O'Donovan also said the current PlayStation 3 console has "not been quite as successful" as Microsoft's Xbox 360, which has not helped Sony's current predicament.

The question remains though: If the root cause of the losses at Sony isn't a lack of ideas then what is?

Ostensibly, the answer probably lies in Sony's underperforming TV division that had had its sales eroded by cheaper offerings from Korean competitors and a sluggish TV market in general.

Despite Sony's loses encompassing its global operation, the silver lining is that Sony in Australia is performing quite well compared to other markets, with Rose confirming to ARN that Sony A/NZ is "a profitable organisation".