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After suffering losses in the television market Japanese electronic manufacturers, Panasonic, Sharp and Sony, have diversified into solar energy, electric car batteries, and medical devices.

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Starting in 2009 Samsung's investment in R&D exceeded the same investment by competitors Sony and Panasonic. By 2011 this gap had widened, as Samsung spent $8.7 billion on R&D in 2011, Panasonic $6.6 billion and Sony $5.5 billion for their fiscal years. This is a result of Samsung's having captured a larger portion of the market and profits in recent years. In the U.S. Samsung has 50% of the market for LCD television sets. Now Sony and Panasonic have reached an agreement to join together their efforts for production technologies to produce OLED television sets, the next generation technology for television. Sony and Panasonic are also working on changing their mindset that focussed on technological advancement and less on delivering consumer friendly technology at attractive price points. Sony developed the first e-reader in 2004, and developed the first OLED set in 2007. But the e-reader lacked the software capabilities of the e-readers developed later by Amazon and Apple. For OLED the production technology was lacking for Sony to produce it at commercially viable prices for mass production. Now Sony prefers to let S. Korean competitors take the lead, and hopes to come from behind by combining critical areas of technological development with Panasonic. Samsung and LG Electronics will bring new 55 inch OLED sets to the market in late 2012. Panasonic and Sony have new CEO's who are faced with developing strategies for a rebound. Panasonic CEO, Kazuhiro Tsuga, is keen on changing the mindset of the company back to the consumer. He told a news conference recently: "Japanese firms are too confident about our technology and manufacturing prowess. We lost sight of the products from the consumer's point of view."...

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Sony's CEO, Kazuo Hirai, talks to WSJ staff in April 2015, on ways in which it has changed as it adapts to the new competitive environment. He says the basic DNA remains the same with its focus on innovation. What has changed is the sense of urgency, accountability starting at the top, and the ability to adapt quickly to the competitive environment. Hirai describes his personal life at home alone in his condo, with his family in California. He spends the quiet time on the weekends in the condo thinking over decisions to be made, testing the logic, and adds that he rarely changes once he has made up his mind.

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As part of his plans to revive Sony, CEO Hirai plans to increase sales in emerging markets by 44% in 3 years. Sony is the leading brand for television, audio equipment, and notebook computers in India. Hirai plans to increase operating margins to 5%, and increase revenues by 33%, by March 2015. The outgoing CEO, Mr. Stringer reached 5.4% operating margin in the fiscal year ending March 2008, but things changed after the global financial crisis and the problems in 2011 with the tsunami and earthquake in Japan and floods in Thailand. Sony also plans to start a new medical business with medical diagnostic products, and endoscope type products that use its advanced image sensors. Sony plans to focus on mobile devices, digital cameras, and videogames for further investment.

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The impact on Sony's image of a decade of missed opportunities. The failure to come up with innovative products early and maintain its leadership position. The emergence of Apple and Samsung as leaders in electronics that has hurt Sony's profitability. The failure to integrate the work of different divisions to produce exciting new products.

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Sony's Xperia Z smartphone as a competitor to Samsung Galaxy and Apple iPhone in 2013. Sony is now in third place in global smartphone sales with a 5% market share. Sony CEO Hirai says the basic building blocks are in place for Sony to secure the strong position in smartphone sales that its technology and assets deserve.

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The different strategies of Apple and Samsung in getting to the point where the two companies now dominate the smartphone market. Whereas Apple makes only one phone, its iPhone, Samsung's strategy is to have multiple phones in each price segment. It has five levels of Android based phones, with 2-3 models in each price segment. Samsung also benefits from doing its own maufacturing. When faced with a number of technologies Samsung's strategy is to bet on all of the technologies until one of them emerges as a winner, and then concentrate resources on that technology. It uses a similiar strategy for televisions. Apple by contrast places more emphasis on original design and profit margins over sales, gaining sales without eroding margins by being the first innovator in the market. It also has its own unique arrangement for manufacturing at lowcost with Foxconn in China that supports its high margins. Apple is secretive about its designs and promotes its brand heavily with its own retail stores. Apple also uses its innovative edge as leverage to steer profits away from carriers. Analyst estimates are that carriers such as AT&T and Verizon pay about $400 per iPhone to subsidize its cost because this is the only way to get customers into their retail stores. IDC estimates are that the smartphone market is $219 billon in 2012. Both companies are very close in volume- IDC estimates Apple shipped 93.2 million smartphones in 2011, compared to Samsung's 94 million units. Apple has market share of 23.5% in the fourth quarter 2012, up from 16% in 2010. Samsung has 22.8%, up from 9.4% in 2010. Apple and Samsung have together taken 91% of operating profits of all cellphone companies in the fourth quarter, an increase of 30% from 2011, according to Strategy Analytics....