This article is a little older, but it goes along with what we were discussing concerning Sony's new approach. They seems to be targeted Apple as a competitor revolved around Apple being a design firm, and saying that Sony is a better design firm, thus positioning itself away from traditional manufacturing and into the business of design. Reading more into it, they still seem to be heavily reliant on products and don't fully seem to get what their new direction is, but they are apparently trying, even if they have not fully embraced the software aspect of what their strategy could be.
http://www.techradar.com/news/world-of-tech/future-tech/sony-looks-to-movie-downloads-and-gaming-profits-408083
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