Sony's biggest disappointment. Bloomberg Boot Camp, a report on today's technology. Sony's electronics business in the United States….has been one of the few bright spots lately for the company. The President and Chief Operating Officer of that business, Dick Komiyama….says about 90 percent of the Grand Wega line big screen TVs sold by Sony, have been in the U.S. But his biggest disappointment has been….Sony's failure to challenge Apple for leadership in the portable digital music space. But Komiyama says plans are being made to launch a new assault on Apple this fall….

"I feel very confident that we'll be able to present our case with a new platform of service and also working together with the content. And also with extremely re-defined features of hardware that we'll be introducing this early fall. As I said before, this is a new stage of a game. If we say this game is just like baseball, we're just like still in the second inning. We have still many innings left."

Sony is readying new flash memory and hard drive based music players that can play songs in a variety of formats including MP3 and Windows Media. And there are indications it may offer a subscription based music service as well to rival services from Napster, Yahoo and others. Bloomberg Boot Camp, I'm Fred Fishkin.