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Sony is expecting its second straight annual loss for the fiscal year through March 2010
-- hurt by sliding prices, the global slowdown and the absence of blockbusters products like Apple Inc.'s iPod or Nintendo Co.'s Wii. It has fallen behind in liquid-crystal display TVs to Samsung of South Korea and Japanese rival Sharp Corp. Sony is hoping to be profitable in that business by the fiscal year ending March 2011. Hirai, who oversees games and network services, acknowledged Sony's units didn't communicate well in the past to coordinate their strengths. That has changed under Stringer, he said. Stringer appointed a new management team earlier this year, including Hirai. Hirai said the planned service was a chance to one-up rivals at a time when products are becoming commodities, with prices being the big way to compete. "We want to increase the value, or the brand loyalty of our Sony products. There is no question about it," he said. Sony has a long way to go before a full recovery. The maker of the Walkman portable player expects a 95 billion yen ($1 billion) loss for the fiscal year through March 2010
-- marginally better than the 98.9 billion yen loss the previous fiscal year, its first annual loss in 14 years.
[Associated
Press;
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