Sony looking at new projects to 'wow' its customers & avoid bureaucracy, says Kaz Hirai

Sony's CEO Kaz Hirai has laid out the company's approach to the future, following its CES presentation. Hirai has painted a roadmap consisting of new projects, a stronger focus and by giving its customers a 'wow' factor.

Speaking with The Verge after his CES presentation, Hirai agreed that Sony needs to re-align its focus and get consumers back on-side.

Said Hirai, "We need to really take a look at where we excel and make investments to make sure that we continue to excel in those areas that will manifest itself in exciting projects that will really wow our customers.

"I've spent a lot of time visiting a variety of different sites we have all around the world, and that creative DNA of wanting to really push the envelope and come up with some products that really wow customers: that DNA is still there, and that is the heart and soul of this company.

Hirai added, "It's my job to make sure that those great ideas really rise to the top and don't get mired down in bureaucracy", in response to an earlier claim that many of Sony's, "great ideas unfortunately just never rose to the top" and were smothered "somewhere in bureaucracy".

"That's why I make it a personal mission of my own to really spend time with the R&D guys," he added, "the product development guys, and have them really come to me with some ideas that they have so that I can personally get involved, which I am doing with several projects."

It's a hands-on sentiment, but will it be enough to clear up the bureaucratic quagmire Hirai speaks of? Is Sony in need of a shot in the arm, or is this all just a lull before PS4 drops? Let us know below.

Thanks Eurogamer.