Sony “on the offensive” as it targets US and China to help double Xperia volumes within two years

by XB on 10th January 2014

in News

hirai_xperiaSony is currently forecast to ship 42 million Xperia smartphones in FY13 (year to March 2014), however Sony’s Chief Executive Officer Kazuo Hirai has ambitious targets going forward. Speaking to The Nikkei, Hirai believes that Sony can double the volumes of smartphones to 80 million units in FY15 (year to March 2016).

He plans to achieve that by focusing and investing in the Chinese and US markets, Kaz hopes to see tangible results in a year. Sony will also offer a broader range of handsets to boost sales (Windows Phone?). High-performance cameras on its handsets will also be a key strategy.

We’ve built the foundations in Japan and Europe. From now on, we’ll put more resources into the U.S. and Chinese markets. I can’t share detailed plans. But now that we’ve decided to go on the offensive, we’ll put money and people into those markets. I hope you’ll see the results in a year,” said Hirai.

Between FY11 and FY13, Sony is expected to grow smartphone volumes by 87 percent to the current forecast of 42 million units. “We hope to maintain the same growth pace as the past two years,” Hirai said when looking forward to the next two years to FY15.

This will not be an easy task. If Sony hits its 42 million forecast for FY13, this would equate to year-on-year volume growth of 27%. This is coming off a lower base too. To hit the 80 million unit target in FY15 will mean yearly volume growth rates of close to 40%. The targets mean that Sony needs to get serious traction in its new markets (China/US) if it realistically wants to get close.

Via Nikkei Asian Review.

Thanks Hendra!

  • Felipe Pimenta

    I won’t give any opinions whether they will achieve that or not, but that confidence and those plans are the way to go.

  • xperiax10.awesome

    conquer U.S.& China to come back to limelight !!!

  • redwan

    i want sony xperia z2

  • JHMBB2

    If they plan on hitting the US market then release the stinkin’ phones at the same time as everyone else gets it. Also stop skimping out from integrating all of your vast entertainment ecosystem between all your devices!

  • xperiaDROID

    Good luck, Sony!

  • loccorocco


  • APai

    grab the opportunity sony! samsung is messing around with its customers.

  • Smaxy

    Fuck yeah Sony! LET’S GOOOO!

  • hansip

    I believe Sony will dominate US market in quite a short time thanks to T-Mobile CEO swag. Anyway Wishing the best for Sony in 2014!

  • Quark Gluon

    I hope this will lead to better customer care services.

  • Daniel Dorestant

    That guy is so cool lol

  • Asahi

    Kazuo Hirai is the best thing that happened to Sony since Akio Morita and Ibuka Masaru (founders) passed away. Let’s hope Sony can put a huge dent in the US market in it’s first year and break through with some awesome numbers in the second.

  • Sami Mrabet

    it wasn´t so long ago Kaz said they Won´t make a push on US!? what happened lol

  • shanefalco

    Kazuo has been smoking something powerful! sony learn first to do with your smartphone decent pictures. Dear Sony are the only brand to have only 2 smartphones with lcd display ips. Learn from other brands to innovate and give updates more quickly.

  • Guest

    Kazuo, you will not achieve those goals using T-Mobile as your primary carrier in the US and selling only non LTE handsets at your Sony US stores. Also, fix the GD display issue once and for all.

  • Guest

    I think he realized that he can’t meet his projections without the US market.

  • fx

    He said they will take one step at a time and at that time they are not making a push into US.

  • Colby Leong

    Sony need to at least hit other carriers beside T-Mobile, like AT&T. There’s no way they could gain any real footing in U.S. without hitting multiple carriers. I hope they can pull it off, cause I’m tired of seeing all cool offers, and bonuses for other countries and those of us in the U.S. are left out. I mean all the Xperia Privilege app does is take up space on my phone.

  • groovc

    I like how in Oct 2013, Hirai said they would not be focusing on the US or China to build out their marketshare…

  • Jiyeon90

    The international success of the Z1 obviously changed their mind

  • groovc

    True…and probably also the buzz around the Z1 Compact aka Z1f. I bought a Z1 myself and I’m pretty happy with it. I’m glad their not neglecting the US market.

  • Gitarooman

    Like poker, you got the bluff, many companies say a lot of thing and do the exact opposite, keep everyone guessing.

  • lol

    and where is my update!!!! SP!!!

  • Pingback: Sony flip-flops on smartphone strategy: focus now on US and China | Pocketnow()

  • P9

    good luck, love u ever sony.

  • Danny

    So within a year or two, i expect sony will release a wide range or xperia devices available in the US. and on multiple carriers to boot. though i am on tmobile, i want sony to be successful, which means better devices, not that they haven’t, but continually improving on current innovative technology and sooner update releases. What is even better, they decided to not stick with Google’s Android and diversify with other OS like Firefox and Windows.

  • Maulana Yusuf

    It’s not easy for me to move to other brand, sony you are still the best in me

  • Pingback: Sony flip-flops on smartphone strategy: focus now on US and China - SmartPhones()

  • zairolafzal zainal

    Seem like sony already making a right paths… They are already making changes in display tech.. First class design ( even some of user complaining obout the bezel ) a good optimize firmware, and thanks sony for providing defocus background effect… For camera lover… :-)

  • wyvern

    Surely its time for an xperia z play launching with psx and psp titles

  • Chris

    Really sick of this kind of reply in every post of Xperia Blog!!!

  • Me

    Not so long ago (september ?) he said the exact opposite : not now for US and China because it will need big investment and peoples! WTF !?
    A big company like Sony change strategy in a trimester ?

  • Sumo

    Sorry for my ignorance but T-Mobile’s CEO is called Swag???

  • LookAround

    “Sony has used Background Defocus in a number of the company’s Cyber-shot camera range for a while and it now plans to bring this feature to the Xperia smartphone range. The T-Mobile bound Xperia Z1s will have exclusivity on this feature, at least initially, but we would expect to hit other handsets including the global Xperia Z1 model in due course.”

    Dude, you’re totally left out…

  • V

    Sony increases the number of phones released.. God help us.

  • cesar suarez

    Argentina tambien digo no! porque siempre nos tienen en cuenta lo ultimo con los lanzamientos

  • Nguyen Eazy

    I call that a distraction!

  • Jatin Rungta

    They Should Probably target the Indian market!

  • Colby Leong

    Huh “could”…

  • InspectorGadget80

    I dont think they will hit 40 million if it includes the u.s. if they stop doing excludes and make themselves on every carrier/pre paid then it will hit 40 million.

  • ryq24

    As long as China and Japan continue to quarrel over some island or as long as Japanese Leaders continue to visit the shrine of generals responsible for the death of thousands of Chinese in WW2, sony will never achieve their sales target in china. And I have not include the rise of hwawei lenovo, zte, and other Chinese mobile phone makers.

  • Bashar Shehab

    Oh.. I see.. We’re in 2016 and Sony is struggling.. Kazo kept his word! Lol -_-

Previous post:

Next post: