Idei, Nobuyuki (1937– )

Japanese business executive. Idei joined Sony Corporation in 1960 and rose through the ranks to reach board level in 1989, becoming president in 1995, and CEO from 1999 until he stepped down in 2005. He remains chairman of Sony's advisory board. Idei built up the Sony brand with an acute understanding of consumers' interests, but drew criticism for the company's lacklustre performance in the latter days of his tenure. His marketing ability has been compared to that of the group's co-founder, Japanese entrepreneur Akio Morita.

When Idei became president, the Columbia Studios (acquired in 1989) were making losses. Idei reorganized the studios (there were $3 billion in write-offs) and launched new premium products, including the PlayStation (a computer games console, which took almost 70% of the market) and the VAIO notebook PC. As CEO, he restructured the company into five operating units to focus the corporate strategy on networking all Sony products. In 2000 he streamlined the board from nearly 40 to 10 and included, for the first time, three outsiders. Idei changed roles to chairman in 2000 to have less responsibility for day-to-day management and to concentrate on the company's Internet business. That year Sony announced plans to establish an online bank (with Sakura bank and J P Morgan) and launched PlayStation2, with enhanced graphics and functionality, and a broadband Internet-access device.

Idei was born in Tokyo, the son of a professor of economics. He graduated from Waseda University with a BA in political science and economics in 1960. Having joined the Sony Corporation as a graduate in 1960, Idei spent the next ten years in Europe, where he played a key role in the establishment of the company's European market presence and set up the French subsidiary. He returned to Tokyo in 1970 as manager of all Sony's European operations. Idei was appointed manager of the audio division in 1979 and senior general manager of the Home Video Group in 1988, and was instrumental in marketing the company's CD and VCR products before joining the Sony board in 1989.

He has participated in the World Economic Forum meetings, was chairman of the IT Strategy Council, an advisory committee to Japan's prime minister, and has been a director of General Motors and Nestlé. His pastimes are golf, reading, and films.