There's one basic problem with consumer electronics giant Sony, according to some analysts: it's just not cool.
Sony's shares tumbled almost 7 percent to a three-month low Thursday, a day after the Japanese firm forecast a net loss for the second year in a row.
"At the end of the day it boils down to something very simple and that's Sony's not cool," said Paul Krake, founder of View from the Peak: Macro Strategies, on CNBC Asia's "Squawk Box" talking about the reasons behind Sony's woes.
"Our kids don't buy Sony products; my 72-year old mum buys Sony. And that's the fundamental problem," he added.
Sony made its mark 35 years ago when it brought music on-the-go to the world via its Walkman. But in recent years, Sony has failed to drive new products and change in the consumer sector in the same way rivals Apple and Samsung have.