No Pain, No Gain: Sony Chief to Outline Strategy April 12

Just how does Sony plan to turn around its business after forecasting a $2.7 billion fiscal net loss, its fourth in a row? We’ll find out on April 12, when Sony’s newly installed CEO Kaz Hirai hosts a special event to outline the company’s strategy.

Hirai has promised “painful” measures to turn Sony around and, presumably, that’s what he’ll be detailing during this event. As he recently told the Telegraph, “there’s a lot to fix [at Sony].” The company’s biggest problem of all: It lacks a unified approach to hardware, software and content. There’s no cohesive ecosystem at a time when companies like Apple have shown that this is exactly what consumers are looking for.

Hirai knows this all too well. And Sony’s plan to address it will be a likely topic of next week’s briefing. “I’ve said all along, whether it’s smartphones or any other device, it’s about the consumer experience, it’s not about the device itself,” Hirai once said. “Having great devices in and of itself? It’s not what the consumer is looking for. We need to bring a great experience.”