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Sony has been trying to become a big name in the smartphone game for a couple of years now. It has employed a six-month development cycle in order to refine its smartphone line to the quality of other major players in the market and has done well critically with the latest flagship devices; the Sony Xperia Z3 and Xperia Z3 Compact.
The company had an unsuccessful Q2, however, and has now cut its sales forecasts for the second time this year.
Sony expected to sell 50 million smartphones in 2014 but then slashed the predicted figures down in July to 43 million. Now it has chopped things down again to 41 million units by the end of this fiscal year.
Kunimasa Suzuki, the president and CEO of Sony Mobile since April 2012 has now been moved to executive VP at Sony Entertainment and will become a group executive of the whole corporation on November 16. Hiroki Totoki, until now a Senior VP in charge of corporate planning, has been installed as president of Sony Mobile.
Sony made an almost 600% loss, more than it did in Q2 2013. The Sony PlayStation 4 has helped the company overall to make more profit year-on-year but the mobile business has had to write off 176 billion yen of Sony Mobile’s value after the drop in predictions.
Sony’s latest smartphones have received good reviews across the board. That said, the company has struggled to get its devices into a good position in the US market. Currently only T-Mobile offers the Xperia Z3 in the US making it a niche choice for American consumers.
Sony is going to have to step up its game in 2015 and make sure its flagship devices are more widely available in order to become the major smartphone player it desires to be.
16:55, 31 Oct 2014
by jamesp via Featured Articles
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