Sony Merges VAIO and Playstation Brands Into Super Division

Consumer electronics behemoth Sony is undergoing some pretty radical changes under the leadership of Sir Howard Stringer as the Japanese giant announced a massive reorganisation plan.

The paradigm shift involves the creation of two business group; The Networked Products & Services Group (NPSG) and The New Consumer Products Group (The New CPG).

The first one will see the merging of two of the Sony's most iconic brands, VAIO PC and Playstation gaming platforms as well as other mobile devices, media software and services.

The second one will bring together consumer products like Sony's popular Bravia television range, the Cybershop digital imaging range as well as home audio and video products.

The two will be complemented by two cross-company divisions which will ensure a more efficient supply chain; the Manufacturing/Logistics/Procurements unit will allow Sony to cut costs of production and eliminate waste.

The Common Software and Technology will oversee the development of unified software platforms and solutions. This could also mean much better integration as Sony tries to switch from being a hardware manufacturer to a solution provider like Apple.

The reshuffle was announced by Sir Stringer as he dramatically demoted Sony's President Ryoji Chubachi, effectively taking control of the company, in what seems to be a mini coup.

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The news come a few weeks after the Japanese firm who invented the Walkman announced that it will be culling 16,000 jobs in a bid to save $1 billion after having announced a record loss of $2.7 billion. Stringer's self promotion to the top of the company will send a strong signal to the investors and the tech sector in general; Sony means business.

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