Sony CEO Sir Howard Stringer expressed pleasure over the
success of the European PlayStation 3 launch, saying, “We came into the
[European] market with more games and perhaps we lived up to the expectations
in Europe in a way that perhaps we didn't in Japan.”
“I think we're close to an 800,000 sell-through in Europe
now,” Sir Howard Stringer was recorded as saying at the Financial
Times. “I think the first two days in the UK, £100m revenue changed
hands and that's probably the largest consumer electronics sale in history.”
Stringer made his comments to the media while attending the
global premiere of Sony Pictures’ Spider-Man 3 in Tokyo. In the context of the
movie premiere, the executive let on that he is supportive of using
Sony-exclusive content to help drive the sales of its hardware and formats.
“I see no reason we can't use content to drive the sales of
hardware as the network connectivity becomes more sophisticated. After all,
Steve Jobs is running around, trying to line up studios. I've already got one,”
Stringer quipped.
Stringer was brought into Sony to help turn the company
around with his fresh perspective. Although he has been met with some internal
resistance from within the company, he remains remarkably frank and focussed on
the present and future of Sony.
Shares of Sony Corp. are at a two-month high after Nikkei
analysts expect profits exceeding
original estimates, thanks in part to the strong performance of the company’s
consumer electronic division from sales of Bravia televisions.
Part of Sony’s turnaround may involve the termination of
various unprofitable, ‘zombie’ arms of the company such as PC peripherals and CRT televisions, though such an action is
largely unfavorable in Japanese business. Stringer seems to be well aware of
that, adding, “We are very reluctant to give up on unprofitable businesses ...
and there has to be a balance ... The nightmare for me is complacency.”
Although Sony is losing money on
every PlayStation 3 sold, that may no longer be the case a year from now,
according to Yuji Fujimori, an analyst at Goldman Sachs. “In the March quarter
of 2008, Sony will start making money on the console. In the longer term, I see
the PS3's market share at 50 per cent within three years. In the shorter term,
I see it at below 30 per cent,” Fujimori said.