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Sony''s effort to buyout Ericsson's 50% stake in Sony Ericsson comes at the right time says Simms. There is potential to integrate all of Sony's products in music, movie and games to its tablet PC's and smartphones. And the joint venture with Ericsson is now outdated, only serving to slow down decisions. The problems Sony will have to overcome to do this is larger investments in new smartphones and a new strategy. Sony Ericsson racked up losses till 2010 when a shift to smartphones helped to make it profitable. Strategy Analytics estimates Sony Ericsson's share of the global smartphone increased to 4.1% in the 2nd quarter 2011 from 0.6% in 2008. Sony needs to increase its share of global smartphones to improve margins. Sanford Bernstein estimates Sony Ericsson's operating margin in 2011 will be 0.3%, compared to HTC's 15% and Apple's 40%.

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The smartphone market is critical for Sony as it makes its way back to profitability in 2013. Sony sees smartphone unit sales growing at 50% in the year ending March 31, 2013, compared to a decline in unit sales of video camcorders of 9%, decline in digital compact cameras of 29%, and decline of televisions of 31%. The Sony-Ericsson joint venture was a world apart from the current Sony Mobile business. Sony Mobile executive vice president, Kaz Tajima, expressed his frustration that Sony was missing opportunities when working at the joint venture. Decisions came slowly as they had to be approved at different levels. Sony Mobile moves quickly on all decisionmaking. Companywide technological capabilities are also quickly available in designing a new product. The Experia Z uses all of Sony's technological capabilities in design, cameras, television and other areas. It now appears that the joint venture was the worst thing that happened to Sony. Sony bought out Ericsson's stake in the venture in 2011. Sony starts with global smartphone market share of about 4.5% and has a lot of catching up to do....

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Huawei launches its smartphone model the Ascend P6 at the historic performing arts location Roundhouse in London. Huawei is using the same marketing tactics used by Apple and copied by Samsung to get customer attention. Huawei, the second largest supplier of telecom equipmen after Ericsson of Sweden, is not known for its consumer products. This is the first time it is adopting high profile marketing strategies to upset the duopoly of Apple and Samsung in the smartphone market. Other competitors are LG, ZTE, Sony and Lenovo, each trying to take market share from Apple and Samsung. Apple lost over 5 points of market share in smartphones in 2012 and Samsung gained close to 4 points by coming up with a low priced range of smartphones. Apple now has 17.3%, Samsung 32.7%, LG 4.8%, Huawei 4.6%, ZTE 4.2%, for 1st quarter 2013. Samsung now faces competition in the lower priced segments from Huawei, Lenovo, ZTE and HTC, companies in China with products for this segment.

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Nokia announced a loss of 929 million euros for the first quarter of 2012. Sales declined from 10.4 billon euros to 7.4 billion euros in the same quarter prior year. The only bright spot for the company is that the Lumia 900 sold throught AT&T has made a successful launch in the U.S. Nokia CEO Elop says the phone is sold out in stores in the U.S. Lumia sales were 2 million in the 1st quarter of 2012, at an average price of 220 euros ($290). Nokia's strategy now is to bring the Lumia line including the lower end Luma 610 phone to Asian markets by June- to China, Singapore, Vietnam, Taiwan, Indonesia and Malaysia. Nokia's biggest problem is the older Symbian phones, which consumers are passing by and which now have to be discounted rapidly or replaced quickly with the Lumia line. The other related problem is falling margins on basic phones as Chinese competitors discount heavily- basic Nokia phone prices fell 18% to 33 euros ($43) from 40 euros or($52) the prior year. The speed in the drop in business for mobile phones can be guaged from the sales decline of 40% in the 1st quarter from $9.3 billion to $5.6 billion. Things are made worse by the 772 million euro ($1 billion) charge taken for Nokia Siemens Networks, a network joint venture with Siemens. Sales for Nokia Siemens fell 7% in the first quarter to $3.8 billion. Nokia Siemens has 53 contracts to build new mobile networks with Long Term Evolution Technology more than competitors Ericsson and Huawei, according to Nokia Siemens. Everything now depends on the speed with which Nokia can move to its Lumia line across the board, especially in China....

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Sony's efforts to buy out Ericsson's 50% share of Sony-Ericsson joint venture in cell phone devices. Analysts estimate the value of Ericsson's stake at 1-1.25 billion euros. For Sony it is critical to become a major player in the smartphone business. Smartphones are carried by consumers everywhere and offer the opportunity to link smartphones to its online music, games and videos. The Sony-Ericsson venture failed to catch the smartphone trend early. After the launch of the Sony iPad, Sony sees significant opportunities in coming up with newer smartphone models and leveraging its technological strengths. This can only be done by having complete control over the smartphone business and having it in-house. Ericsson also sees it this way. Sony Ericsson Chief Bert Nordberg stated recently that the smartphone business has more in common with Sony than Ericsson. Ericsson's strengths are in heavy engineering and telecommunications, business to business, which are in contrast to the consumer emphasis at Sony. The Sony-Ericsson venture is barely profitable, with net profits of 90 millon euros for sales revenue of 6.3 billion euros in 2010. The strength of the Japanese yen, and the firmer valuation after the venture turned profitable in 2010- after two years of losses in 2008 and 2009- make a buyout of Ericsson's stake a good move for Sony....

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Comment by Samsung executives that show Samsung was late in the game in adopting Android for smartphones. A decision was made to leapfrog ahead of competitors in 2011 by building on Samsung's strengths in executing.

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Sony CEO Hirai describes his plans for Sony in the next three years.

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As part of his plans to revive Sony, CEO Hirai plans to increase sales in emerging markets by 44% in 3 years. Sony is the leading brand for television, audio equipment, and notebook computers in India. Hirai plans to increase operating margins to 5%, and increase revenues by 33%, by March 2015. The outgoing CEO, Mr. Stringer reached 5.4% operating margin in the fiscal year ending March 2008, but things changed after the global financial crisis and the problems in 2011 with the tsunami and earthquake in Japan and floods in Thailand. Sony also plans to start a new medical business with medical diagnostic products, and endoscope type products that use its advanced image sensors. Sony plans to focus on mobile devices, digital cameras, and videogames for further investment.

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Sony is trailing badly in the smartphone business in 2014-2015. Global market share is at about 3.1%. Sales in China have failed to gain with only 0.4% market share, as Xiaomi has made large gains in China in 2014, and with other low cost competitors such as Lenovo. Even in India once considered a promising market Sony smartphone sales market share is at about 3.2%. Market share is about 6.9% in Europe and 14.4% in Japan, according to Counterpoint Research. The mobile division is cutting staff by 2100 from current level of 7000, as mobile becomes Sony's only money losing unit. The head of the mobile division and CEO Hirai are now considering options including selling the unit or joining with third parties. Mr. Totoki, head of the mobile division, says Sony has learned through this experience that creating customer enthusiasm for products involves much more than simply putting together powerful parts.

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Sony's Xperia Z smartphone as a competitor to Samsung Galaxy and Apple iPhone in 2013. Sony is now in third place in global smartphone sales with a 5% market share. Sony CEO Hirai says the basic building blocks are in place for Sony to secure the strong position in smartphone sales that its technology and assets deserve.