Current Sony president Ryoji Chubachi will step down from the role and move to become vice chairman,? ?still remaining a member of the board and assisting Stringer.?
It is unclear how this new corporate structure will help the business from its current problems,? ?though there had previously been suggestions that there was a degree of friction from within Sony’s management.? ?Stringer’s additional role as company president will allow him more power and sway.
?“?This reorganisation is designed to transform Sony into a more innovative,? ?integrated and agile global company with its next generation? ?of leadership firmly in place,?” ?Stringer said in? ?a company? ?statement.?
“The changes we're announcing today will accelerate the transformation of the company that began four years ago,?” ?Stringer added.? “?They will now make it possible for all of Sony's parts to work together to assume a position of worldwide leadership and,? ?together,? ?achieve great things.?"
Outgoing president? ?Chubachi? ?said:? "?I look forward to supporting the new management team as they transition into new areas of responsibility and to continuing to add value in my new role.? ?I am pleased that,? ?building on the structure we've created over the years,? ?the company is poised for an even greater future.?”
Sony is also set to build two additional business groups?; ?one for games and Vaio computing,? ?the other for TV,? ?camcorders and cameras.?
Kaz Hirai will still be overlooking the Playstation end of the business,? ?as well as Vaio-branded goods.? ?Hiroshi Yoshioka,? ?who currently oversees the TV business,? ?will now also head Sony’s? ?digital camera and camcorder operations.?
“It's positive for Sony.? ?It has to bite the bullet and needs drastic job cuts and restructuring in the loss-making television sector to turn the business around,?”? says? ?Koichi Ogawa,? ?chief portfolio manager at Daiwa SB Investments,? ?speaking to? ?Forbes.
?“?A foreign CEO would fit much better for such a tough job.?”