Sony Electronics Reorganizes: Will Emphasize Digital

In a move that acknowledges the increasing convergence of consumer electronics and computer technology, Sony Electronics has reorganized its US sales and marketing structure, and will emphasize digital performance in its new line of products. Foremost among these developments is Sony's recent announcement that its new line of audio and video products will prominently feature its VAIO personal computers. The notebook computers have editing features for video and motion-picture technology, and are quite popular in Japan, where around 100,000 have been sold.

The reorganization will "reinforce the company's market leadership in the digital age," according to a company press release. Two sales units were formed effective July 1, one for retail and another for direct sales. The Home Audio/Video subdivision will be led by Vic Pacor, who will report to Consumer AV Marketing Division head Fujio Nishida. A parallel division, Information Technology Products Marketing, will be led by Hideki ("Dick") Komiyama, who will be instrumental in rolling out the "VIAO World" concept of Sony PCs and related AV products.

A newly organized Component Company---the result of merging Sony Semiconductor of America with Sony Electronics Computer Components & Peripherals Group---will handle professional products and business-to-business sales. Kimio ("Mike") Uchida will head the new division.

Sony Electronics president Dr. Teruaki ("Terry") Aoki put the changes in a historical perspective: "From the beginning, we have constantly reinvented ourselves. This new structure will create a business-plan model for the integration of AV and IT products in the digital era."

With almost 26,000 employees at over 100 sites in the US and Mexico, Sony Electronics was the first Sony subsidiary to break the $10 billion gross revenue mark, which occurred in the fiscal year ending March 31.