TECHNOLOGY FEATURE Sony chief sees electronics shift by 2006 May 20, 2004 TOKYO — Global consumers will soon demand personal choice in cross-functions among TVs, computers, digital cameras and mobile phones, ending the era of mass production by 2006, Sony's chief said Wednesday. New Internet technology was prompting convergence between electronics and entertainment, in which Sony Corp. intends to be a global leader, said chairman and chief executive Nobuyuki Idei. Spelling out Sony's plans for the 12 months to March 2005, Idei said it would be a year of "perseverance" as the company further trims its workforce and refocuses business priorities so it can better compete in the brave new world expected to hit the sector in a couple of years. "I think there is going to be a huge change in the electronics industry in 2006," Idei told a news conference. "As the information gap ceases to exist, the power of each individual has become stronger than in the past when corporate PR still worked, and it will get even stronger in three to 10 years. "Except for some countries, the era of mass production is being replaced by a power shift to individuals," which would change the way products are chosen, he said. To meet his challenge, Idei said Sony would converge functions between appliances used in the living room and home office. Interaction would become available between electronic gadgets like TVs, DVD recorders and personal computers, portable audio players, digital cameras and cellphones. The Sony chief said his company would continue its three years to March 2006 restructuring programme, which should have a full cost-saving effect of ¥200 billion ($1.75 billion) in the following year. –Sapa-AFP Related stories Google rankings scorned [30/03/2004]