Sony's recent round of tough restructuring has not come at the price of innovation, the company's chief executive told CNBC, adding that the company was still able to create "wacky" products to wow consumers.
Speaking to CNBC at the IFA consumer electronics show in Berlin Thursday, Sony boss Kazuo Hirai also said the company was not going to sell its smartphone business, despite a small global market share, as it could be a major player to drive a "paradigm shift" in mobile communications industry.
Last year, Tamotsu Iba, a former chief financial officer and vice-chairman at Sony, attacked Hirai for his leadership style, saying the the cost-cutting measures at the company are leading to the "the Sony spirit" being lost. Iba said Sony risked "sinking".
Hirai, who took over the reins of the Japanese electronics giant in 2012, has overseen jobs cut in places where Sony was losing, such as mobile, while it sold off its Vaio computer business in 2014. Hirai has doubled down on areas of strength for Sony such as its image sensors and PlayStation video games unit.
The CEO said that despite all this, Sony still has the ability to innovate.
"Sony is committed to making sure we innovate on both fronts - traditional products and also really new ideas, sometimes wacky ideas, but ideas that really wow our customers," Hirai told CNBC in a TV interview.
"One of the things that we really focused on as we were going through a very tough restructuring through the past several years was that we were not going to skim on R&D and that we were not going to skim on innovation. As a matter of fact, it was during those times where I actually instituted and started...the business unit dedicated with coming up with those edgy products and that's paying off today."