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Customer Discussions > Video Games forum

Sony forecasts fourth straight loss ($1.1 billion)

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Showing 1-25 of 78 posts in this discussion
Initial post: Nov 2, 2011 7:20:00 PM PDT

TOKYO: Sony Corp said it is headed for its fourth straight annual net loss, instead of a profit it forecast earlier, as Thai floods disrupted camera production, adding to losses from a soaring yen and price slides in its TVs and PCs in the United States and Europe.

The maker of Bravia TVs, Vaio computers and PlayStation game consoles changed its forecast to a loss of 90 billion yen ($1.1 billion) from a net profit of 60 billion yen earlier.

Sony is yet another addition to a lengthening list of Japanese firms that have posted poor quarterly results due to factors including the strong yen, floods in Thailand and weak demand in the United States and Europe.

The list includes Honda Motor Co , Panasonic , Nintendo Co Ltd and Nomura Holdings . Sony blamed the deluge in Thailand for cutting 25 billion yen in expected earnings, and reduced its TV sales forecast by 9
per cent to 20 million sets , the second cut this financial year.

"The Thai floods are only the latest problem for Sony, which is struggling to come up with another hit product like the Walkman," said Fujio Ando, senior managing director at Chibagin Asset Management.

"As far as its TV business, its situation is the same as Panasonic's -- making deep cuts to stay competitive with no guarantee the restructuring will work," he said.

Sony, which is heading for its eighth straight annual loss in its TV division, is revamping the unit, but a lack of details since the plan was announced three months ago and poor sales are keeping investors downbeat.

The company said it will aim to cut the TV unit's operating loss, expected to be 175 billion yen this financial year, by half in the next year and return it to profit in the year ending in March 2014.

"The TV business is an essential part of Sony's growth strategy. We, as management, feel a great sense of crisis after seven straight years of losses," Sony Executive Deputy President Kazuo Hirai told a briefing.
Check out Brand Equity's Most Trusted Brands List 2011

Posted on Nov 2, 2011 7:28:08 PM PDT
W. Newberry says:
That sucks , I hope they can turn things around.

I'm not entirely envious of their business style though.

They seem to have too much pride for their own good.

Posted on Nov 2, 2011 7:32:34 PM PDT
Sisyphus says:
Samsung owns the tv market. I come from a loyal Sony tube tv family but we all went samsung for lcd. They just look better. Get a clue, sony.

Posted on Nov 2, 2011 8:27:21 PM PDT
John McClane says:
Sony should include a PS3 with all of their TVs.

Wait, what?

Posted on Nov 2, 2011 8:46:24 PM PDT

Posted on Nov 3, 2011 7:09:20 AM PDT
Last edited by the author on Nov 3, 2011 7:09:43 AM PDT
GarionOrb says:
If they wouldn't charge twice as much for their TV's as everyone else, they would sell a whole lot better. Just sayin'.

Posted on Nov 3, 2011 7:15:15 AM PDT
M. McFly says:
But according to Flores they are winning.........They will turn it around they had a lot of bad breaks this year (natural disasters/yen) that they had no control over, but current management needs to go. They are trying to do to much by being in everything and by doing so aren't doing anything great. MSFT was dumb enough to try to get into the music business with Zune but at lease they shut it down. Sony needs to decide what it wants to excel at and sell off the rest. Camera's are dying, who is really looking for a Sony tablet. Stick with TV, Video Games, Movies and phones lose the rest

In reply to an earlier post on Nov 3, 2011 7:17:18 AM PDT
GarionOrb says:
"They will turn it around they had a lot of bad breaks this year (natural disasters/yen) that they had no control over"

That would partly explain why they are at a loss this year, but for 8 straight years?

Posted on Nov 3, 2011 7:30:07 AM PDT
Phranctoast says:
As long as the gaming division does well enough for Sony to keep pumping out all those exclusives I couldn't care less about their losses. From past reports in looks like Microsoft is doing better than Sony yet their concentration is all on Kinect and very few core exclusives.

In reply to an earlier post on Nov 3, 2011 7:30:12 AM PDT
Last edited by the author on Nov 3, 2011 7:35:51 AM PDT
got mayo?™ says:
Its a double edged sword. They dont have the demand necessary to have the production levels that facilitate aggresive pricepoints. Only way is outsourcing more to lower production costs and once demand raises, keep pushing the profit margin by way of lower cost from larger batches of production.

Basically, Sony's TV business has been in 'PS3's launch crisis' mode ...well...for near a decade now...

The only answer is to dilute the brand and continue to embrace 'marketeering'.... where they are essentially putting the Sony label on Sharp and Samsung made glass panels...and whatever other measures they can muster to keep market share. This only makes OEM's like Samsung and LG stronger though, because not only can they still be cheaper, they are taking your money and pushing the blade in at the same time because you 'need' them. Its really no longer an economic climate for Sony TV's, somewhere down the line they 'lost' that business by playing their cards wrong and they remain reluctant to remove themselves from the downward spiral.

Posted on Nov 3, 2011 9:02:00 AM PDT
Zeus Carver says:
10 years of fail and here's to 10 more. Sony is doomed. When they go into bankruptcy I might pick one of their TV's up at 90% discount.

In reply to an earlier post on Nov 3, 2011 9:03:05 AM PDT
Are they gonna sue us for not making them profitable?

Posted on Nov 3, 2011 9:34:57 AM PDT
Last edited by the author on Nov 3, 2011 9:38:26 AM PDT
Lucanus says:
Sony is failing, I have been saying this for months. In the videogame market Nintendo crushed them, Microsoft is neck and neck with them. Panasonic and Samsung both make better HDTVs, for a lot less. In the camera market Nikon and Canon destory their cameras. Sony's laptops are greatly overpriced. There isn't a single product Sony makes that stands out. All their products are inferior to something else on the market. People will want to downvote me but it is true. I dare anybody to name a single market where Sony makes the best product. Not only are Sony products not the best, but they cost more. Which is a shame, because back in the 90s both the Wega and Playstation brands were fantastic.

To quote Flores; "the end is nigh"

In reply to an earlier post on Nov 3, 2011 9:48:19 AM PDT
Ice King says:
That's a good point. The last Sony product I bought that wasn't video game related was a surround sound system that was barely louder than the TV's internal speakers.
I like my Playstation 3 though, even if the Playstation network is slow as molasses and requires updates every few weeks.

Posted on Nov 3, 2011 9:55:03 AM PDT
GarionOrb says:
"There isn't a single product Sony makes that stands out."

Actually the PlayStation brand stands out pretty well. No fanboyism, but it's by far one of their greatest successes business-wise.

Posted on Nov 3, 2011 9:58:27 AM PDT
Last edited by the author on Nov 3, 2011 10:01:24 AM PDT
got mayo?™ says:
Sony used to rule the TV market: the Trinitron/Wega
Sony used to rule the media player market: The Walkman
Sony used to rule Home and Car Audio: The ES line was the ish, and the last high end venture in that segment. Say hello to Xplod.

The Playstation brand is still great high end product IMO, but their marker share has waned in the face of competition. Such a well rounded, long standing electronics company is now being propped by their video game division and the bleeding continues. Fire all those imbecils , it starts at management and their little think tanks.

In reply to an earlier post on Nov 3, 2011 10:10:22 AM PDT
[Deleted by Amazon on Feb 1, 2012 2:27:37 PM PST]

Posted on Nov 3, 2011 10:11:25 AM PDT
Last edited by the author on Nov 3, 2011 10:11:41 AM PDT
Flores. says:
Cool, a Sony-bashfest, where everybody upvotes each other! (As long as you say Sony sucks, that is)
How nice.

In reply to an earlier post on Nov 3, 2011 10:14:04 AM PDT
your nightmare

In reply to an earlier post on Nov 3, 2011 10:14:42 AM PDT
Flores. says:
Actually, I'm having a blast here.

Posted on Nov 3, 2011 10:14:47 AM PDT
GarionOrb says:
The PS3 has sold remarkably well. It's just shy of what the 360 sold, and it's sold enough that it can be considered a successful business.

In reply to an earlier post on Nov 3, 2011 10:16:12 AM PDT
ps3 should split from sony?

Posted on Nov 3, 2011 10:17:26 AM PDT
[Deleted by Amazon on Feb 1, 2012 2:27:37 PM PST]

Posted on Nov 3, 2011 10:41:26 AM PDT
Last edited by the author on Nov 3, 2011 10:44:39 AM PDT
Lucanus says:
The Playstation brand is certanly still strong, but not as strong as it used to be. Everything else Sony related has fallen. Sony does not make a single product that is the best in it's category. Not one.

Speakers: Klipsch/Polk>Sony
Receivers: Pioneer/Onkyo>Sony
HDTVs: Samsung/Panasonic>Sony
Computers: Apple>Sony
Cameras: Nikon/Cannon>Sony
Videogames: xbox 360=ps3, be honest both are equal as gaming machines

Sony does not win any category. Not one.

In reply to an earlier post on Nov 3, 2011 10:46:51 AM PDT
Flores. says:
Keller, you're entering McKinley/Mel territory of anti-Sony obsession there.
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Discussion in:  Video Games forum
Participants:  23
Total posts:  78
Initial post:  Nov 2, 2011
Latest post:  Mar 7, 2016

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