Sony products have sometimes failed to meet consumer need, admitted new company president Ryoji Chubachi today.

The engineering-led company has a history of innovation, but doesn't always meet consumer trends, he admitted.

Drawing a picture of the company as a wrestling champion forced to compete with 100 challengers at once, he admitted that competitors focused on specialised products have been taking a chunk out of the company.

Sony isn't defeated, he added, discussing Apple's iPod: There's an illusion that Sony is somehow getting totally defeated, but that's just one business for Sony."

He indicated that under new CEO Howard Stringer is refocusing its efforts to emerge as a major competitor in its chosen markets once again.

"Right now there is a gap between what consumers expect from
Sony, their image of the Sony brand and reality. A recovery will
come when we can close that gap," he told Reuters.