Try as it might, Sony just can’t seem to catch a break. It’s seemingly been “restructuring” for the past decade as it attempts to find itself in a market that has little need for it’s once-brilliant products. Not that it’s products are any less brilliant than before mind you, but rather because everyone else can make them, too.

The company that gave the world consumer portable audio, the Playstation, and AIBO is no longer able to compete with its fellow industry giants. Japan’s once unrivaled electronics giant has fallen victim to foreign competition from companies like Samsung, LG, and even HTC or Lenovo.

As a result, Reuters is reporting that come November 16th, there will be a new President of Sony Mobile Communications when Hiroki Totoki, currently the Corporate Planning Director, takes the helm. This comes just a day before Q3 2014 results are in which has everyone bracing for some serious bad news.

Whereas most failing companies can’t be faulted for trying, Sony seems stuck for not doing anything at all. Despite it getting rave reviews, its Xperia smartphones have been pushed with all the gusto and bravado of a wet marshmallow. Flagship phones are often exclusive to a single carrier, available to order unlocked directly from Sony Style for prices way beyond the average customer’s price range, or even passed up on entirely. Promotion is almost non-existent. All this despite consistently glowing reviews for its products.

As profits continue to sink and the company finds itself seeking the leadership required to make things happen, more and more people purchase easily recognizable phones such as the Galaxy series, iPhone, or even other lesser known products.

What’s quite clear is that Sony needs to get its act together, and it needs to do so immediately. Now that Samsung’s ship is starting to sail, this is an ideal time for a premium design company to step in and take control. Totoki really must take off the kid gloves and come out with a brand new marketing campaign, product line-up, and unique features the likes of which only Sony can produce if he wants a bright future.