According to foreign media reports, Microsoft life of the longest and critically acclaimed operating system, Windows XP, has now entered a countdown of the last two years of its life. At the same time to enter the countdown office software Office 2003.

A spokesman at Microsoft, said in a blog on Monday, the world's most popular operating systems Windows XP operating system and office software (Office 2003) both from the historical stage in April 2014. Since April 8, 2014, Microsoft will terminate all the security on the XP system and Office 2003 upgrades and support.

Since Windows XP and Office 2003 available in October 2001 and October 2003 respectively, these two software undoubtedly is the biggest winner on the market. But today, a decade later, a huge change in the technological environment has made them look so outdated. Microsoft stopped Windows XP was launched two years later to provide plug-ins so far, subsection operating software after a total of 12 years and five months support period than the standard product support period of about two and a half years than Windows NT (11 years 5 months) a year long.

This is not the first time Microsoft has called on its users, especially business users, replace the operating system and update the appropriate tools. As early as June 2011, Microsoft managers have at to the users to abandon Windows XP system. Explain the reasons for IE9 can not run on Windows XP, the IE team, a senior executive in Windows XP called "minimum standards".

Now, Windows XP's market share has declined over time, so in the past two and a half years more time, Microsoft has urged users to abandon IE6 bundled with Windows XP. To take measures in the March 2011 launch of the the Deathwatch site to keep track of IE6 use atrophy.

According to Net Applications statistics, last year (April 1, 2011), XP, has lost more than 10% market share. If the market share of the XP system this rate has been steadily losing its market share to Microsoft to stop supporting XP until April 2014, will spend the remaining 17.1%. Net Applications data also showed that in the year after XP system after retirement, still part of the PC will still run the system.

Gartner analyst Michael Silver said in an e-mail, a recent survey shows that 96% of the respondents will replace the operating system Microsoft to stop supporting XP system. About 16.5% of the group said, even to stop updates, they will still have more than 5% of the PCs insist on running Windows XP.

Currently, the majority of XP users select the system to change to the Windows 7 operating system. Chernyak said Microsoft, they do not recommend that users wait for the next version of Windows operating system. Therefore, for the corporate users, ready to deploy before the end of the XP system support is very important.

Alleged that Microsoft's OS update program will be completed in 18-32 months, and apply Microsoft's end with, "If a company is now also began to transition to the stage of modern computers, so they are already behind."

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April 16, according to foreign media reports, the experience of new products in the browser space Firefox, and Chrome, and even Safari, and Opera after World War II, the Microsoft IE browser announced that has begun to regain the lost territory. Microsoft products criticized for security vulnerabilities, especially IE6, but in March this year, Microsoft's browser usage increased from 52.8 percent in February to 53.8 percent. In contrast, the share rose in the Microsoft IE at the same time, the four competitors in the past month, the utilization rate has declined.

Mozilla Firefox share declined from 20.9 percent to 20.6 percent, while Google Chrome's share decreased from 18.9% to 18.6%. Apple's Safari rose from 5.2% to 5.1%, Opera's share fell from 1.7% to 1.6%.

Some analysts say the IE share has increased due to the use of embedded advantages, namely, the IE browser bundled with Microsoft's Windows operating system, while IE9 and IE10 function greatly improved. IE9 can only be used in Windows 7 and above, and continue to replace an earlier version. In December last year, accounting for 11.4% of the total PC browser, to January rose to 11.6 percent, 12.6 percent in February, from 15.7 percent in March.

Apple has always been to maintain dominance in the field of mobile browsers. Microsoft's browser is far behind its competitors in this field, the utilization rate of only 0.5%. Safari browser usage fell from 61.2% to 60.5%. The Android browser decreased from 18.6% to 18.3%, Opera Mini is increased from 14.4% to 15.4%.

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Amazon , the strength of the publishing industry complaining, but really the courage to challenge power ", an unknown publisher. It was originally sold in the Amazon about 1800 kinds of books, most notably the specialized training for infants and young children go to the toilet.

Had enough of the "scorched earth" policy of the Amazon, called "Education Development Corporation" (hereinafter referred to as "EDC") enterprises by the end of February announced that it will all the books from Amazon shelves. EDC has a 46-year-old annual reduction in sales of $ 1.5 million in losses.

Amazon should all extrusion Council, the EDC CEO Randall Wright (Randall White) said, "I do not like it, they are predators. Without them, we will live better."

But it is an unequal contest: the EDC only 77 employees, offices in the industrial zone, decoration is very simple, market capitalization of only $ 18 million - is difficult to Amazon pose no threat. As a Wall Street darling, Amazon's market value was as high as $ 86 billion. White feat highlights the chaos of the publishing industry, they have been tangled endless for a simple question: Who decides on the book price?

U.S. Department of Justice last month charged five publishers and Apple's manipulate the price of books at the same time with one of the three publishers settlement. The publishers said they were not illegal conspiracies, just use a new platform - Apple iPad - in a different way to sell e-books, in order to obtain pricing.

Cheap prices

Court documents show that the publishers want to prevent a policy of the Amazon, one of the publishers will be called "a pitiful $ 9.99 policy. They are worried about the weight of such a low e-book pricing will strengthen Amazon's control of the industry as a whole, and lead consumers to the formation of low-cost psychological. Proved, it will not only suppress the other bookstores, the publisher of the same.

EDC has not introduced e-books, and also witnessed the same situation in the field of physical books. Like other commodities, Amazon first from the hands of the distributor purchasing the EDC's books, and then sold to the ultra-cheap. This may give readers the gospel, but other retailers complain incessantly, even directly from the independent sales agent of the EDC purchase books miserable.

"They have become Amazon's inspection point," White said, "This is 'shooting itself in the foot'."

Amazon are usually unwilling to business behavior to explain that this is no exception. But the company's executives said that the Amazon is the subversion of an outdated business model, to cancel the middlemen, the return of savings to consumers. He believes that conformism publishers will move towards the dead end.

However, retailers are more and more criticism. They pointed out that Amazon's revenue up to $ 48 billion, but almost no profit, indicating that this model is opportunistic, fundamentally unsustainable. These opponents say Amazon will win the monopoly of traditional publishers, book retailers and wholesalers are destroyed, the culture industry as a whole is bad for your health.

Criticism increased

In recent months, criticism for Amazon sell at a loss four fermentation.

During the Christmas shopping season, Amazon and even openly encourage consumers to the inspection of the store, and then to the cheaper online store orders. The move sparked widespread criticism, bookstores was particularly strong. Publishers and distributors, said Amazon never shy about bargaining in the negotiation conditions, autocratic style of even increase.

In February this year, Amazon called the Chicago distributor to the independent publishing group (hereinafter referred to as "of IPG") to provide for a higher discount. IPG rejected, Amazon deleted from the site of the company's more than 5000 e-book.

"Amazon wants to book prices low, low, low to the publishers can not afford." Of IPG CEO Curt Matthews, Curt Matthews, said, "a book is still a fine job, you need to edit need to publish, they are confronted with mixed reviews. If you do not have enough money to support the whole industry chain, the system will collapse. "

The publishers of the Amazon attitude are usually contradictory. One hand, it provides a very efficient method of distribution. The reader can easily anywhere in the orders the next day can be sent. More convenient access to e-books, but publishers will therefore exposed weaknesses: Amazon not only control the distribution channels, and even control the reading device.

Other points of view

"Last year was our 37 years of the best year, mainly due to the way of Amazon's book publishing. Press, the publishing company Wings, Bryce Milligan, Bryce, Milligan, said," but because of the lack of a better concessions, Amazon cut off cooperation with us, our e-book sales were down 50 percent. "

If publishers and wholesalers standing on the edge of the abyss, then the writer's attitude appears to be somewhat ambiguous.

Chicago price of Ted McClelland, Ted McClelland, two IPG e-books Amazon shelf. He just get a list of book royalties. This can not be considered income, half of the Kindle.

"I do not know is Amazon greedy, or the IPG book to be sold, but I was caught in the middle." He said, "I am most concerned is quickly re my book shelves in the Kindle."

Direct model

In Tulsa, Oklahoma City, the EDC's headquarters stands in the eastern suburbs of the industrial area of ??slightly depressed, here is full of warehouses and auto office supply stores. With IPG, the EDC's main business is book distribution, the picture book published by the United Kingdom Usborne Books sold to the toy store or bookstore. Its publishing division produced a "poo" (Everyone Poops) series of best-selling book.

EDC's so-called sales consultant in fact is a direct sales team, by about 7000 women, dedicated to family, friends and local schools to promote books. This model was quite successful, more than doubled sales from 2000 to 2004.

But in recent years, the EDC's sales consultants have found the book more difficult to sell. Buyers eyes on their books, to online orders. Sales fell about 20%, the exodus of frustrated sales consultant.

The one thing that happened in February this year, Texas sales consultant Christie Reed (Christy Reed) frustrated. Her school district decided to order 16 encyclopedias and a science dictionary, but around her, to complete the transaction through Amazon.

"I am so desperate to sell books," Reed said, "every day with so many people communicate. Finally, a few points on the computer mouse took away my business."

She acknowledged that the school district did so to solve a few dollars, but added: "I live here, we are neighbors and I will personally go to school, my children go to school here, too. Yes, they save a few dollars, but I make money to give back to the community, but not Amazon.

Not afraid of challenge

When White heard about it, Amazon's outrage peaked. He had also repeatedly against each other with the online retailer. Three years ago, give Amazon a lower discount, but this test the sex trade is not solid. Amazon does not charge sales tax issue, he was filled with indignation, that help Amazon depressed the price of books.

Two months ago, he asked the EDC's largest distributors Backer, & Talyor stop the sale of the company's books to Amazon. When the refusal of Baker & Taylor, Wright canceled its discount. Baker & Taylor declined to comment.

EDC's annual income of $ 26 million, Baker & Taylor, contributed about 6%, most of them originated from the Amazon. The seventies White said that when he made this decision, the blood pressure immediately soared. But he still showed a trace of excitement. He believes that this looks like David battle giant. "I am type A blood," he said, "I'm not afraid of challenges."

White a bit surprised, and Amazon's "Dear John", the EDC's performance it is better, at least for a while. (Its part of the book can still be purchased through Amazon's third-party merchants.) This year's March sales growth, partly due to the new discount provided by the Texas Round Rock, a toy store, the store first into 61 books.

Counterparts congratulated the EDC, at least expressed admiration for White. "I told them, 'You never have a chance to please the 7000 women in one day.'" He said.

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Yesterday, foreign reports, Samsung , the annual smart TV shipment target raised to 25 million units, shipments accounted for up to 55%. Samsung Electronics, South China Sales Headquarters Director of TV division Jisheng Lin revealed in the interview with this reporter, Samsung TV through intelligent content, smart interactive and intelligent upgrade the three pillars to further promote the growth of the smart TV market.

Recently, with the major color TV manufacturers have released new, intelligent application and degree of innovation is gradually revealed, the innovation of intelligent television control methods as many vendors breakthrough in intelligent upgrade.

IT giants Apple and Google , has long been involved in the field of intelligent television can be said that the feast of smart TV will no longer be exclusively for traditional TV manufacturers.

Market institutions Displayserch report, the smart TV shipments in 2012 than last year increased by 1.5 times, to have the opportunity to exceed 130 million units in 2015.

The NASDAQ OMX Group, said in a statement on April 13, TI will be included in the Nasdaq-100 Index before the market opened on April 23. TI is headquartered in Dallas, the market value of $ 36.8 billion, ranked 17 in the 100 stocks in the index.

Nasdaq 100 Trust, the PowerShares QQQ, the investment target, the ETF fund this year, the daily trading volume among the nation's fifth.

Texas Instruments' stock price has risen 11% since the beginning of this year, First Solar is down 38 percent. Over the same period the Nasdaq 100 index rose 18 percent set on April 2, its highest point since December 2000.

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Since last year, researchers at the University of Exeter, UK launch of the world's first 3D chocolate printer prototype continuous improvement, the plan at the end of this month will be a mature product market. Then, chocolate lovers can produce exclusive chocolate.

Similar to the ordinary inkjet printer works, the layered molding processing steps such as 3D chocolate printer also print objects scanned. It is characterized by fault inverse scanning process, and will want to print the object of the conventional structure, the hierarchical scan and play the various parts.

Development process, the researchers directly use the existing inkjet printer, and part of the structure, such as input and output devices and media to transform.

Hao Liang the British Broadcasting Corporation (BBC) quoted the project manager as saying, chocolate printer to start printing from two-dimensional images, and then layers of a stack set up a body shape. On each chocolate must go through, print out, the solidification process, and then start the next layer printed.

In order to ensure that the chocolate in the input and output when the viscosity and temperature, the researchers to the printer to install insulation and cooling systems, so that the printing process carried out smoothly.

3D chocolate printer uses liquid chocolate as "ink" to print out is both practical efficacy while eating chocolate daily necessities and clothing.

"We have to improve and simplify the machine, and now it really easy to operate," said Hao Liang, "You just melt some chocolate, put into storage in the printer, and then wait for creative printing process." However, he did not disclose The pricing of the printer.

According to Hao Liang, since the prototype announced in July last year, some retailers around the world and network dealers have demonstrated strong interest in Thornton Adams, Britain's biggest chocolate maker, has been founded with his "chocolate edge company approached , to discuss cooperation.

Network of gift vendors to help me find a gift "the site findmeagift.co.uk Joanna Grant said:" This is chocolate, so popular ... we can print face 3D images, unlimited business opportunities. "

3D printer in the mid-1990s, in fact, use of rapid prototyping technology of light-curing and paper stacked device. This technology is now been applied in many areas, people use it to manufacture food, garments, building model cars, the human skeleton and blood vessels.

3D Systems Inc. plans to launch later this year called "cube" (Cube) home 3D printer can print artificial limbs, hearing aids, shoes and other items. The printer is priced at $ 1,299, with 25 templates, wireless Internet access. Microsoft - the National Broadcasting Network interview, 3D Systems, Inc. is responsible for global marketing vice president Kathy Lewis said: "With 3D printing, all are no longer complex 3D printer can create almost anything."

Some countries, researchers invariably R & D food printer. Developed by Cornell University food printer is mainly by the syringe, use the special "ink" for cheese, chocolate, cake batter. After the user presses the "Print" button, the food printer in accordance with the electronic drawings, syringe within a variety of ingredients "ink" in accordance with the ranks of the cascading order followed by the "Print". Electronic drawings as recipes, the precise provisions of the syringe "inkjet" the order as well as a variety of ingredients, how the distribution of the stack.

Chicago, Illinois, USA, Moto restaurant chefs Huoma Luo Cantu said he has food printer to produce sushi.

Massachusetts Institute of Technology researchers last year, the development of well-known as the "digital chocolate" 3D chocolate printer prototype.

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In the background of the mobile Internet, bypassing Apple's aloof style, with smart phones the iPhone, iPad tablet PCs and other products Microsoft and Intel are shine in the global IT market, to rewrite the pattern of the mobile phone and PC industries. The face of competition from Apple, Intel and Microsoft have to come together.

Future Intel 22nm Ivy Bridge, processors and Microsoft Windows 8 (hereinafter referred to Win 8) with the super pole this will further break down the boundaries between the PC and the tablet, to lead the new changes of the mobile personal computer. "Intel said the company's global vice president and general manager of the PC client division Shihao De Kirk Skaugen, Intel Developer Forum (IDF 2012).

April 11, Maloney, chairman of Intel China, in the IDF 2012, "China Times", including media reporters that this year in the areas of the Tablet PC, an important news is that Microsoft Win 8 release.

Maloney said, at least 10 OEMs are designing the Tablet PC based on Intel and Win 8 operating system.

Since Apple introduced the iPad tablet computer, greatly sought after by the global market. The market research firm Gartner released the report says, this year, global sales of tablet PCs is expected to reach 118.9 million units, compared to 60 million units last year, an increase of 98%.

Gartner estimates that Apple iPad Tablet PC sales worldwide will reach 73 million units, accounting for 61% market share, ranking first; using Google Android system, Tablet PC sales of 38 million units, a market share of 32 percent, ranking two; Windows Tablet PC sales, compared with 4.8 million units, the market share of only 4%.

Can clearly see that yes, Apple in recent years in the field of global technology in the introduction of the smart phone iPhone, iPad tablet computer products such as shine, fame and fortune. Beijing April 11, in the early trading the stock price hit $ 644, the market capitalization exceeded $ 600 billion mark for the first time.

In the feast of the Apple smartphone iPhone, iPad tablet computer, chip and operating system are not using the Intel and Microsoft products, so the two giants nothing in Apple's carnival.

In the field of traditional PC, Intel and Microsoft for its dominance in computer chips, the operating system for many years dominated the development of the traditional PC industry, the formation of well-known Wintel alliance. However, nowadays both sides due to the rapid development of the Apple in the mobile Internet in a passive state for their own interests, now seems the two sides also are working together again.

From the current situation, Microsoft's "weapon" with touch function Win 8, while Intel will introduce 22 nm, 3-D, tri-gate transistors, codenamed "Ivy Bridge" third-generation intelligent Intel Core Duo processor.

For Intel, against Apple's other major product is the ultra-pole of this. Maloney pointed out in the IDF 2012, and 2012 will be Intel's the true definition of "super pole this year.

A month ago, Ian Yang, Intel's global vice president and president of China, specifically, told reporters on ultra very original intention, said Intel's goal is full-featured applications on a single device experience, including commercial and home needs, and more users are familiar with the operating system.

"It has 18 ultra-pole of this in the market for consumer choice. In the near future, more than 75 models of design of different super pole this will appear in the market." Shi Haode April 11 revealed that 2012 speech in the IDF.

Shihao De said it plans to more than 75 models in the ultra-listed in 2012 this very, they have different screen sizes (14 and 15 inches), shape and style. In the second stage, the super pole this device will use the upcoming third-generation intelligent Intel Core processor family, based on the processor of the first system will be launched in the spring, more products will be listed during the year.

In addition, Intel will be in April, in the media to carry out a large-scale advertising campaign. In the Chinese market, Intel Corporation and Suning Appliance to cooperate in the year "51", Intel will Suning stores in major cities to create a total of 30 ultra-pole shop, and Suning flagship store opened 150 super polar This experience area. It is reported that Lenovo, HP, Acer, Asus, Samsung, Toshiba, Haier and other mainstream PC makers have been added to Intel's ultra-pole of this plan.

Interestingly, somehow or intentionally or inadvertently, Intel will exceed very ring placed in front of the Apple. April 6, the Intel Corporation in Beijing Sanlitun Village opened its spring of 2012, the largest ultra-pole TM public experience activities curtain - 2012 Intel Innovative ultra-pole of this experience tour, while Intel The activities held across from Apple in China to open the first Apple outlets - Sanlitun store.
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Hirai Kazuo took to the podium, with a confident smile: This is his stage performances. Thursday, within the Sony an optimistic picture, as the new CEO, Kazuo Hirai announced in its strategy, and believe that the new strategy can be troubled Sony profitability.

Kazuo Hirai, April 1 as the Sony CEO, said: "Sony and change, I believe we can do it." Kazuo Hirai spoke to the media, made the "No. 1" gesture with your fingers.

But outside the company - even within the company - not everyone is so sure. This is because, as the Japanese technology giant Sony has now for the survival of struggling.

But at the same time, Sony's downturn reflects the decline in Japan's industrial economy. Once upon a time, Japanese companies, including Sony, is irresistible. Today, these enterprises are suffering from serious challenges: the emergence of competitors in Asia, the yen higher. Specific to the Sony, but also a serious lack of innovation.

Therefore, when Sony announced that this year's losses will exceed expectations, no one was particularly unexpected. After all, since 2008, Sony has never profit. The company now expects a loss of $ 6.4 billion this year. The reason is simple, Sony do not have a particularly strong product in recent years.

The stock market reaction was swift and brutal. On Friday, Sony shares closed at 1444 yen (about $ 17.83), the market value of only 10 years ago, 1/4. Today, Sony's market capitalization is only Samsung , 1/9, Apple's 1/30.

Even in Japan, some consumers to abandon Sony. Sony former employee, Yoshiaki Sakito said: "Sony is almost no hope, and now I can not find the reasons for Sony to make a comeback."

Loss of opportunity, the deadliest internal fighting led to Sony's fallen today, but also reflects the Sony is unwilling or unable to adapt to the reality of the global market. Sony's biggest mistake is the failure to seize the last few years the global science and technology innovation trends: digitization, transfer to the software as well as the importance of the Internet.

Gradually, the areas covered by Sony - from hardware to software, to communicate to the content - are the new technology and some unknown junior and subversion. These changes reflect the Sony internal conflict and differentiation.

With the advantage of music and electronics markets, as early as 2001 in Apple introduced the iPod digital music player before, Sony has sufficient resources to develop such a product. Co-founder Akio Morita (, Akio Morita,) is realized as early as in 1980s, digital technology and media content should be integrated to provide new user experience.

Unfortunately, this situation does not appear. Initially, Sony engineers to resist the company's media department. Sony began to consider other related issues, such as the development of a player allows users to download and copy music, but without undermining the company's music sales or agreement signed with the artist. As a result, Sony initially given solution is the use of proprietary file formats, and is not compatible with the rapid development of the MP3 format.

When the cooperation between different departments, Sony has lost the opportunity in two key product areas: TV and portable players. In the flat panel display module and the digital music player market, Sony are latecomers.

Due to poor sales, Sony was forced to close the competition with Apple's iTunes, Sony Connect online store, and distance Sony to introduce this service is only three years.

At the same time, the low-end manufacturers from Korea, China and the rest of the world to launch a serious challenge to Sony and other high-end electronics manufacturers. When the company's brand is gradually lost their luster, Sony found their products in the high-end, and to develop a higher price, consumers no longer buy it.

National University of Singapore Professor Zhang Xi Jin (Chang Sea-jin), said: "The current Sony needs some strategy or any strategy, after all, the strategy better than no strategy."

But in one area, Sony achieved a successful video game. Sony to PS3 video game consoles as a comprehensive entertainment system, as a home entertainment hub, connected to the Internet and television.

Nevertheless, the Sony PS3 hardware confusion to a certain extent affect its strategy. First of all, developed for the PS3 Blu-ray DVD player delay. Secondly, since the PS3 cost more than competitors Nintendo and Microsoft products , resulting in initial PS3 sales of the poor, to allow Microsoft to seize the initiative.

Sony's downturn highlights the decline of the Japanese electronics industry. Although some companies executives downturn attributed to the appreciation of the yen, but the underlying problem is that Japanese companies have known for innovation and now has lost its sense of innovation. When a country's competition is no longer confined to the abundant labor resources and low cost, then the innovation is particularly important.

Fitch Ratings Asia-Pacific region communications, media and technology director of corporate ratings, Steve Du Ross by Steve Durose said, the Japanese consumer electronics manufacturers have been the loss of technological leadership in many areas.

Ross said: "Ten years ago, these enterprises is a major technological innovation, technology products and new trends in product development and now they can be proud of the product range has been running at the same time , such as Apple and Samsung catching up. "

Both in public and private, Sony executives have shown a deep understanding of some fundamental challenges: closer co-innovation, the company's different departments to provide a unified user experience for consumers.

However, Sony recently any of leadership, they encountered in the loosely regulated companies driving the power trouble, because there is a sense of pride, there are factions and differentiation of Sony employees do not like co-operation. Many people believe that cutting costs is the greatest enemy of innovation. Of course, this is Sony's co-founder Masaru Ibuka, Masaru Ibuka and Akio Morita, the legacy assets, they always focus on independent corporate culture. However, in the management of the department manager, the two founders was more successful than the recent any manager.

Sony executives privately said that the antagonism of the department managers do not want to with other departments to share information or cooperation. An executive said he was surprised to find that a manager was dismissed, and actually has been granted to another title, and may even simply did not leave the company.

These challenges have prompted Sony appointed in 2005, British-born Howard Stringer Howard Stringer, the company CEO, is not the father of the PlayStation "Kutaragi Kin (Ken Kutaragi,). Stringer said in the conference as CEO, will promote cooperation between various departments of the company to reinvigorate the company, promoting innovation and change with. Despite some achievements, Stringer also failed to completely break this situation.

Sony products there are still overlapping, even competing phenomena. Sony is still expanding its product line, such as 10 different consumer-level cameras, and nearly 30 different models of TV, so that consumers confusion.

Sony's former employees, Yoshiaki Sakito said: "Sony has too many types of products, but not a product of Sony self-proclaimed 'This is a contains the most advanced technology products'. In contrast, Apple has only one iPhone, two colors, but it is the best. "

In addition, Sony's online strategy is a lot of problems. Prior to this, Sony does not have a unified platform to integrate music, movies and games. Until recently, Sony only these classified as Sony Entertainment Network (Sony Entertainment Network)

Sony, a former executive said, these services has a different design, appearance and user experience, and is entirely separate. The executive said: "Sony has been the development of the network, but has not yet been a clear outline."

Sony's fall hurt not just Sony, but the whole of Japan. In the United States, new technologies are usually developed by young start-up companies, these companies may eventually replace traditional large enterprises that can not respond quickly to market changes. But in Japan, nearly half a century since, has no major electronics manufacturers to be among the forefront of the industry, Sony and other traditional businesses are still continue to attract the talents of this country.

Sony what should we do? Industry experts said that Sony must give up some product lines. Prior to this, Sony has already spun off its chemicals business. Some analysts have suggested that Sony should also split the loss-making television business.

New CEO Kazuo Hirai has said that Sony will focus on the development aspects of business: mobile devices, including smart phones and tablet computers; cameras and camcorders; games. Hirai also said that Sony will not exit the TV business. He said: "Television is the core product in each family, is also part of Sony's DNA."

Hirai had to manage games and television business of Sony losses, some analysts are skeptical, Kazuo Hirai, whether it is an appropriate candidate for the CEO. As a protege of former CEO Stringer, analysts believe that Kazuo Hirai win by virtue of English language ability and management skills.

Cg42 founder of management consulting firm, said Steve Baker : "basic truth: If you want to be seen as the innovator of new technology, it is necessary to develop new technology and Sony faced the embarrassment of they do not have such success stories, and has been for many years without. It is clear that their brand is fading. "

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Hirai Kazuo took to the podium, with a confident smile: This is his stage performances. Thursday, within the Sony an optimistic picture, as the new CEO, Kazuo Hirai announced in its strategy, and believe that the new strategy can be troubled Sony profitability.

Kazuo Hirai, April 1 as the Sony CEO, said: "Sony and change, I believe we can do it." Kazuo Hirai spoke to the media, made the "No. 1" gesture with your fingers.

But outside the company - even within the company - not everyone is so sure. This is because, as the Japanese technology giant Sony has now for the survival of struggling.

But at the same time, Sony's downturn reflects the decline in Japan's industrial economy. Once upon a time, Japanese companies, including Sony, is irresistible. Today, these enterprises are suffering from serious challenges: the emergence of competitors in Asia, the yen higher. Specific to the Sony, but also a serious lack of innovation.

Therefore, when Sony announced that this year's losses will exceed expectations, no one was particularly unexpected. After all, since 2008, Sony has never profit. The company now expects a loss of $ 6.4 billion this year. The reason is simple, Sony do not have a particularly strong product in recent years.

The stock market reaction was swift and brutal. On Friday, Sony shares closed at 1444 yen (about $ 17.83), the market value of only 10 years ago, 1/4. Today, Sony's market capitalization is only Samsung , 1/9, Apple's 1/30.

Even in Japan, some consumers to abandon Sony. Sony former employee, Yoshiaki Sakito said: "Sony is almost no hope, and now I can not find the reasons for Sony to make a comeback."

Loss of opportunity, the deadliest internal fighting led to Sony's fallen today, but also reflects the Sony is unwilling or unable to adapt to the reality of the global market. Sony's biggest mistake is the failure to seize the last few years the global science and technology innovation trends: digitization, transfer to the software as well as the importance of the Internet.

Gradually, the areas covered by Sony - from hardware to software, to communicate to the content - are the new technology and some unknown junior and subversion. These changes reflect the Sony internal conflict and differentiation.

With the advantage of music and electronics markets, as early as 2001 in Apple introduced the iPod digital music player before, Sony has sufficient resources to develop such a product. Co-founder Akio Morita (, Akio Morita,) is realized as early as in 1980s, digital technology and media content should be integrated to provide new user experience.

Unfortunately, this situation does not appear. Initially, Sony engineers to resist the company's media department. Sony began to consider other related issues, such as the development of a player allows users to download and copy music, but without undermining the company's music sales or agreement signed with the artist. As a result, Sony initially given solution is the use of proprietary file formats, and is not compatible with the rapid development of the MP3 format.

When the cooperation between different departments, Sony has lost the opportunity in two key product areas: TV and portable players. In the flat panel display module and the digital music player market, Sony are latecomers.

Due to poor sales, Sony was forced to close the competition with Apple's iTunes, Sony Connect online store, and distance Sony to introduce this service is only three years.

At the same time, the low-end manufacturers from Korea, China and the rest of the world to launch a serious challenge to Sony and other high-end electronics manufacturers. When the company's brand is gradually lost their luster, Sony found their products in the high-end, and to develop a higher price, consumers no longer buy it.

National University of Singapore Professor Zhang Xi Jin (Chang Sea-jin), said: "The current Sony needs some strategy or any strategy, after all, the strategy better than no strategy."

But in one area, Sony achieved a successful video game. Sony to PS3 video game consoles as a comprehensive entertainment system, as a home entertainment hub, connected to the Internet and television.

Nevertheless, the Sony PS3 hardware confusion to a certain extent affect its strategy. First of all, developed for the PS3 Blu-ray DVD player delay. Secondly, since the PS3 cost more than competitors Nintendo and Microsoft products , resulting in initial PS3 sales of the poor, to allow Microsoft to seize the initiative.

Sony's downturn highlights the decline of the Japanese electronics industry. Although some companies executives downturn attributed to the appreciation of the yen, but the underlying problem is that Japanese companies have known for innovation and now has lost its sense of innovation. When a country's competition is no longer confined to the abundant labor resources and low cost, then the innovation is particularly important.

Fitch Ratings Asia-Pacific region communications, media and technology director of corporate ratings, Steve Du Ross by Steve Durose said, the Japanese consumer electronics manufacturers have been the loss of technological leadership in many areas.

Ross said: "Ten years ago, these enterprises is a major technological innovation, technology products and new trends in product development and now they can be proud of the product range has been running at the same time , such as Apple and Samsung catching up. "

Both in public and private, Sony executives have shown a deep understanding of some fundamental challenges: closer co-innovation, the company's different departments to provide a unified user experience for consumers.

However, Sony recently any of leadership, they encountered in the loosely regulated companies driving the power trouble, because there is a sense of pride, there are factions and differentiation of Sony employees do not like co-operation. Many people believe that cutting costs is the greatest enemy of innovation. Of course, this is Sony's co-founder Masaru Ibuka, Masaru Ibuka and Akio Morita, the legacy assets, they always focus on independent corporate culture. However, in the management of the department manager, the two founders was more successful than the recent any manager.

Sony executives privately said that the antagonism of the department managers do not want to with other departments to share information or cooperation. An executive said he was surprised to find that a manager was dismissed, and actually has been granted to another title, and may even simply did not leave the company.

These challenges have prompted Sony appointed in 2005, British-born Howard Stringer Howard Stringer, the company CEO, is not the father of the PlayStation "Kutaragi Kin (Ken Kutaragi,). Stringer said in the conference as CEO, will promote cooperation between various departments of the company to reinvigorate the company, promoting innovation and change with. Despite some achievements, Stringer also failed to completely break this situation.

Sony products there are still overlapping, even competing phenomena. Sony is still expanding its product line, such as 10 different consumer-level cameras, and nearly 30 different models of TV, so that consumers confusion.

Sony's former employees, Yoshiaki Sakito said: "Sony has too many types of products, but not a product of Sony self-proclaimed 'This is a contains the most advanced technology products'. In contrast, Apple has only one iPhone, two colors, but it is the best. "

In addition, Sony's online strategy is a lot of problems. Prior to this, Sony does not have a unified platform to integrate music, movies and games. Until recently, Sony only these classified as Sony Entertainment Network (Sony Entertainment Network)

Sony, a former executive said, these services has a different design, appearance and user experience, and is entirely separate. The executive said: "Sony has been the development of the network, but has not yet been a clear outline."

Sony's fall hurt not just Sony, but the whole of Japan. In the United States, new technologies are usually developed by young start-up companies, these companies may eventually replace traditional large enterprises that can not respond quickly to market changes. But in Japan, nearly half a century since, has no major electronics manufacturers to be among the forefront of the industry, Sony and other traditional businesses are still continue to attract the talents of this country.

Sony what should we do? Industry experts said that Sony must give up some product lines. Prior to this, Sony has already spun off its chemicals business. Some analysts have suggested that Sony should also split the loss-making television business.

New CEO Kazuo Hirai has said that Sony will focus on the development aspects of business: mobile devices, including smart phones and tablet computers; cameras and camcorders; games. Hirai also said that Sony will not exit the TV business. He said: "Television is the core product in each family, is also part of Sony's DNA."

Hirai had to manage games and television business of Sony losses, some analysts are skeptical, Kazuo Hirai, whether it is an appropriate candidate for the CEO. As a protege of former CEO Stringer, analysts believe that Kazuo Hirai win by virtue of English language ability and management skills.

Cg42 founder of management consulting firm, said Steve Baker : "basic truth: If you want to be seen as the innovator of new technology, it is necessary to develop new technology and Sony faced the embarrassment of they do not have such success stories, and has been for many years without. It is clear that their brand is fading. "

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