Kaz Hirai: We Want To Increase Brand Loyalty

Last week, Sony provided more details about its plan to make the PlayStation Network an all-encompassing online service. The service is set to kick off next year, and give the brand a boast.

"We want to increase the value, or the brand loyalty of our Sony products. There is no question about it," said Sony Executive Vice President Kazuo Hirai in a recent interview.

Hirai, who overseas games and network services, noted that Sony in the past has not been good at communicating between divisions. The exec also noted that the future integration of the PSN is something unique to Sony.

"That's the kind of combination that I think is not seen anywhere else," Hirai said. "That I think is where our core competence lies, and that's a differentiator for Sony."

Sony hopes online service will build brand loyalty [Japan Today]