Sony does not want to give up its Smartphone business despite last clearly decreased sales figures. “We remain committed to the smartphone market,” said mobile communications boss Mitsuya Kishida at the Mobile World Congress in Barcelona. “But we have to offer something very unique for that.”
At the mobile phone trade, Sony unveiled, among other things, the new flagship model Xperia 1 , which aims to attract customers with ultra – advanced video capabilities built on the professional technology of the group’s Hollywood studios, for example, in color reproduction. “We’re the only ones who can do that.” And that’s just the beginning of differentiation. Sony wants to put even more emphasis on its experience in the entertainment business with film, television and music.
The upcoming super-fast 5G data radio also offers many opportunities for Sony in view of this strength in multimedia content, Kishida told the news agency dpa convinced. “Sony is an entertainment company.” One can build on, for example, when recording and transmission of video. Bundle offers with the group’s own content are also possible. Overall, it may take time for the 5G effect to take effect.
the final quarter of 2018, Sony only had 1.8 million smartphones sold. For comparison, the market leader Samsung was around 70 million. Sony now expects only 6.5 million smartphones sold for the entire fiscal year ending March. In the previous fiscal year, the Group was able to get rid of 13.5 million mobile phones. In the smartphone business, high volumes are considered important, among other things in order to obtain cheaper access to components.
People tended to pay too much attention to sales figures, Kishida argued. But more important is what value you offer the customer.