Why is Sony’s mobile division at a loss?

Mar 18, 2019 2:10 PM ET

Sony has brought many exciting products to the market, and the company is famous for its innovation. Some of the products that Sony brought to the market revolutionized the world such as Trinitron TVs, Walkman, and PlayStation. At the time of its peak Sony reign over all the electronics market. The company also ventured into the mobile phones division and partnered with the Ericson Mobiles. Sony found success for a limited time, and their sales were booming for a time, but their success was short-lived. Their sales kept on dropping, and Sony acquired the stakes of Ericson. The mobile phone became known as Sony rather than Sony Ericson. Sony is now out of the top 10 mobile phone vendors of the world. The company is still struggling in the year 2019, and their Sony Xperia sets are not living up to the task.

Sony mobile present market

Each year Sony releases verity of smartphones to keep up with the competition of the market. Sony’s smartphones failed to attract users and once again like the year 2018 Sony’s cellphones did not live up to the company’s expectation. In the year 2018 Sony’s mobile phones sales dropped from 10 million to 9 million which is the same as the number of Galaxy S9 sold in the second quarter of the year 2018. The mobile phone division of Sony is losing more than the earning of its gaming division. A single model of Samsung is selling more units in the quarter of a year than the number of units Sony sold in the entire year. The mobile division of Sony is in the loss, and it does not seem like it’s getting any better.

Why Sony’s smartphones are lagging?

Sony company, in general, is doing quite good aside from the mobile division which is acting as a dead weight on the company. Despite the loses and poor sales Sony’s mobile phone division is quite busy in making various smartphones. From mid-range mobiles such as XA2 Ultra, Xperia L2 and Xperia XA2 to flagship mobiles such as Xperia XZ2. The phones do not have any negative aspects, but they still did not live up to the expectation of the company. If Sony is performing well then how can they still lag in the race? The answer to that question is not evolving as quickly as other manufacturers. There is no innovation in Sony’s mobile phones, and it slowly adapts to the trending technology and design. The design of their smartphone has remained the same, and the only improvement is hardware. Other phone manufactures released their bezel-less phone a year earlier to Sony’s smartphone.

What can Sony achieve?

Sony still has some advantage when it comes to smartphone cameras. They are the major manufactures of smartphone camera sensors. The camera of their smartphones is quite good compared to the other competitors of the market. If Sony focuses on the camera of their smartphone, then it can become the identity of their phones.

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Warren March

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