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Sony’s Mobile Unit Seeks Profit, Innovation
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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.
How the breakup of the Sony-Ericsson mobile joint venture was the best thing that happened to Sony
01/07/2011
For over a decade the Sony-Ericsson joint venture slowed decisionmaking and made it difficult to take advantage of Sony's technological capabilities. The end of the joint venture could not have come soon enough, and may have left the smartphone market o Apple and Samsung by default. The joint venture was started at a time when Nokia was the dominant mobile company. The smartphones from Apple changed everything and made speedy decisionmaking and use of companywide capabilities essential for success, something the joint venture was not designed to do. The Sony Experia Z is the first big product from the new Sony owned mobile business.
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Sony Turnaround Effort Falters, Expects $2.15 Billion Yearly Loss
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Grouped Articles
Sony Nears Deal to Buy Out Ericsson From Joint Venture
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Sony Sets Sights on Smartphone Market
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Sony Rolls Out Its Xperia Ion Smartphone
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Mobile Devices Overtake PC Sales at Lenovo
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Sony facing headwinds in the smartphone market in 2014-2015 with competition from Chinese brands (Xiaomi, Lenovo, HTC)
09/18/2014
Grouped Articles
Sony Turnaround Effort Falters, Expects $2.15 Billion Yearly Loss
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Sony Posts Hefty Loss, but With Glimmers of Hope
Wall Street Journal 11/01/2014
Xiaomi Makes a Profit on Its Cheap Smartphones
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Sony Vows to Overhaul Smartphone Unit
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08/16/2012
Japan's smartphone manfacturers lag far behind Apple and Samsung in the smartphone market.
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Apple Finds Surprising Growth Market in Japan
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Sony Vows to Overhaul Smartphone Unit
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Sony’s Mobile Unit Seeks Profit, Innovation
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Sony's strategies in the smartphone business
01/07/2011
Efforts by Sony to bring the smartphone operations of Sony-Ericsson in house in 2011, by buying out Ericsson. The smartphone as a device which links up with Sony's games, playstation, music and other media capabilities. The inhouse operations would enable faster turnout of new smartphone models, and enable the use of proprietary technologies and products.
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Sony Struggles to Stay In the Game
Wall Street Journal 11/01/2013
PlayStation 4 Debuts With Big Crowds, Short Supplies
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After Losses, Yet Another Overhaul for Sony
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Sony Unveils Plans to Revive Company
New York Times 04/12/2012
Sony Tries to Crack Smartphone Market With Xperia Z2
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For Sony, Struggle is Still the Bottom Line
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