President and CEO of SCEI, Kaz Hirai, knows all too well the financial troubles plaguing Sony's Computer Entertainment division. SCEI posted an operating loss of ¥58.5 billion ($612 million) for fiscal 2008 and Sony admits it doesn't expect
to turn a profit any time soon. But that's not going to stop Hirai from trying to change things. No, according to what he told Japan Today
, it sounds like he already has a plan: "We need to quickly bring our PlayStation business on a break-even level and later to profitability."
So, he's laid out a set of milestones to accomplish, but how's SCEI going to get there? Hirai said Sony needs "a strategy where buying a [sic]
hardware is not the endpoint but instead a starting point that can offer new experiences." This includes, according to him, bringing the PlayStation Network to traditionally non-gaming electronics like televisions and digital cameras -- shades of what Howard Stringer said weeks before
. And speaking of PSN, part of the strategy is aimed at boosting digital sales from ¥20 billion ($209 million) last year, to ¥50 billion ($523 million). We guess this means expect a lot more content spread across a lot more devices.