Kaz Hirai takes the top role at Sony and then realises just what he has to deal with? Well, it certainly looks that way according to an interview with the Wall Street Journal.
Possibly his greatest challenge is not the market, but his own staff and colleagues. In a statement of the obvious to beggar belief he points out that, "We really need to buckle down and be realistic. I don't think everybody is on board, but I think people are coming around to the idea that if we don't turn this around, we could be sitting in some serious trouble."
So, if you don't turn an ailing company around, you're in trouble? Oh dear.
On taking over, Mr Hirai has had a realisation, the kind of realisation that you might expect any management executive to have had, well, early on: "It's one issue after another," he points out, "I feel like 'Holy só, now what?'"
He continues his impression of a bunny in the headlights by stating that, "I thought turning around the PlayStation business was going to be the toughest challenge of my career, but I guess not."
So, now he has more than project on his hands, what's his plan? More hardware?
"The world has moved on, We can't just continue to be a great purveyor of hardware products, even though some people expect us to do that."
Let's hope we retain Sony in gaming. Competition is good.