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Report: Sony facing massive PS3 losses

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Old 05-15-2007, 11:01 PM   #1
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Default Report: Sony facing massive PS3 losses

http://www.bloomberg.com/apps/news?p...tvk&refer=home
Sony May Post Biggest Loss in 4 Years on PlayStation 3 Consoles

By Hiroshi Suzuki

May 15 (Bloomberg) -- Sony Corp., the world's second-largest consumer electronics maker, may report its biggest quarterly loss in four years after the PlayStation 3 game console failed to spur as much demand as Nintendo Co.'s Wii player.

The net loss at Tokyo-based Sony may have widened to 75.8 billion yen ($630 million) in the fiscal fourth quarter ended March 31, from 66.5 billion yen a year earlier, according to the median estimate of 11 analysts surveyed by Bloomberg. Sales probably rose 9.5 percent to 2.02 trillion yen, the survey showed.

PlayStation 3 is being outsold by Wii by about two to one, causing Sony's game division, its second-largest by revenue, to post a fourth-quarter loss of 121 billion yen and a record 245 billion yen deficit for the fiscal year, according to five of the 11 analysts. The loss may exceed profits from electronics such as Bravia televisions, and the movie unit, whose ``Spider-Man 3'' generated record box-office sales when it opened this month.

``The extent of the recovery in the game business will be the main theme this fiscal year,'' said Naoki Fujiwara, who oversees $720 million at Shinkin Asset Management Co. in Tokyo.

Chief Executive Officer Howard Stringer, 65, who took over in 2005, promised to raise the company's percentage of annual operating profit, or sales minus the cost of goods sold and administrative expenses, to 5 percent of revenue by the end of March 2008. That would be the highest annual operating margin since the year ended 1999.

``This year will be the first time Stringer's management really comes under scrutiny,'' said Fujiwara.

Sony spokesman Shigenori Yoshida declined to comment for this article because the company reports earnings tomorrow.

Record Games Loss

Sony will probably fall short and generate an operating margin of 4.1 percent, according to the survey. Last fiscal year, Sony had an operating profit of 80 billion yen, or 1 percent of sales, the survey showed.

Production delays for PlayStation 3 have left Sony in third place in worldwide sales of the newest generation of consoles behind Nintendo's Wii and Microsoft Corp.'s Xbox 360. Sony is still the world's biggest console maker because of sales of its older PlayStation 2 machines.

Ken Kutaragi, developer of the PlayStation game consoles, will step down in June after production stumbles forced the company to slash shipment targets.

By comparison, Kyoto-based Nintendo last month reported profit in the company's latest quarter jumped sevenfold on sales of Wii consoles and portable DS game players. The company expects to sell 14 million Wii units this fiscal year, more than double the number sold in the previous year it was introduced. The Wii features a motion-sensor controller that allows a user to play virtual games of tennis and bowling, and costs about $250, half the price of the PlayStation 3.

Price Cuts

Sony sold 501,000 PlayStation 3 consoles in the U.S. from January to March, compared with Wii sales of 1.03 million, according to market researcher NPD Group Inc., based in Port Washington, New York. Microsoft sold 721,000 Xbox 360 players.

More than 205 million PlayStation and PlayStation 2 consoles have been sold worldwide since 1995. Sony in September cut the retail price of the PlayStation 3 in Japan before sales started.

The company also had to postpone the launch of the game machine in Europe by four months to March, because of a production delay in parts used in the Blu-ray DVD player used in the console.

``The 5 percent margin target is reachable if there is no price cut in the PS3,'' said Hitoshi Kuriyama, an analyst at Merrill Lynch Japan Securities Co., who has a ``buy'' rating on Sony. ``But I'm expecting a 20 percent price cut this fiscal year, and if that happens, the margin will not reach 5 percent.''

Bravias, Cyber-shots

Sony probably generated profit from all divisions other than games in the latest quarter, led by the consumer electronics business, as a weaker yen helped bolster sales of Bravia televisions and Cyber-shot digital cameras.

Operating profit from the consumer electronics division, second only to Matsushita Electric Industrial Co. in terms of sales, will probably rise 43 percent to 283 billion yen this fiscal year, after climbing to 198 billion yen in the preceding 12-month period, according to the Bloomberg survey.

The weaker yen, which increases the value of overseas sales when repatriated back home, has helped Japanese exporters including Toyota Motor Corp. and Canon Inc. report higher profit in the latest quarter.

Spider-Man, Resident Evil

Profit from the movie division will probably rise 43 percent to 50 billion yen this fiscal year, boosted by ``Spider-Man 3'' and the third installment of ``Resident Evil'' featuring Milla Jovovich, according to the Bloomberg survey.

``The question is the balance between the electronics business and the game business,'' said Koichi Takatsuka, who oversees $1 billion at UAM Japan Inc. in Tokyo. ``And the question regarding Mr. Stringer is whether he is able to be a strong leader and show a clear vision.''
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Old 05-15-2007, 11:19 PM   #2
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Chief Executive Officer Howard Stringer, 65, who took over in 2005, promised to raise the company's percentage of annual operating profit, or sales minus the cost of goods sold and administrative expenses, to 5 percent of revenue by the end of March 2008. That would be the highest annual operating margin since the year ended 1999.



Oops.
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Old 05-16-2007, 12:36 AM   #3
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``The 5 percent margin target is reachable if there is no price cut in the PS3,'' said Hitoshi Kuriyama, an analyst at Merrill Lynch Japan Securities Co., who has a ``buy'' rating on Sony. ``But I'm expecting a 20 percent price cut this fiscal year, and if that happens, the margin will not reach 5 percent.''

Not to big of an oops. According to ML - Sony will reach their 5% target if they leave the price of the PS3 as it is. Even if they drop the price and subsidize the machine even more - they still gain. Another intangible is the cost Sony has maintained, which will certainly go down with the volume of PS3's the sell.
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Old 05-16-2007, 01:36 AM   #4
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While it is true that The more PS3s they make the lower the costs would eventually be, they are projecting to lose money for a couple of years on every PS3 they make. This was Sony's own projections mind you.

It is typical for game consoles to initially be sold at a loss, that are made up with high royalty revenues on the games themselves. The problem is that there are not a lot of games either. Sure they are adding more games but it will take time. The OTHER big problem with the PS3 is that they make a lot less on the BD movie discs sold compared to the games sold, and if 20-30% of the PS3 owners are using it mostly as their BD player they cannot recover the losses on each console any where near as fast.

Will we see where the numbers fall tomorrow, but I do not believe that THIS current situation was Sony's plan for BD nor Sony's P&L targets either.
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Old 05-16-2007, 05:40 AM   #5
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It would appear the Nintendo is going Wiiiiiiiiiiiiii all the way to the bank!
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Old 05-16-2007, 12:16 PM   #6
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It's question of balance on the PS3.

If they leave the price the same and sales continue to decline due to pricing, they may still hit their margin figure (since the less PS3's they sell, the less money they lose on them), but going forward they will have crippled the future of PS3 since the installed base will remain low compared to other consoles and game companies will shift resources to the larger markets. Without games, Sony can't make money with the PS3.

If they cut the PS3 price, they may stimulate demand, but they will still be losing money on each unit, so the overall loss will be higher and they won't likely hit their margin number. It would still preserve their chance of making money on PS3 games going forward, though, if it grows the installed base.

Stringer will have to decide whether it's better to keep his promise to the financial community (5% margin) and hurt futures, or miss his target to improve future chances (and probably lose his job).

Ah well, that's why he gets the big bucks...
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Old 05-16-2007, 12:25 PM   #7
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Things could continue to get worse on the software side of things for the PS3 if more and more developers choose to switch to another platform, or go multiplatform. Here is an article I came across where they talk about J-developers deciding to switch to the Nintendo.

http://www.gamasutra.com/php-bin/new...hp?story=13922
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Old 05-16-2007, 01:16 PM   #8
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MGS4 has been delayed until 2008 too.
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Old 05-16-2007, 01:28 PM   #9
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Here is another article that discusses the Sony situation without all the Yen:

by Steve Smith -- TWICE, 5/16/2007 6:24:00 AM
Tokyo — Sony reported a double-digit gain in sales but a deeper net loss for its fiscal fourth quarter due to operating increases in its game division with “strategic price points lower than production costs” and “severe price competition” in its electronics segment.

Sales for the quarter were $17.7 billion, up 12.6 percent, due to increased sales of Bravia LCD TVs, Vaio PCs, Handycam video cameras and the launch of PlayStation3. Sales of rear-projection LCDs, CRT TVs and PlayStation2 decreased during the quarter, which ended March 31.

Sony reported a net loss of $573 million for the quarter, about $8.62 million deeper than the previous fiscal fourth quarter. Its operating loss for the quarter was wider by about a half to $961 million, and the loss before taxes was also about a half greater compared to last year at $896 million.

For its fiscal year, ended March 31, Sony reported that company-wide sales were up 10.5 percent to $70.3 billion, net income was up 2.2 percent to $1.07 billion while its operating income was down 68.3 percent to $608 million.

In its electronics segment for the year, Sony’s sales and operating revenue were up 16.9 percent in yen reaching $51.3 billion during the fiscal year while operating income was up dramatically, over 2000 percent in yen, or $1.33 billion.

Sony said operating income was up even though there was a $434 million provision during its fiscal second quarter for charges related to the notebook computer battery pack recalls and replacement program. Sony also benefited due to the depreciation of the yen vs. the U.S. dollar and the Euro.

Sony also reported that 24 percent of its electronics sales during its fiscal year were from the United States, representing a 4 percent gain in local currency and an 8 percent gain overall. The leading reason for the increase was LCD TVs.

In its game area sales and operating revenue is reported up 6.1 percent in yen to $8.62 billion, but it posted an operating loss of $1.99 billion vs. a slight profit of over $70,000 during the previous fiscal year. Lower demand for PS2 hardware, in anticipation of the introduction of PS3, and price cuts for both systems were reasons for the operating loss.

Sony anticipates sales gains for this fiscal year, ending March 31, 2008, in electronics due to increased sales of LCD TVs and semiconductors including those for use in the game segment. In games, sales should increase due to the full-scale expansion of the PS3 business in the United States, Japan and Europe with a significant reduction in operating loss due to improved production efficiencies.
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Old 05-16-2007, 02:32 PM   #10
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LOL
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Old 05-16-2007, 05:05 PM   #11
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Quote:
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MGS4 has been delayed until 2008 too.
That's not for certain yet- Gamestop posts incorrect listings all the time. IGN still has it listed for November '07.
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Old 05-16-2007, 05:17 PM   #12
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Regardless, the PS3 is a big vortex of suck as far as money goes for Sony. They wouldnt be in this mess if they hadnt included BD in the thing.
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Old 05-16-2007, 07:21 PM   #13
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Quote:
Originally Posted by johnnyd1 View Post
LOL
You people are funny
I'm glad that we are able to amuse you and be the bright spot in your day

On a more serious note, why havn't we heard of MGS4 if its still due for release this year? Sony can't possibly let Halo and GTA4 steal all of the press as the hype for these games hasn't even begun to start yet. If Sony doesn't have their AAA megablockbuster game to compete against the slew for the X360 this holiday season, then things look a little more grim for the success of their PS3 unless they drop the price.
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Old 05-16-2007, 07:27 PM   #14
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Because strawberry has this mission where he has to be the bastion of reason and balance and he has to counter anything anyone says?

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Old 05-16-2007, 07:51 PM   #15
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Quote:
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LOL
You people are funny
Yeah, real funny.. for posting truths.. yeah... uh huh
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