Sony is one of the largest tech companies in the world, their camera sensors and PlayStation gaming consoles are selling extremely well, and yet some other businesses are not doing that great. Sony Mobile definitely belongs in that category, the company has been having issues with the Sony Mobile department for quite some time now, they’re simply not selling enough devices and the business is suffering because of it. There are many reasons why that might be, including poor marketing and maybe even high device prices, though who knows.
Much like HTC, Sony has been having significant issues in the mobile department, and the company’s smartphone business has been shrinking for a while now. That being said, the company has held an investor day quite recently in Japan, and during it, they’ve shared some plans for their smartphone business. According to the info Sony shared, they will defocus in specific regions, including India, USA, China and Brazil. They expect that their mobile business will shrink in those regions, so they’ve decided to put less focus on them. The company expects FY15-17 CAGR smartphone growth to be 0.3% in India, China and Brazil, and that is the main reason they will focus less on those areas. This comes as quite the surprise considering that growth (8.1%) was estimated for those areas last year.
The company has decided to put more focus on growth in East Asia, Europe and the Middle East, while they expect that their Latin American and Asia Pacific businesses will prevail. As you all might know, Sony has been focusing on the high-end segment for quite some time now, but it seems like they didn’t do as good as they’ve hoped, but there’s still room for progress there. There’s far less competition in the $250+ market, than in low and mid-range market sectors, which is why Sony will continue pushing in those areas. As you all know, the company had introduced three Xperia X devices (Xperia X, XA and X Performance) back in February, and the Xperia XA Ultra followed back in May. It will be interesting to see what happens with Sony Mobile by the end of this year, that’s for sure.