Sony looks to PlayStation as brand’s saviour

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Sony as a whole isn’t doing quite as well financially as anyone would like. People aren’t really buying their TV’s (even though their newest models are AMAZING for gaming), and despite putting out one of the best Android phones on the market right now  with the Z3, their mobile division isn’t the market leader it had hoped it would be. As a result, they’ll be cutting back on both of those markets.

“There’s a lot of expectation for Sony now, but nothing is sure until there are results,” Ichiyoshi Asset Management chief fund manager Akino Mitsushige told Reuters. “Getting out of the mobile market is an option, but they can’t do that now, so they will need to make some fundamental changes.”

Those changes include trimming the fat from its TV and mobile production. Instead of trying top bulldoze its way to being a market leader as its tried in the past, it’ll focus squarely on turning a profit.

“We’re not aiming for size or market share but better profits,” says Hiroki Totoki, Sony’s newly appointed mobile boss.

What does this have to do with PlayStation? The company’s finally realised that as one of its only divisions  to consistently make any money, they’ll be pouring more resources in to the PlayStation brand. Sony has instituted a three-year plan that looks to reduce support for its mobile device and television divisions and will function to boost sales of the PlayStation division by 25 percent. How they’ll do that is anyone’s guess right now. Thing are certainly starting to look better for the company since former PlayStation boss Kaz Hirai took over the reins and instituted his One Sony policy.

Last Updated: November 26, 2014

Geoffrey Tim

Editor. I'm old, grumpy and more than just a little cynical. One day, I found myself in possession of a NES, and a copy of Super Mario Bros 3. It was that game that made me realise that games were more than just toys to idly while away time - they were capable of being masterpieces. I'm here now, looking for more of those masterpieces.

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