Introduction

Sony was once renowned as one of the world’s most successful companies. Traditionally known as a great innovator Sony has transformed entire categories of electronics with products such as the Walkman, the first transistorized television and the PlayStation. The company has however posted losses for four consecutive years and its TV division has seen eight consecutive years of loss.

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Highlights

Sony transformed technology within the TVs market in the 1960s with the introduction of the first portable TV. This led to global recognition and the beginning of Sony’s TV manufacturing operation.
The company has failed to remain a major player in the TV market and has been taken over by Korean rivals such as Samsung and LG.
The company's new CEO Kazuo Hirai has made it clear that ‘Sony will change’ and has set out a range of initiatives including turning around their television division which has been in decline for eight consecutive years.

Your key questions answered

* Why has Sony's share of the global TV market declined in recent years?
* What measures is the company taking to move back to profitability?