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But the same rivals that Sony has struggled against in recent years, such as South Korea's Samsung Electronics Co., are certain to make a similar push in 3-D and other technologies. This would only increase pressure on Stringer to deliver on his promise of "synergy" to fully exploit Sony's strength in entertainment to boost profit for its core electronics business. Sony is also hoping to jump into the tablet computer market, which Oneda described as a growth area now that Apple has introduced the iPad. The company does not expect the iPad to significantly shrink demand for its well-received e-readers. Instead, the iPad represents a new player that straddles a world between smart phones and netbooks, he said. "We are confident we have the skills and technologies to create such products," Oneda said, without mentioning specific product plans. "Timewise, we are a little behind the iPad, but that is definitely a space in which we would like to be an active player." Kota Ezawa, an analyst at Citigroup Global Markets Japan, said Sony's brand and global marketing prowess are "trump cards" that could fuel future growth against rivals like Samsung and Apple Inc. "Earnings are recovering more quickly than we expected," he said in a recent report. "If Sony executes on decisive restructuring measures, we think it should be able to maintain the competitiveness that will make an improved profit outlook possible." In trading Thursday, Sony shares fell 2.2 percent to 3,075 yen, while the Nikkei 225 stock index lost 0.5 percent. Sony reports earnings based on Japanese accounting standards.
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