K television has just been launched, and how good the sales performance can be is not yet fully predicted. It is reported that Sony's color TV business has established its goal of turning losses in 2013, and 4K products are a very critical step. According to Ichiro Takaki, senior vice president of the Sony Group, and vice president of the Sony Home Audio & Video Entertainment Division, Sony will have three initiatives to improve its performance. First is to strengthen the product, and 4K is also a link among them; second is the improvement of operational efficiency, and finally marketing.

Continue to emphasize the return to quality

In the face of the smart trend, Sony still emphasizes quality. Kurida Shikisai said that in the television product field, Sony has always emphasized "regression to music," that is, product quality and sound quality. In its opinion, TV products with large screens, excellent picture quality and sound quality are the directions for the development of television entertainment.

Sony has its own understanding of the current trend of "intelligent" television. Data shows that the average age of a TV is usually 5-7 years, which means that smart phones or tablets have been updated for 3-5 generations. Sony believes that in home entertainment, the most important thing for TV is to provide the best picture quality and sound quality, and use the smart connection with other devices to jointly complete the "intelligence" of home entertainment devices.

Therefore, Sony provides smart connectivity solutions for its BRAV IA LCD TV products to enhance the connection between TVs and mobile devices. For example, when a mobile phone is connected to a TV via an MHL cable, high-definition content in the mobile phone can be presented on an HDTV, and various mobile phone applications can be used on the TV. Okuda said that this way, you will never have to worry about your smart TV not being developed fast enough, and you will not have to put all your chips into the TV very reluctantly. This is the solution that best meets your needs.