Sony advertising

Advertising Sony by Valeria

Selected Sony advertising

During the 1990s, Sony transformed itself from electronics manufacturer to global entertainment company, establishing a leading position in music, movies and computer gaming. But those new ventures distracted attention from the company's core business, which is now struggling to maintain its position in the rapidly changing marketplace. Sony invented the concept of portable personal music players and dominated that sector for almost 20 years before its lead was snatched away, virtually overnight, by Apple's iPod. At the same time Samsung and LG have usurped Sony's position in televisions and home entertainment appliances, Canon and myriad mobile phone manufacturers are closing in on Sony's digital cameras, and Microsoft's Xbox and 's Wii have slashed the profitability of . A series of restructurings have failed to restore Sony's lead, although at least the broad spread of operating businesses allows the company to offset poor performance in one division, usually a different business each year, with gains in another. For the past few years, the group's strongest division has not in fact been any of its electronics or content subsidiaries, but its financial services arm. But even that business has not been able to offset woes elsewhere and in 2014 the group reported its fifth net loss in six years.

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