Sony has just announced a cabinet reshuffle which aims to focus the entire company in the new strategy, ‘One Sony‘, conceived by the new President and CEO Kazuo Hirai. The last months have been interesting for Sony regarding the mobile market, acquiring the share of Ericsson in their now defunct joint venture and the subsequent rebranding of phones with the Sony brand.
It is quite clear that the company is betting everything on the mobile market and its structure is to reflect this need. The three “pillars” of Sony and its business are digital imaging, gaming and the mobile industry, in fact. Kunimasa Suzuki was appointed ‘Officer in Charge of User Experience, Product Strategy, and Creative Platform’ and, in short, be responsible for planning and designing for consumers of all related products. Also, will oversee the mobile business, which now includes smartphones, and tablet PCs. Suzuki was the former head of the Sony Vaio PC.
His promotion is interesting, because there is no sign of the presence of Bert Nordberg, who was the CEO of Sony Ericsson Mobile Communications Sony also responsible for after Sony acquired the interest in the joint venture. The new CEO, which is attributed largely to the success of the PlayStation, Sony seems to think that an executive can do a better job in the mobile Nordberg than I ever did. Given the poor results of Sony Ericsson in recent years, who could disagree?
It will be interesting to follow the transformation from Sony this year, to understand what they earn at the level of innovation in the mobile industry.