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Fears, hopes grow for Sony under new president

Associated Press Modified: June 28, 2012 at 3:30 am •  Published: June 28, 2012

TOKYO (AP) — The record 9,000 shareholders that packed Sony's annual meeting was no cause for celebration. After four years of losses and a halving of the share price, some angry investors doubt even a new CEO can pull the entertainment and electronics giant out of its slump.

The questions for management at a Tokyo convention hall this week were familiar ones, but only growing harsher. How is Sony Corp. going to regain its past glory? Is Sony finished? When is the red ink ever going to stop?

One man got up and began shouting. One by one, shareholders demanded to know why management didn't have more fresh faces, asked if the quality of Sony products was dropping, and even wondered whether Sony faced the risk of total collapse.

Once an icon of Japan Inc. with its portable Walkman music player and Trinitron TV, Sony reported the worst loss in its 66-year corporate history for the business year ended March with red ink of 457 billion yen ($5.7 billion). Profitability was battered by factors outside Sony's control such as last year's tsunami disaster in northeastern Japan, flooding in Thailand, the global economic slowdown and a soaring yen.

But most critically, Sony stumbled in the face of powerful, often cheaper, rivals such as South Korea's Samsung Electronics Co., which dominates the global TV market. Sony has lost money for eight straight years in its TV business. Sony's glamor image is fading next to Apple Inc.'s iPod, iPhone and iPad, now bigger hits not only globally but also in Sony's Japanese home market, displaying the kind of ingenuity that was once prized as Sony's.

"We take the problem Sony's electronics business is facing very seriously, and we feel a sense of crisis," said Kazuo Hirai, the former head of Sony's game division who has taken over as CEO and president from Howard Stringer.

Decades ago, Sony co-founder Akio Morita was praised as a pioneer in unifying entertainment with technology to deliver dazzling fun gadgets such as the Walkman. He was a hero, helping fix Japan from wartime devastation, and catapulting a nation's technological wizardry to the global stage. Steve Jobs often sung the praises of Sony.

The company seemed to mirror and exemplify Japan's own rise as an economic and manufacturing power. Then something started going wrong. Critics often point to Sony's miscalculation of the strength of its digital music players over the last decade as a telling sign it had lost its way. Although Sony had developed digital music players early on, it failed to woo users by sticking to an unpopular proprietary format and not working on compatibility with the widespread MP3 format.

Now Sony's repeated promises of a revival have worn thin and are met with skepticism.

Stringer, who stepped down as CEO in April, pleaded with investors to support Hirai to carry out initiatives under the slogan of "One Sony." It's a strategy of removing barriers between the Tokyo-based manufacturer's sprawling divisions that span electronics, movies, music, banking and games so they all work better together.

But as soon as he stopped speaking, one stockholder asked why Stringer, who had hand-picked Hirai as his replacement, was staying on as chairman when Sony's performance had been so dismal under his seven-year tenure.

Hirai is promising to focus on image technology exemplified in sensors, broadcasting equipment and digital cameras to bring back Sony, but it faces competition from Samsung there as well.

"Japan excels in that core technology," Osamu Kumamoto, director at Asahi Electronics Co. of Japan, which offers image and robotics services, said at a recent manufacturing convention in Tokyo. "But Samsung is very advanced, too."

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