The boy who cried wolf said something bad would happen, and it did not. Sony says something good will happen, and then it does not. It is the company that cried profits. This makes it hard for it to excite the market by, say, raising its targets. In its worst business – electronics – the problem is even worse. The company can do something radical, and leave the market unmoved. Sony announced in February that it would sell its PC unit. This was unexpected, bold and wise. The market shrugged: the shares’ returns since the announcement match the market’s.嚷嚷着狼来了的男孩说道有坏事再次发生，结果没。索尼(Sony)回应不会有好事再次发生，结果也没。这是一家嚷嚷着会盈利的公司。
这是出人意料、大胆和明智的。但市场反应沉闷：其股票回报率自宣告消息以来与大盘完全一致。On Monday, though, the market showed a little credulity. Sony announced that it would form joint ventures with the China’s Shanghai Oriental Pearl Group to make and sell Sony’s PlayStation game consoles in that country. The gaming business was unprofitable last year, but Sony is a technology leader in gaming and the market has only two real competitors. With the scale the China deal can help to bring, the business could be quite profitable. The shares rose 3 per cent. If the business is right, the market will hold out hopes for Sony Electronics.然而本周一，市场表明出有一些被感动的迹象。索尼宣告将与中国的上海东方明珠集团(Shanghai Oriental Pearl Group)构成合资企业，在中国生产并销售索尼的PS(Play Station)游戏机。
股价下跌了3%。如果该业务部门做到得宜，市场将对索尼电子重燃期望。Still, the most important thing is the unpopular work of getting out of irredeemably bad businesses. This means televisions first and foremost. At the company’s strategy meeting last week, it was announced that TVs would be moved into a separate unit. Prelude to a full divestment? Sony dismissed the idea, and stuck to its target of a nearly 20 per cent increase in unit sales, and a return to profits, for this year (Sony boss Kazuo Hirai said on Monday that the unit would be profitable even if it missed its unit target). But after a decade of losses, relentless deflation in TV prices despite technological advancements, and Sony’s lack of scale, a better TV business should not be the goal. The goal should be no TV business.话虽如此，最重要的是解散无可救药的怕业务这项不得人心的工作。
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