Sony’s Stringer Sees $10 Billion in 3D

TOKYO: Sony chief Sir Howard Stringer is counting on 3D to be the company’s next $10 billion business. The company anticipates 3D-capable electronics will generating as much as $11 billion between March 2012-13, according to wire services. Sony executives laid out the company’s ongoing business strategy at a press conference last week. Stringer said the company intends to turn a profit on flat-panel TVs and gaming by its fiscal year ending in March 2011.

Sony posted an FY2009 loss $1 billion last March, and is forecasting another for the FY ending this coming March. The downturn at Sony was blamed in part on the economy at large. Stringer responded by streamlining operations and creating more cooperation between divisions. Positioning the company on the cusp of 3D adoption is latest element to turn the company around. Sony is particularly well-suited to take advantage of the 3D wave because its movie studios can create content to drive adoption of the gear.

Sony said in September it would roll out a 3D-capable Bravia LCD TV next year. The 3DTV set is part of its 3D home initiative bringing together its music, movie and video game business units together with consumer electronics. Likewise 3D-capable technologies are in development for the Blu-ray DVD player, Vaio computer and PlayStation3 game console lines.

While broadcast products were not a part of the initiative, the unit is also turning out 3D gear. Sony last month announced the development of single-lens 3D camera technology that captures distinct left and right images simultaneously.

More on Sony’s strategy:
October 1, 2009: “Sony’s Single Lens 3D Technology”
Sony today announced the development of a single-lens 3D camera technology that the manufacturer says is capable of recording “natural and smooth 3D images of even fast-moving subject matter such as sports, at 240 frames per second.”

September 2, 2009: Sony Announces 3D Home Initiative”
Sony announced this week that it plans to introduce a consumer-ready 3D TV set next year, as well as build 3D capability into many of its consumer electronics, encompassing music, movies and video games.

June 9, 2009
: “Sony Issues $2.24 Billion Bond Sale”
The sale was described as the company’s largest by Bloomberg, which said Sony would use the proceeds to pay down existing debt.

May 15, 2009: “Sony Posts Predicted Loss”
Sony reported its first loss in 14 years on Thursday. The news came as no surprise, since the company gave warning of its expected results weeks ago.

March 18, 2009: “Sony Freezes Wages for a Year”
Sony said today it would freeze salaries for a year starting in April, according to Nikkei. Bonuses are being reduced, and managers will see a pay cut of between 10 and 20 percent.