Sony will not attend the CeBIT, the world's biggest technology fair held annually in Hanover, in 2006, its director for Germany revealed.
"The CeBIT is not the right platform for us," Manfred Gerdes told the newspaper Die Welt.
He hinted that the fair, which takes place every March, was out of step with the fast-moving world of technology and electronics.
"In order to present new products, we should really take part in a fair every three months for technology information products and every six months for electronic entertainment products."
Sony's withdrawal from the CeBit, which drew 480,000 visitors this year, follows a similar announcement from European eletronics giant Philips, which prefers exhibiting at Berlin's Ifa electronic fair.
Gerdes said Sony's decision was not related to its restructuring programme, saying "when we want to gain market share, it makes no sense to try to save money on marketing."
In Germany, Sony has already cut its salary budget and scrapped 600 jobs. The company plans to announce further cost-saving measures at the end of October.
Sony on September 22 announced a global restructuring programme which envisions cutting 10,000 jobs, closing or selling 11 factories, streamlining administration and reviving its core electronics business.