Sony orders review into mid-range Xperia portfolio; lowers full-year smartphone forecasts

by XB on 31st July 2014

in Featured Content, News


Sony-logo-wallpaperSony has this morning released its results for the first quarter ended 30 June 2014. Overall, it is a good set of results with an increase in sales of 6 percent to 1.8 trillion Yen. Operating income was up strongly at 69.8 billion Yen, a year-on-year (yoy) increase of 97 percent. However, all is not well when it comes to the Sony Xperia range.

Sales in the mobile division were up by 2 percent on a constant currency basis, but this hid the fact that unit sales declined by 2 percent yoy to 9.4 million units. Operating income was down at 2.7 billion yen, this was partly related to an increase in marketing/R&D expenses to “expand sales channels and broaden the product portfolio“.

More critically, Sony’s mid-range portfolio is just not selling as well as the company expected. So much so, that Sony has lowered the full-year forecast shipments for Xperia devices from 50 million to 43 million, a 14 percent decrease. As well as lowering unit sales, Sony is also reducing marketing/R&D expenses in the full-year. Could this hint at less focus on the mobile side going forward?

Sony had expected its mid-range smartphones “to significantly grow mainly in emerging market countries” – clearly this hasn’t happened. The company has also spoke of “increasingly competitive markets in various areas.

These issues has led Sony to commence a review of its Mid-Range Plan (“MRP”) for the mobile business. The review is on-going, so we won’t find out the outcome until the next results statement. However, Sony hints that one outcome could be an exit of its mid-range portfolio. See the full statement below:

“In July Sony began a review of its Mid-Range Plan (“MRP”) for the Mobile Communications business. This process is currently on-going, and Sony will continue to evaluate the financial and other consequences of changes, if any, in the MRP or strategic alternatives within the Mobile Communications business, as well as its financial performance. It is possible that the above-described circumstances might result in an impairment charge against various assets, including goodwill, in that reporting segment.”

Clearly, Sony is being affected by phones such as the Motorola Moto G, which has been phenomenally successful. The Moto G has made it very difficult for Sony’s offerings to compete at a higher price point. It’s not only on the spec side though, the fact that the Moto G is delivering very speedy software updates compared to Sony’s phones, makes the Xperia mid-range portfolio less attractive.

Does today’s news from Sony surprise you? What do you think Sony needs to do to compete in the mid-range space more effectively? Do you think Sony should only concentrate on the premium side? We’d love to hear your thoughts below.

Sony Mobile Performance

Xperia shipments

Thanks Hoa Vô Khuy?t!

  • János Jenei

    Xperia M Kitkat ?

  • Kacho_ON

    Mid-range seems like a lost cause, People are just gonna buy a low-end Chinese phone or a high-end Apple phone. Make the best cheap phone you can and the best expensive phone you can

  • Ethan ‘blaze’ Parker

    Cut the mid range, its full of chinese devices. Sony should focus only on top tier, like Apple. Focus ONLY and ONLY on that, release devices on reveal day, all over the world, not just 1 country then moving to another, and deeper integration with carriers all over the world!

  • xperia sp user

    Give xperia sp kit kat.
    Sony doesnt give enough support to mid range so their sales are low.
    Moto g is working with kit kat.

  • Kaloyan Stoychev

    Sony’s mid range phones are both more expensive and less powerful than the competition and a pretty design can’t justify those. Not even I could recommends them to friends.

  • Ziegfrid

    I will predict that their mid-range phone will lose its customers because of the fraud in android kitkat for xperia sp. That goes the same for xperia l, and c customers.

    Sorry sony you let down many customers. Despite the fact the mid-range phones boost your sales significantly.

  • Ethan ‘blaze’ Parker

    OMG STOP CRYING, MOVE ALONG!!

  • Tech Gospel

    They’ve always spread themselves too thin… copying what Samsung does. But they don’t have the resources to support all those mid/low range devices.

  • xperia z2 user

    Sony should make their brand to be premium but not to standardized their brand

  • honglong1976

    I think it’s because Sony provide rubbish support for the mid range phones. Almost neglecting them. Users will buy either the next top end Sony phone or switch to another manufacturer.

  • János Jenei

    xperia where M is the KitKat? Updates can hardly throw him out of the sony. No device Pedda next morning my phone sony will definitely not can go to hell

  • Jerry Berglund

    Thats bad. Its better than before.but not good. I think mostly the reason is that Sony is always getting the comment from reviewers that they dont have a “gimmic”. Something that makes them shine more brightly than the others. LG G3 has its screen and laser-focus. Samsung has its Puls-meter and the reviewers says the Sony has a good allround phone that aint best in anything. But as the swedish mobile tech magazine that just what makes for instanse Z2 that great. its not best, but it just enough on any parts.

    Sony had problems with their camera software wich makes a really good camera not that good at times. Sonys gimmic with IP-certification isnt a gimmic anymore becuase Samsung has it as well and Motorola and others is nano-coeting their phones. So what Sony needs is something that the others dont have. To be honest I think they should work more on their One-Touch connecting and makes that their gimmic. maye let this lens-cameras follow in their phones. A more straight forward strategy. I mean why is Samsungs smartwatch more common that Sony Smartwatch? Well, they actually let the watches go together with their phones. So why not let their lens-cameras follow into the package.

  • xperiaDROID

    “Cut the mid range, its full of chinese devices. Sony should focus only on top tier, like Apple.”

    Sorry, but I disagree. This is Android, not Apple. You have to remember that not all people can afford a high end phone, so mid range phone is another choice so it’s a must have.

  • Ethan ‘blaze’ Parker

    Yes, this is Android. But when did Sony get the mid-range right? Never! And its not just Sony, this year Samsung suffered from the same.

    With the arrival of devices like Moto G, Moto E, Xiaomi and other chinese OEM devices the competition is stiff in mid range and margins are very low. Sony should make a huge name for themselves in top tier first.

    For Samsung, Galaxy S line up accounts to over 50% sales alone.

    Instead of outdating older flagships, Sony can just lower their price and put those in mid range instead, like the Xperia Z currently.

  • Jerry Berglund

    Like they do right now? But yes. Thats a possiblity that they maybe let their phones has a longer manufacturing time. Intead of 2 years. They produce the phones more like apple. But for instance Xperia Z that they still seem to produce is not that cheap? It has to be cheaper. But your idea isnt bad. But that also means they cant compete with Samsung or LG that releases better phones all the time.

  • Ethan ‘blaze’ Parker

    Exactly. Purchasing last year’s flagship like Xperia Z at $300 is much much better than purchasing Xperia SP or Xperia T3.

  • Sadab Khan

    Sony’s this year mid range line up is worse than last year mid range line up in terms of processing power and graphics…..of course any one with common sense is not buying a sony mid ranger…. Get this fixed…..sony is good to go

  • Dexter Moregan

    should take money to develop the image processing instead of investing to the mid-range smartphone.

  • Jerry Berglund

    Mm… I understand you. At the moment Sony has a good role on their flagship devices. that why they at least still pointing up. To be honest Sony would need to manufacture their own plattforms. They are no using Qualcome, Mediatek and Some Times Ericsson. If Sony actually made their own plattform they might be able to do support the hardware longer. Qualcomm sometimes decides to discontinue their plattform support wich happend to Xperia S for instance. Xperia Z has this problem that its plattform is old wich makes it hard to support with drivers at some point. To be honest I actually think Sony should use ericssons plattform Nova-Thor again. I mean they do have a special deal thanks to Sony Mobile Devices. Many of those patents that Sony use is owned by Ericsson. Why not get into Ericsson (Former ST-Ericsson) and together try to develop their own plattforms and not be dependable buy Mediatek or Qualcomm?

  • Jamshad Perumpilavu

    I am the guy already made 100+ Sony users from nowhere.The reason is that in the beginning of 2012 Sony had no adv in India.at that time i bought my xperia s.i Showed to my friends the display is just amazing,sound quality pretty good with my mdr xb30ex headphone.camera is also good.then i started promote Sony as much as i can.i can proudly say that now i made 100+ Sony users with in 2 years.the reason is that the company is almost in dying situation on the department of television,smartphone,camera and everything. and there is rumor it says that apple is gonna take Sony. its almost killed me since i bought my k750i i am the biggest and die hard fan of Sony(Sony Ericsson).But i have some advice to Sony.I am the biggest fan of sony but i could say that sony is not considering customers need.1.they always miss something important on every smartphone expect some flagships.
    1.look at xperia zr i bought five zr for my friends.it have atleast 1mp front cam with 720p i could say that i can bought it more than 15.due to the vga front cam its a failure to someone who use skype calling (sadly).
    2.look at xperia z ultra its flagship(i think) it lacking the flash.i bought two z ultra for my friends.but if it have flash i could sell it more than this.and there are plenty other examples something like that.
    if they want to sell mid range smartphones they really need something better marketing strategy like Samsung. give some scheme for the retailers and they definitely promote sony more than anyone.make some advertisements like samsung done before,in india no more advertisements for sony and most of them doesn’t know about sony.as a loyal Sony Fan I hope one day sony will be at top.i am still using my sony xperia s.its still rocks with existenz ultra rom.i am gonna buy xperia z2 next month.Thumps up sony fans..

  • xperiaDROID

    Here’s what I think Sony should do,
    1. Lower the prices on your phones, focusing on premium doesn’t really work nowadays, value for the money is the trend now.
    2. Improve your software, there’s still many bugs. What’s the point of promoting how good your camera on your phones when you can’t even provide a perfect bug-less software to the users?
    3. Innovate something unique, just like the Laser Autofocus on the LG G3, rotatable camera on the Oppo N1, fast charging on the Oppo Find 7.
    4. Improve your design, their current designs look good but people are getting boring about your designs so you should improve your design.
    5. Provide fast Android updates, share the love to your mid range phones and low end phones like what you did to your flagships.

  • Ethan ‘blaze’ Parker

    You’re half right. Although I would not say that they should start building their own chips.

    I’d say they should buy Qualcomm, Sony does have the funds and even if they don’t, they can get those. Almost every smartphone in the world already makes use of Sony’s camera sensors, if only they were making use on Sony’s Qualcomm too, which is already widespread, Sony would be awesome again.

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  • RealityCheck2013

    Thank GOD for the PS4 :D

  • Jo

    Stop skinning Android and release a smaller number of devices! This will result in faster updates, less system bugs, less money wasted, more focus on apps (example Camera etc) and more happy customers! Win, win! Is it that hard to understand!? Sony ain’t a software giant..!

  • Jerry Berglund

    Yes that also a good Idea. haha. But Ericsson Plattform is a good one. And Sony and ericsson did co-operated well with Sony Ericsson. Ok they had bad years… but wich manufacturer didnt have that when Apple entered the phonemarket. lol. Why I think that might be an even better idea is just because the plattform its self dont need sony brands. Sony wasnt always that keen to give Sony Ericsson right to use their brandnames like Walkman or Cybertshot. One reason while Sony Ericsson Playstation phone was never named that way. But if they co-operated with hardware it might work much better. Remember ST-Ericsson was once almost as big as Qualcomm and the plattform that was used buy other manufacturys was either Qualcomm or ST-Ericsson. Today its mostly Qualsomm and the rest.

  • Jerry Berglund

    Maybe Sony should buy a software-company? lol.

  • Shaik Farooq

    LOL moto g get updates very fast unlike sony who take 7-8 months to release a buggy version of the update …….
    all sony needs to do is release few phones and and invest in a better software team and release stock vanilla android or cm11 as their software sucks and just add their features like camera, track id etc leaving the core android experiance intact …..see one plus one phone or MOTO G for example

    and if they use cm they can just put their theme or UI or whatever…

  • Jerry Berglund

    To be honest. I have 4.4.4 fast than even Samsung or HTC managed this time. So nah…. Sony aint that slow. But yes, if the phone has a Z somewhere in their name its gets a lot faster… lol

  • Shaik Farooq

    i was taking about midrange segment

  • Jo

    In their financial state the opposite is more likely to happen LOL

  • Jerry Berglund

    I know. And yes I think they should be better on that part. :-)

  • Sanya Stashkov

    My next smartphone will be not from sony. Support very bad and very short. I want LG or NOKIA with WP.

  • shhh

    Abandon the mid-range market, but before that UPGRADE YOUR 2013 MID-RANGE DEVICES.

  • Shaik Farooq

    never gonna happen kitkat not coming, i have a friend who works in Sony’s software department who confirmed this .But he also says that there will be a minor update to 4.3 (12.1.A.1.207) from 4.3(12.1.A.1.205)Jelly Bean more info on the minor update will be in coming weeks.And after that they are going to denounce about the kitkat update.
    Its sad to see sony do this to SP Users but its true and i can warrant on that.

  • Ethan ‘blaze’ Parker

    Yes, and OnePlus One is already thinking of dumping CM and creating their own ROM. LOL

  • Ethan ‘blaze’ Parker

    How many devices have they released thus far this year? 4? 5? I don’t think that’s a big number. o.O

  • Hhj

    I hope that Sony will fare better in the future because it is a powerful brand that does not deserve to have difficulty because this brand make very beautiful things, as was the case in recent years.

  • gunboat_d

    Come to Windows Phone!

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  • Alex

    The support of the hardware parts is easier. Support Engineer just replacing broken part. It is similar for most vendors.

    I belive that at the moment most of the customers look for the customer service at the software part.
    What we know is that Sony’s software Enginering team is not so big to maintain current amount of smartphones. I beleive that decreasing and unifyng smartphone portfolio may help. It should be ony one model in each range but with similar hardware desing and Sony style.
    Somthing like Xperia Zx, Xperia Zx compact, Xperia Zx mini.

    This should allow Software Engineering team to work more productively as they have to support only 6 models during 2 year period (3 models this year and 3 from previouse).

  • sojvarghese

    Sony if you want to grow up to best mobile do the following
    1.make your midrange at least 2 Gb ram
    2.water proof
    3.13 mp camera with stunning sensor
    4.front facing camera should be 1.5 mp minimum
    5.premium design which cannot provide others
    6.phone memory should be 16 Gb
    7.bug free software
    8.time to time update atleast 2 year
    9.price should be reasonable
    10.concentrate on two or three midrange phones and 2 flag ships
    11.midrange size should be 4.6,4.8&5 inches
    12. Fast delivery after lunch
    13.display , sound,camera should be stunning
    These are my suggestion for my favourite company to become # 3 in mobile market

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  • fae

    Yeah moving along…to another brand. You see how it turns out for poor Sony. Well I can’t say they didn’t deserve what they get.

  • sophi444

    uptil I saw the draft 4 $5514 , I be certain that…my… cousin woz like actualey bringing home money parttime online. . there dads buddy has done this for only fourteen months and just cleared the dept on there appartment and purchased a great Fiat Multipla . For more information click FINANCIAL REPORT in ………. ..P????P.???

  • sophi444

    great

  • shhh

    I have the Xperia L. How about it?

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  • Alex

    I would like disagree with you. It is all around support of devices. Google recommend to support device and provide updates at least 18 months after it’s release.

    For example in case you buy today a top 2013 phone it is more likely that support will ended at the middle/end of 2014.
    However in case you get mid-range 2014 phone you can expect support/updates until middle/end of 2015.

    In general a good mid-range phone has similar hardware that have previouse year’s top phone exept some extra features.

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  • Luca

    Pretty sure the price is killing them. Here in Croatia the Xperia SP costs 582 dollars, while Xperia Z costs 437 dollars. WTF?

  • Marius-Cristian Dragan

    So basically you want a flagship with mid-range price :)

  • ryq24

    Huawei, lenovo xiaomi and other Chinese phone makers are eating up sony and samsung sales. Price for sony’s mid range phone is equivalent to a high end chinese phone makers. Price is the factor.

  • rvjaywaks

    Then who will buy the flagship?

  • Rikimaru

    Well
    Xperia m2
    Xperia C3
    T2 or T3 Ultra
    except sometime the internal memory is not big enough and the price maybe a bit too much, Sony do good mid range. But if they want sell more they principally need to review the price I think so…

  • Vinayak Mehra

    Exactly.Every mid range phone is powered by a snapdragon 400 and adreno 305 which is sad

  • Vinayak Mehra

    Xperia ZR with 16gb internal and better camera

  • Tech Gospel

    Apple has proven that price isn’t that big of a factor as long as longevity is present. No one would mind buying a $500-600 (off contract) phone if the company supported it well for the next 2-3 years (Apple does this). Rather than a $200-300 phone that’s obsolete and forgotten in 6 months. Samsung has the resources to churn out 100 different models every 3 months… that’s their strength. Sony’s has always been premium, much like Apple. They can’t compete on a price level because that’s not what Sony is about, nor is it how their company is structured.

  • Anukul

    @Sony , your mid range was a bomb last year when we had the likes of Xperia SP , xperia L and xperia M to choose from. This year all new midrange phones from sony are not that appealing. There is Xperia T2 ultra, Xperia m2 and Xperia c3. First of : all of these devices have snapdragon 400 which is a bummer considering these phones cost around INR 20000 ! , reviews about camera quality of m2 and T2 ultra are not that positive (seems to me that sony didn’t used the best sensor/lenses they had). t2 ultra is too big for most people. m2 competes with the likes of moto g (better screen), xiaomi mi3(bomb) and sony’s own xperia SP which costs around INR 16000. Xperia C3 is a selfie focused phone which is great but it do not target the masses. Sony need to rethink over their mid range offerings. Sony’s Product planners for xperia mid range, this time around did a plain BAD JOB !!

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  • PRASHANTH A

    Beat it! sophi

  • DrazenDodig

    I think you are confusing mid-range plan which means time table (next 1-2 years) with Moto G and other mid-range devices :-).

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  • Rene Pedroso

    1 – Don’t concern themselves with what competitors are doing
    2 – Stop making so many phones
    3 – Focus on ”Z” series, one mid range and one low end and stick with that
    4 – Create software and updates for these three models only
    5 – Support these models and update them for life
    6 – Create an ecosystem that ties in these models with their SEN, ”One Sony”
    7 – Release the product worldwide when it is announced (Unlocked and Carrier specific)

  • Ethan ‘blaze’ Parker

    Errm, you do realize Google releases only one phone a year, which is THEIR flagship? What else did I say? :p

    Also Sony also has 18 months update policy for its flagships. ;)

  • puestadelsol

    You can’t have a successful mid-range portfolio, if the most little screen begins at 4.8 inches with Xperia M2, except the E1, which is a dumb unit, and relatively expensive.

  • Alex Gede

    Mid range or top end, it’s time for sony to come up with something new and exciting. There is nothing new or existing just now that will attract people apart us that are sony fans and will only consider sony when we’re changing phone.

  • Haroon Rashid

    I’m not surprised the mid-rangers aren’t selling well. If Sony don’t offer full support and timely updates, what do they expect?

  • lol

    this year, Sony mid-ranger all sucks. too many phone but pricey than its competitor. Sony will lose more than last year because many people bought SP,L,M,C and they all aren’t satisfied with buggy update

  • BCHILD

    Sony “copying what Samsung does”?!!! That is hilarious!!! Wait a minute, I get it! It’s opposite day!

  • steffen gjærdingen

    No wonder why the mid range don’t sell well, they never update their mid range to the latest software etc, so customers are scare to buy midrange and go for toppmodells instead!
    Nobrainer

  • farooq

    Rip one plus one now

  • goldenblls

    I’m not sure the vast majority of smartphone buyers are ultra aware of the software update schedule from phone to phone. Enough for it to massively affect buyer decisions anyway.

    Sony is good at it’s high end Xperias and there is less competition up there. The Xperia Compact STILL has no competition.

    Maybe an idea is to broaden the Z range to include variants not just separated by screen size.

    If they were to bring us a limited edition “Z3 Cyber-shot”, with the new curved sensor and powerful Xenon flash, I’m sure that would grab a lot of buyers attention and column inches.

    Considering Sony’s imaging prowess, this doesn’t seem to be transferring onto their Xperia range as well as it should, it doesn’t ‘blow away’ the competition as well as one might imagine. Why not? I would have thought this was solid Sony territory.

    The K750i, K800i, C905 all sold really well because of their fantastic imaging capabilities for their time. Why has the imaging ‘halo’ disappeared?

    The Vita hasn’t done as well as expected. Maybe it’s time for another stab at a Vita PS phone. Now that the mobile division is fully under Sony control wouldn’t this project now be easier to execute? I think they should have another go before their mobile division gets completely overwhelmed by the new kids on the block. They should play on their strengths.

  • goldenblls

    Why is it a must have if Sony is not making any money in the mid-range?

    Yes it’s a must have for the fewer people who are buying the phones but as a business concern I’d get rid. Too much competition, too much expense for little return.

  • Hahah

    Moto g is a midranger and it the only one better midranger other than low end moto e

    And you know why it’s beating other midrange products because of quick software updates
    It got kitkat 4.4.2 in December 2013 and none of your midrangers have got an update until recently that t2 ultra of yours got 4.4.2 while moto g got 4.4.4 already recently with a confirmation for android L and plus you left your 2013 midrangers for dead and your releasing updates after 7-8 months that too some of those updates are buggy and shit……

    It time you release few models of your devices if you can’t keep up updating them.

  • In The End

    He means Sony’s strategy

  • duke

    Yes i agree with Anukul. I could see lot of people having or still planning to purchase Xperia SP, C, ZR and Xperia M was a bang. Also last year sony gave device with proper spec and price in each segment to choose based on the affortability, hence it was a great success in india. What the hell happened this year to sony, just forcasted the sales in the midrange segment but where is the device with bang spec and price. Just two device to choose from(E1, M2, T2 ultra), E1 and M2 i would say is a crap device for its price. With the lot of competition from Motorola, now Xiaomi, huawei, the M2, T3, T2 ultra are rediculously over priced(Even as a sony fan i will not choose these phones). People in india will mostly go for a phone under 20k if they cant affort highend. Where is the phone under 20k with the righ specs. I myelf is planning to buy phone under 20k, but still i am waiting for a proper device. Sony still exepecting to sell xperia M, L, C, SP etc the old race horses. Give device based on the customer need, dont give device and expect people to buy.

  • Professor X

    PlayStation did great for Sony, they should expand the platform to other space, I mean Sony needs PlayStation Phone and PlayStation Pad, like Apple make iPhone, apple develop iPhone from iPod

  • honglong1976

    … or just provide updates, rather than neglecting and people may be more inclined to upgrade to the next mid range Sony phone :)

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  • Kaarthikeyan Swaminathan

    In short you just want Sony to call their High end Z series as midrange price with a change fractionally small Screen size. If you are talking about water proofing and good audio its never going to happen. This is a trade off, Even at its best Z2 is still just good not stunning.

  • gunboat_d

    Come to Windows Phone, Sony!

  • Chris Breault

    Maybe if SONY would start making updates for their mobile products that actually work and not change their mind about guaranteed updates; people would be more apt to buy their products. After the issues I had on my Xperia X10, U, and then the false advertising about the SP getting kitkat along with its software issues. I certainly wont be buying another SONY phone for quite a while. SONY needs to prove themselves in the mobile phone community before they get my business back. However their other products are great

  • jonyah

    How about actually giving the US a proper shake? There’s a huge market here and nothing available that wasn’t released at least a year ago.

  • Battal Aljadei

    What did Sony produce for the mid-rangers this year ?
    here’s the list: ( All of them have the same design, which’s not same as 2013 mid-rangers )

    1: Xperia T2 – 6.0 inches
    2: Xperia T3 – 5.3 inches
    3: Xperia C3 – 5.5 inches
    4: Xperia M2 – 4.8 inches

    compare it to 2013: ( all of them have different designs )

    1: Xperia SP – 4.6 inches
    2: Xperia L – 4.3 inches
    3: Xperia M – 4 inches

    who ever suggested to Sony that to mix it’s mid-rangers phones with mid-rangers phablets and cancel refreshing of Xperia SP & L he’s stupid and Sony’s stupider more than him to believe in that stupidity !

  • Sadab Khan

    Last year they used dual core krait and adreno 320…. We are moving backwards in time

  • Alvin

    Really? Wow, those 145$ difference is huge…

  • Alvin

    Yeah, how about Xperia L? If you could please ask him…
    thanks..

  • Santhusa, Ravihara Wijethunga

    Exactly!

  • spade

    Well, i do agree that the WP is a good mobile OS and more stable than the current Android OS IMHO, but the point is does it has lots of apps to attract consumers? I don’t think so, even the previous smartphone king didn’t help WP to grow, in fact the current WP smartphone’s market shares are still less than 5%, how do you think WP will help Sony?

  • Cris de Oliveira

    When someone ask me my opinion what phone they should buy I say: Moto G. Why? Because it has updates and it is with the recent android, kitkat. And I’m almost a fan of Sony. If Sony thinks that acting this way will get new users, it’s thinking wrong. u_u I’m waiting for kitkat for my Xperia L till now. ¬¬

  • Cris de Oliveira

    When someone ask me my opinion what phone they should buy I say: Moto G. Why? Because it has updates and it is with the recent android, kitkat. And I’m almost a fan of Sony. If Sony thinks that acting this way will get new users, it’s thinking wrong. u_u I’m waiting for kitkat for my Xperia L till now. ¬¬

    Learn with Motorola, Sony!

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  • es

    Me too, LG will definitely be my next phone, and I have been a very loyal customers for 6 fuckin’ years, 5 phones. K700, P990i, X10, Arc and Z. This last one really sucked ass, with back coming unglued after 4 month.

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  • Anukul

    It would take Apple $140 billion to buy Sony. SO don’t don’t worry it will not happen anytime soon. dude I became a Sony fan after my elder brother got a K790i , an amazing phone it was. Dude, wait for z3…

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  • Nikhil

    Prices of sony handset should have been come down.. xperia L which was priced 16-17k year back when launched , still cost 14k in india.. even after arrival of moto G and Xiaomi ,
    how do u expect sell more in emerging markets then??
    its time to come down on price of last years model.. atleast in india…
    else u wont survive sony.. as u dont have big name in india for mobiles…

  • Ethan ‘blaze’ Parker

    Then just do it, nobody is stopping you. Go to Samsung or something. You just can’t expect any brand to put great support by spending millions of dollars on devices with such a low margin.

  • Carlos Jin

    I think they should make mid-range phones with no UI customization (to help get faster updates), use some base profile for mid-range phones with google, always dual-sim support, better signal reception and NO phones under 8gb under this range (would be better at least 16gb, as moto g did).

    AND, if mid-range phones have 16gb internal, top-tiers must have at least 32gb!

  • Alex

    Just remind that I have buy a cheap dual sim smartphone for my wife last month.
    I guess it is good example.
    Finally I have choose LG L70 Dual (D325) (Screen IPS 4.5 800×480 Gorilla Glass 2, 1Gb RAM, Qualcomm MSM8210, 4Gb ROM, 2 cameras 2100mAh) for 200 USD.

    What is the Sony’s proposal?
    Xperia E1 Dual is a bit cheaper (~175 USD) same CPU and ROM but TFT screen, 512Mb RAM, only one 3MPx camera, 1750 mAh and Android 4.3.
    Are you kidding?

  • Doney Wilson

    Sony need to improve their market planing. they should introduce devices with competitive price and need to improve in camera department and softwares.They lack innovative softwares like multiwindow, wifi file sharing etc
    More over they really need to concentrate on pricing
    Whose gonna Buy T3 for 27000 INR when their own T2 Ultara is available at around 23000INR

    and camera department is really bad i’m using xperia sp the cam is very bad even my cousin’s lemovo with 8mp cam is giving better pic

    sony’s Build quality is superb

  • Looser99

    Well their mid range sells are bound to decline if they keep spamming the market like samsung’s mid range devices. Since Sony Ericsson era, mid range devices was their strength and now it has become their weakness ? Clearly Sony has lost their mojo and not focusing on what the consumers want. They want to compete with the likes of Moto G ? Fine, go ahead, who is stopping Sony from doing so ? Get your spec and pricing right, and you have yourself a best seller… For an example, look at the Xperia M2 ! anybody who has slightest knowledge about smartphones specs would not want a 4.8″ display with a laughable 540×960 (229 ppi pixel density) resolution(Okey they actually want it if it’s from Samsung cause they have become an icon of android phones but not from Sony). And the display panel is not even an IPS one. Reduce the display size to 4.3″ and keep the same resolution(540×960) or keep the display size to 4.8″ and increase the resolution to 720p and you got yourself a winner. Same problem remains with the Xperia E1. It could have been a great low range smartphone if not for the very very poor display panel and build quality. Lg is using IPS display panel even in smartphones like L35 which only costs about $100. So why can’t Sony do the same ? It’s their fault entirely that they are in this situation. And if they discontinue their mid-range devices, they will lose a good lot of consumers who can’t afford to buy flagship devices, ever… It’s Sony fans like me who will be in turmoil because neither we would be able to afford a flagship device from Sony, nor we would want to downgrade to low range device from Sony. So the only choice remaining will be to change brand loyalty and move on…

  • Jobs

    I agree, Sony releases a bunch of mid-range Xperia, that’s make people confused, what a stupid strategy!

  • BruceLeeRoyJenkins

    I agree, but Sony isn’t in any position to compete with any other OEM when it comes to a lower price for slightly better specs. Choosing not to branch into the U.S. market is hurting them as well. Sony has some great mid-range devices, I have the SP, and if they offered there Xperia line on the major carriers they can definitely start making a profit.
    Integrating their PlayStation and Xperia devices a little bit more could definitely help, especially with PlayStation Now going Beta.

  • Ethan ‘blaze’ Parker

    Well, did mention that. If you were getting Xperia Z for $300 would you pick that or the LG G3 mini with S400?

    The margins on low end devices are very low, the flagship production gets cheaper with time, like it isn’t already cheap enough. They can easily retail Xperia Z at $300 and Xperia S at $150 or even less instead of taking them out of the flow.

    Did you know that currently the Xperia Z2 which sells at $800 costs only $250-$295 to manufacture? In a year, cost should only get cheaper. Imagine Z2 selling at $350 in July 2015, it’d be a steal compared to any other brand’s mid range device!!

    + Sony gets to keep a name as a “premium brand” like Apple does, unlocked Apple iPhone 4 costs barely $350.

  • fae

    I definitely will but my phone is not even 1yo, when that time comes I will not be the “insignificant bunch” whose money supports “significant few”s devices especially when there are offerings like moto g. Samsung is worse no. And what low margin? If the retail price is low then manufacture costs are low, too. Just see how much it costs Samsung to manufacture a flagship. And Sony’s prices are always steep I got my SP for more than $600 here. To add to that Htc Desire 601, LG L7II, Galaxy S4 mini and some others got or will get KK, moto g even is approved for L. They don’t wanna give KK or support of any kind? Fine! But they cannot expect better sales of midrange when they treat the old ones like s**t. What goes around comes around.

  • xzzz

    1) That was impact for releasing so many lower specs but higher price phones than last year.
    2) Screen is too big for that specs

    3) More DESIGN please. I’m sure SONY had creative people in there. (2011 Xperia’s had so many designs but they’re all looks beautiful. Ray, arc, mini, pro,)
    4) there are too much last year flagship that soon will be in mid-range price point. Release only 2 new phones in every segment per-year. (2 in high, 2 in mid, 2 in low)
    5) better camera please, especially front camera
    6) better software support. cutting down software update to urge people move to another phone is a big NO. people won’t buy mid-range if they have money to buy flagship or phone every 4 months.

    I’m sure SONY won’t give any updates anymore to last year mid-range after this.

  • Ethan ‘blaze’ Parker

    If Moto G is so cheap and awesome why don’t you buy it?

    PS SP for more than $600. o.O I bought my Z2 for just a $200 extra on that.

  • xzzz

    $600? You gotta be kidding man, SP only in $300-400.
    “If Moto G is so cheap and awesome why don’t you buy it?” because buying phone is not like buying clothes. People kept their phone at least one year and change it because it broke.

  • Steve Blow JobZzZz

    Ditch midrange. 1 Flagship a year. Superfast lagdroid updates. Second WP flagship.

    Otherwise, Sony is fucked. Well, since they are dumb, they are fucked regardless, but still

  • Dmitry Perets

    I think Sony needs to stop releasing useless phones with qHD resolution and call it mid-range. If M2 would have HD resolution and 13mp camera, it would be a great mid-range. Otherwise… I prefer my Xperia V from 2012.

  • Ethan ‘blaze’ Parker

    Well he certainly likes it, and praises it. Then why not go ahead, sell the $600 SP (he should still be able to get at least $400 if it was $600 in his country) and buy Moto G with that money, Win! Win!

  • Ziegfrid

    Im not crying. And i dont ask your opinion. Just f*** off or go s*** in your hand.

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  • Stanley08

    Xperia Z and Z1, I see what you guys did to that chart ;)

    I see what you did there! :D

  • Ray

    Sony should never have put in so much effort into mid range phones. To many of us here, Sony is usually equated to being premium and exquisite. Focus more on flagship models and have only one or two staple mid range models like the Xperia SP which is pretty decent as well. Perhaps Sony should also consider lowering prices of former flagships, say Xperia Z, positioning them in the mid range price bracket to compete with all the Samsung junks and China phones. With all these, only Sony can see some growth in the mobile business. Focusing on the mid range will never earn you profits with all the Samsung crap and Xiaomi around.

  • Gary Ohanian

    Um, at my house we have both the Moto G and Xperia Z1. My Z1 was updated to 4.4.4 before the G and both updated as soon as it was available.

    Having said that, the Moto G is an impressive kit. Definitely worth getting if you just want a cheap smart phone with good specs and awesome battery life. Worthy replacement for those trying to wean themselves off feature phones.

    I won’t be giving up my Z1 though. It is a beast and for me a much better experience.

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  • BruceLeeRoyJenkins

    Agreed, Sony has some pretty lame mid and low range devices, if they could just combine some of those ideas they could have a pretty descent mid range phone, and cut down on how much devices they produce at the same time. The E1 was supposed to be a combination of their Walkman and a low end device that sucks, but combine that those powerful speakers and have them face them forward with the Xperia SP illumination bar. Or combine the T2 Ultra’s great screen, and excellent battery life with the thinness of the Z Ultra, IP certification and all of those fun features it came with and they have their Phablet line.

  • Ethan ‘blaze’ Parker

    RofL, You certainly are crying. Everywhere, all our the blog, like a little whiny kid. XD

  • TechGuyChris

    I think its something all their fans have been saying since day 1. Quit pumping out EVERYTHING from the factory and focus on maybe 3 phones lol.

  • arcu de triumf

    Yes, if they don’t change anything soon the chinese will take over their mobile division. Those guys in the product dept don’t find the way to better sales figures. And they don’t listen to the market even though there are forums bloggs Facebook and all that stuff where people are saying what they would like. Nobody reads. Many features are useless but presented as great ones. Bravia engine…is it a tv? Why do we need that? The difference on/off is in figures on the paper. Image stabilizer awful. xLoud feature useless, if is it off can’t hear anything. Super sensor camera mumbo jumbo…noisy pictures. If they want to hear more, they have to pay me :D So…make a change or give it up. Look here also:
    http://www.cnbc.com/id/101885962

  • xperiafan324

    EFF the Moto G, it’s Chinese manufacturers who have taken the biggest piece of the pie, and they’re still expanding. Exiting the mid-range would be a good idea for Sony, competition’s cut-throat, much better to focus on a smaller portfolio so they could offer value for money in the entry-level and the expected elegant, premium experience with the flagships.
    Devices like the T2 Ultra and T3 are nice, but they are overpriced for the average buyer. And with Chinese manufacturers making prettier devices (mainly by cloning Xiaomi, OPPO, Sony and Apple), Sony’s looks without the premium materials lose more luster than one would expect.
    I do expect the Xperia C3 to do well if it’s priced right, mainly because it is truly innovative, and if Sony can’t innovate in a price bracket, then it can’t expect people to pay more for its devices either.

  • Paul M

    To make a profit you need economies of scale in manufacturing, so Sony should aim to have one device in each price/performance bracket, so maybe four phones at most?

    Motorola only really have three? Apple only really have three active devices (iPod, iPhone, iPad, and lots of components are common)

    To control development costs, Sony need to ensure their phones have as much in common as possible to reduce software development efforts rather than have many variants; this then makes updates quicker to rollout.

    I think that Samsung can make so many different devices because they make components for other companies like displays. They don’t have to pay the costs of designing these and tooling up production, they can pass those cysts on to the customer? Plus, Samsung have a poor reputation for updating devices beyond two years old if that.

  • Paul M

    Here in the UK I bought a used SP for less than half the price of an equivalent Z. This shows that high end devices hold their value better, and so perhaps Sony should consider how devaluation affects people’s desire to buy their products.
    I often hear how people with iPhones boast of good resale prices which helps them upgrade.

  • fae

    Ethan, why do you only focus on one example I gave? And to be honest if it was available at the time of purchase I’d probably get the G. When it’s time to change I’ll check out its succesor. Frankly I wouldn’t mind paying extra for a sony phone. But if that means I’ll get worse support and treatment for more money why should I bother? If I’m not mistaken Sony became the 4th biggest brand in India thanks to Xperia M, not even SP. User experience and satisfaction matter. A product’s quality should be persistent throughout its life. I’ve experienced the brilliance of sony inside and out and I’m out.

    PS. We have huge taxes and s**t.

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  • Looser99

    You are missing my point. Mid range xperia’s also become cheap after a year. And that is when i like to buy my xperia devices when there is no chance of another price drop. Discounted flagship or not, $350 is out of league for students like myself. But $250 mergin, that i can afford. Like i said before, abandon the mid range xperia portfolio and i am done with Sony because then i wont be able to afford their devices even if i wanted to. That was my point. It only makes sense to pursue Sony to become a premium brand if only you can afford it… Otherwise, it’s time to start looking for other brands !

  • Looser99

    I completely agree with you bro. I have used this comment elsewhere but i am pasting it here as well -> Well their mid range sells are bound to decline if they keep spamming the market like samsung’s mid range devices. Since Sony Ericsson era, mid range devices was their strength and now it has become their weakness ? Clearly Sony has lost their mojo and not focusing on what the consumers want. They want to compete with the likes of Moto G ? Fine, go ahead, who is stopping Sony from doing so ? Get your spec and pricing right, and you have yourself a best seller… For an example, look at the Xperia M2 ! anybody who has slightest knowledge about smartphones specs would not want a 4.8″ display with a laughable 540×960 (229 ppi pixel density) resolution(Okey they actually want it if it’s from Samsung cause they have become an icon of android phones but not from Sony). And the display panel is not even an IPS one. Reduce the display size to 4.3″ and keep the same resolution(540×960) or keep the display size to 4.8″ and increase the resolution to 720p and you got yourself a winner. Same problem remains with the Xperia E1. It could have been a great low range smartphone if not for the very very poor display panel and build quality. Lg is using IPS display panel even in smartphones like L35 which only costs about $100. So why can’t Sony do the same ? It’s their fault entirely that they are in this situation. And if they discontinue their mid-range devices, they will lose a good lot of consumers who can’t afford to buy flagship devices, ever… It’s Sony fans like me who will be in turmoil because neither we would be able to afford a flagship device from Sony, nor we would want to downgrade to low range device from Sony. So the only choice remaining will be to change brand loyalty and move on…

  • Yet, Apple is doing it better than any other competitor! Money rules the world – it has always been this way and it always be!

  • Sony should focus on Premium devices only! Apple and the Samsung S4/S5 range are the best examples of that. Money rules the world – it has always been this way and it always be!

  • Steve12321

    When did Sony get the mid-range right? Last year. Before the Moto G’s release, the Xperia M was the best mid-range phone available. The Moto G was a lower high-end phone at low-end prices, so it killed all of the competition, including those that were released this year. It reshaped the market, and this reshaped market is what Sony needs to adapt to.

  • Battal Aljadei

    The marketing department in Sony should be recycled with it’s used plastics .

  • Danny

    low- , mid- and high-end Xperia phones all need to drop in price. Sony basically cannot justified the retail price for their phones while their rivals all sell comparable devices for less with arguable same specs. Even though I love Sony and been on a buying spree with Xperia phones this year. I’d own many Xperias, from the X10, Neo, Neo V (6), Arc S (2), Xperia T (4), Xperia TX, Xperia L (3), Xperia M, Xperia SP(2), Xperia Z C6606, Xperia Z1s C6916.
    I notice that all Sony Xperia phones, compared to the same range, specs and time of released, are 50 to 100 dollars more on retail.

    the Premium Xperia lines needs to start offering standard 32GB internal storage, starting with the Z3, no more 16GB standard.

    one thing I like about my Z1s compared to Z1 is that it have 32GB (26GB total) instead of 16GB. Japan Z1 have 32GB as well.
    Xperia UI is also the best, imo, of all the Android’s UI.

    Xperia have many bugs yet it’s bug-fixing updates and android updates are really slow. Kaz needs to get his hands on this pronto.

  • Danny

    nowadays, the money is more in the mid-range and lower-end smartphones. not many people will upgrade to Premium smartphones due to financial reasons, but mid-range have the same capabilities at the lower cost, albeit with lower specs, but most people in the world does not care for specs, only that it’s work, it’s fun and it’s inexpensive.

    Sony should make better phones period! faster updates! sell on carriers in USA and drop price overall.

  • Gutt Grinder

    Whoa! I guess its inevitable…

    What’s next? SONY will provide a list of devices that won’t get KitKat OS??.. That would be hilarious.. Anyway I still have VERY HIGH hopes for SONY they just have to provide quality mid rangers or just do more marketing I guess??. After all not all people can buy flagship devices..

    (By the way the mid rangers that SONY released this year sucks.. Sorry I just can’t help to say it since they really don’t give any appeal for budget tight consumers. Most of them just will just purchase the Moto G, Moto X or the cheaper chinese OEM’s.)

  • karamelakimo

    I think sony should focus and decrease number of mobile phones realeased
    Only 2 smartphones a year as Z and Z1 and if sony can relesse only 1 flagship with high spec would be greater
    1 mid-range as Sp last year was amazing
    2 low as L and C last year
    Sony this year released c3 and t2 and t3 which is meaningless and waste of money and time
    I think sony had broven it self last year and it’s time to focus on updates and software

  • Alin

    Sony can be competitive in this range only offering a good support for devices like E1, L, C, M, S2, M2, V for at least 18 months (system upgrades and bug fixes updates).
    I own an Xperia L and I eagerly wait for 4.3. The 4.2 update is buggy and worse than 4.1. My friends have an V (4.3 is buggy too) and a SP (4.3 is slower than previous versions). I owned for a while E1 just for testing a 512 MB RAM device and found unacceptable to release it plagued with restart problems (due low RAM memory).

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  • Aaron

    Sony have always been a premium first company, you pay that extra price tag for the quality and brand. I think Sony can do well if it focused on the high end market and implement the hardware and software well together. Sony have always had great hardware but it’s software wasn’t always up to scratch.

    I do think Sony can be a brand that people aspire to buy so pay that little extra but these days people are more money conscious and want value. Brand loyalty also can play a big role in securing future customers. Plus as can be seen with Sony’s Kaz Hirai trying to fully utilise the Sony ecosystem on all platforms can help bring the extra money in for them and customers that have bought in to the ecosystem.

    Having said that, I can see a mid range Sony device doing well if it was sold at a competitive price point with the amazing Sony build quality.

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  • Ethan ‘blaze’ Parker

    Xperia M was never a mid-range phone, let alone the best.

    Sony can’t adapt to Moto’s strategies because they spend very less in segments Sony spends more.

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