Sony’s 2014 mobile strategy laid out

by XB on 24th May 2014

in Featured Content, News


Sony logoEarlier this week Sony held its Corporate Strategy Meeting for FY2014. It was a chance for Sony management to lay out its strategic growth drivers and the direction the business is taking across its various divisions.

Sony confirmed that it did not reach its initial sales forecasts in the mobile business. However, it did increase shipments by more than 50 percent compared to the previous year and improve profitability by 50 billion yen. Sony plans to grow the mobile business by implementing and executing on the drivers listed below.

Sony’s mobile strategy – key strategic points

– Reinforce monitoring systems to analyse business outlook, including risks such as sudden changes in the market environment and negative shifts in demand, to help ensure stable operations

Interestingly, Sony CEO Kazuo Hirai considers this the most important factor for the mobile
business this year. Sony recognises that the Smartphone business is highly volatile due to slowing growth in developed markets as well as accelerating commoditization. Kaz said that “opportunities exist back-to-back with business risk“. He went on to say that Sony will “reinforce our monitoring, and establish a structure whereby the business plan can be immediately adjusted if necessary.

– Add to flagship Xperia line-up in a timely manner

Sony will continue the timely launch of new additions to the flagship XPERIA line-up that bring together the best of Sony’s technologies and assets. Sony wants to secure its standing in the premium market segment and to continue to “enhance brand awareness“. Kaz says that “this has been our most important strategy for XPERIA from the very beginning“.

– Enrich entry-level product line-up to address specific local needs

Entry-level product line-up will be strengthened in the year ahead according to different regional needs.

– Build strategic partnerships with network operators in the United States. Strengthen presence in the U.S. market

It is no surprise that the United States will be of particular focus this year, in addition to Japan and Europe.

– Extend Smartwear concepts

Sony plans to follow the SmartBand with even more uniquely “Sony” product proposals.

– Growing the range of smartphone companion products

Sony’s growing range of accessories will be a continued focus as they help to expand the user experience and contribute to extending Sony’s range of revenue streams. Kaz feels that this business can “become another pillar for creating a more stable business structure” by broadening the scope of Sony’s smartphone business.

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  • yongt

    still waiting kitkat for xperia ZR

  • Kulp

    This is an articel about Sonys future busniess strategy. Please cry about updates somewhere else. Thank you.

  • xperiamike

    I know SONY will achieve it….im doing my part for them by showing folks the my xperia V with dual core abilities that runs android 4.3…..and yes they love it, they then run to buy the xperia Z and the Z1 :( I will also buy my Z2 soon.

    AND SONY_ 32GB-64GB INTERNAL STORAGE, SUPER FAST UPDATES , VERY PRESENCE IN AFRICA. especially GHANA, SOUTH AFRICA, NIGERIA…..you have high sales. The USA will also be possible if you probably keep on hitting on the fashion-ability of owning an xperia …that will be water proof , (sexy looking and robust)

  • Marlish

    Its out for xperia ZR
    Go update it without whining like a bitch
    *facepalm*

  • SM

    Apart from prioritized the flagship models (Z series), Sony should start giving the necessary impotency to their other mid-range handsets as the market is mainly dominated by the middle-class customers.

  • id

    If they add a relatively fast, bug free and major updates for all their current
    Xperia phones (not the ones from 2011,2012) in the list for strategy. If they do then
    it will be great for them.

    Of course, it’s too much to ask.

  • goku

    maybe less buggy updates?

  • x2 user

    I wish xperia flagship plan is z series for first semester, and z ultra series for second semester. It must be good foe, especially for me

  • Kim Salinas

    does their laptop(vaio) manufacturing will be stop?

  • Jiyeon90

    yes

  • Tomaz Habulin

    Well f*ck you too my friend :) Thanks for considering my phone

  • yongt

    http://www.sonymobile.com/global-en/software/phones/xperia-zr/
    The kitkat update is not available for Xperia ZR yet, so Marlish shut up! and Kulp try to understand that all the Xperia ZR users are waiting the kitkat update, Thank you

  • Marlish

    yongt

    *As usual, timing & availability may vary by market & carrier – so please check with local retailers for the latest information

  • H-R-K

    I want Sony use White OLED for their mobile. Because the future of display is OLED.

  • arcwindz

    I like sony’s phone and i am more than happy to introduce it to people if only my zl didn’t broke down 2 times and a dead speaker for one time. You need to start thinking about your after sales service sony

  • JOHN DSOUZA

    stay on topic dumass..this blog is about phones not bitches,, ppl hea have the right to cry about updates,, coz its a fone blog,,no matter what the topic is

  • xperiaDROID

    Sony fan here, I have been using Xperia phones for almost three years now, I’m currently using the Xperia Z but I think my next phone is not the Z2, maybe it’s the G3 or the Find 7 because I want to try out phones from other brand so don’t get me wrong, I still love Sony. If I change to other brand, I will come back to Sony in the future maybe Z5?

    But anyways, Sony should not just focus on entry level devices, they should also provide updates on every level of their devices as well. They should use more on either Qualcomm Snapdragon or Nvidia Tegra processors or maybe Intel processors on their devices, use less on Mediatek MTK processors as it will slow down the updates like on the Xperia C. Also, if they manage to achieve their goal, they should buy back Vaio, because Vaio laptops are one of the best laptops on the market, no Vaio means less competition so I hope they will buy back Vaio in the future. If I want to buy a laptop, I will choose Vaio, I don’t care if Sony stopped manufacturing their Vaio laptops, I’m not gonna change laptop every year so I don’t care if it’s value dropped or whatever. Same goes to if I want to buy a TV, Bravia will be my first choice and also PS4.

    So Sony, keep it up! I hope you achieve your goal. I love your products, you’re my no.1 favorite company.

  • Naos

    Priority for 2014 should be fix Android skin to match quality, coherence and lag-free, stuttering-free experience as HTC managed to do. To do that I guess they need to reorganise their software development team because after so many years in Android business they still are not able to achieve it.

    Point two – introduce flagship with 4.7″-4.9″ screen, because 5.2 is just too big, it is fine for some but not for most people. Original Z was good in size but my Z2 is just too big, trying to operate it with one hand is horrible experience.

  • JHMBB2

    It’s actually pretty cool being in the US and never seeing another soul with an Xperia. Same time, I want them to push harder in the US.

  • xili

    Nope, Sony just SOLD their Laptop division aka Vaio to a Japanese company, n the company is willing to keep the brand name Vaio as well as apoint Sony as their main official vendor, which means any latest Vaio laptops are still being sold by Sony store, just that the management, manufacturing, designing n etc are all now managed by that company instead of Sony

  • Mahinthan So

    None in the planet got one… Sony said May that’s it.. I still have 6 more days to wait… I remember some one said this..

    “”””””
    IWe all eagerly “waiting for a phone software upgrade” checking forums instead of spending this precious time on some thing better..

    WE MUST get a LIFE..

    “””””

  • sophosaid

    I think success of sony mobile is because of blogs like xperiablog. w/o this site mobile phones would be like vaio laptop, cyber shot cameras that are just there. Communication is the best thing. Im like, who cares why cybershot camera s dont have hd screen? cause there aint no blog to tackle it.

  • rickiking

    I’m an Xperia user since X1 and I’ve been frustrated about the availability of accessories here in the middle east, but with the Z2 coming through network operators this year, I believe this is the start of something good… Next move – have another distributor, do not make the distribution of accessories exclusive to one. Ask any store here in UAE for Xperia accessories (except for SW2) and they will offer that third party mobile casing.

  • ??? ???????

    Ganbare/Gambare Sony

  • alex

    When your so-called Sony strategy will focus on improving the software for your camera … ?? Today 2014, but you still, can not really improve post-processing of images . Promise a lot , but really doing everything in half. Soon nokia release new flagship cameraphone, but photo quality from Xperia Z2 are like on old 2010 Nokia N8, even worse ..! What sense do 20 megapixels, if simple 8 mpx . camera from Nexus5 much better shooting…! You only do marketing. Where is the real progress, we see only nice promo videos.

  • Bob

    Yes, I definitely agree with a more robust skin. Although the Z2 UI does look pretty fantastic, it’s still quite bloated and some areas are clearly not well designed (like the small apps, notification and quick settings toggles, lockscreen). These could all be improved to a more stock Android-like experience, to make it cleaner, simpler and more functional.

    About the size, I think that’s exactly the reason the ZL2 with a 5″ screen and relatively small bezels was released, albeit only in Japan so far. The problem is, it doesn’t share the design of the Z2 and clearly isn’t as high quality. It’s a shame, if it had the Z2 design and was as think it would be perfect and could sell worldwide, I’m sure a lot of people would buy it as the only real downside to the Z2 is the monstrous size.

  • Bob

    *if it had Z2 design and was as thin

  • smk123

    +1 For fast updates, I had an Xperia S for 3 years, now a Z2. I remember for the S my friend with a Galaxy S2 got the ICS Android update near enough a full year before me, and when it finally landed it crippled my phone and made it lag like crazy. Also the UK gets slower updates for some reason

  • 3rdflyleaf

    Balanced specs! We need BALANCED specs for mid range phone!
    No more vga front facing camera and 8gb internal for mid range phone please!

  • mgc

    It’s almost impossible to know about sony phones without Internet. A lot of people still doesn’t know sony’s portfolio apart from very select models showing up on tv commercials. Also in a lot of countries service centers are very few and far away, they should focus on after sales support. Finally, they should bring back the japan quality. Enough with the off centre cams, gaps, flash bleeds, loose back panels…

  • Damon Adrian

    no.please no entry-level. sony is premium brand.

  • Sreekanth Namboothiri

    As a Hardcore SONY (SONY ERICSSON) fan since childhood..i have to say
    Camera is the only part were SONY needs to make changes…No other company can’t beat SONY in anything except Camera.
    The overall Exposure and Sharpness that Samsung or Nokia keeps in their camera output is much better than what SONY does.
    I
    don’t know weather its a software issue or hardware one..i never found a
    Sony Xperia #Camera beats Samsung or Nokia in recent years.
    Even Sony camera UI is one of the finest i have seen in a mobile phones, then why cant sony pull the quality to the finest? (
    So please understand the fact and work on changes that we need in Xperia Camera Output :)
    Love u Sony Always <3
    Going to buy #Xperia_Z2 even i know Samsung Galaxy S5 is better in Image & Video Capturing!!

  • Abdul Ghani

    this will fail if they dont fix the camera software for all z series phones

  • Kim Salinas

    thanks. hope that jap company is better than sony in making laptops if not it may ruin the name of sony coz almost all the consumers know is that it is still sony making the laptops.

  • Luca

    that’s too much to ask :)

  • SonyNeedsMoreAdvertisement!

    Most of people I see here in US don’t even know that Sony makes any smartphones! Is this s surprise? On the other side, Samsung completely takes over the BestBuy and put their advertisements EVERYWHERE TV, Markets, Airports they even have Samsung branded charging stations at the airports across US..

    https://www.google.com/search?q=samsung+airport+commercial&safe=active&es_sm=91&source=lnms&tbm=isch&sa=X&ei=5xiCU_a5FIqVqAaG1YKADg&ved=0CAkQ_AUoAg&biw=1280&bih=661&dpr=1#q=samsung+airport&safe=active&tbm=isch&imgdii=_

  • jack daniel

    A Lot of Xperia Z2 Reviews at here (have you ever seen them?
    http://www.xperiaplatform.com/bircok-xperia-z2-incelemeleri-sizinle/

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  • Jumbo

    Looks like Kaz is stuffing two balls in-between Sony’s crotch and trying to make it more ‘bold’. I just hope they will listen more to their customers and try to adjust their prices.

  • Sreekanth Namboothiri

    As a Hardcore SONY (SONY ERICSSON) fan since childhood..i have to say
    Camera is the only part were SONY needs to make changes…No other company can’t beat SONY in anything except Camera.
    The overall Exposure and Sharpness that Samsung or Nokia keeps in their camera output is much better than what SONY does.
    I
    don’t know weather its a software issue or hardware one..i never found a
    Sony Xperia #Camera beats Samsung or Nokia in recent years.
    Even Sony camera UI is one of the finest i have seen in a mobile phones, then why cant sony pull the quality to the finest? (
    So please understand the fact and work on changes that we need in Xperia Camera Output :)
    Love u Sony Always <3
    Going to buy #Xperia_Z2 even i know Samsung Galaxy S5 is better in Image & Video Capturing!!

  • Jaywalker

    Exactly. Can’t explain myself why Sony can’t figure it out those flaws for so long. Many update bugs also, the guys from software dept have much to learn. And too many flaws for such brand. That Kazuo guy must learn where are the issues if he wants to bring Sony back. To be a premium brand means quality. The only premium element for Sony is the price for now. The chinese brands are coming fast from behind. With half-prices.

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