Sony CEO Designate Kazuo Hirai Streamlines Electronics Business

Kazuo Hirai Sony 2011
Toru Yamanaka/AFP/Getty Images

President of Sony Computer Entertainment, Kazuo Hirai, introduces the company's next generation portable entertainment divice, codenamed 'NGP', at an event in Tokyo on January 27, 2011. Japanese entertainment giant Sony unveiled the portable touchscreen PlayStation as it looks to launch a fresh challenge to Nintendo and Apple in the competitive mobile gaming market.

When he takes over from Howard Stringer on Sunday, he will take charge of the conglomerate's struggling TV sets operations.

NEW YORK - Sony Corp. on Tuesday unveiled a new management structure for its corporate functions and electronics business, led by Kazuo Hirai who will take over as CEO of the conglomerate from Howard Stringer on Sunday.

Hirai will directly take charge of the home entertainment business, including the TV set business, which, Sony said, "is continuing to address the challenge of enhancing profitability." Other changes are designed to streamline decision making processes and help the company turn around its struggling electronics operations.

Sony also mentioned gaming, digital imaging and mobile as three core pillars of its electronics business, on which it will concentrate its resources

"These changes are intended to drive revitalization and growth across Sony’s core electronics businesses and deliver compelling user experiences through convergence of the unique assets in place throughout the Sony Group," the company said in a statement. "With Mr. Hirai at the center of a management team that will work together with the heads of each business group and  platform, this new business structure is intended to establish rapid and optimized decision making processes as “One Sony,” that  significantly reinforce and accelerate Sony’s overall business management."

Under the leadership of Hirai, Masaru Kato, who is executive vp and CFO, and Tadashi Saito, executive vp and chief strategy officer, will oversee Sony's overall financial management and corporate and business strategies.

In the electronics businesses, they will be joined by Shoji Nemoto, corporate executive officer and executive vp, who will oversee technology strategy, and Kunimasa Suzuki, corporate executive officer and executive vp, who will oversee product strategy. The new team will support Hirai and work together with the heads of each business group "to quickly engage in the revitalization of Sony’s electronics operations," the company said.


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