Sony ships 11.9 million smartphones in Q3; forecasts lowered again

by XB on 4th February 2015

in News


Sony-LogoSony announced its third quarter results for the three months to 31 December 2014 earlier today. Sales increased by 6% year-on-year to 2,558 billion yen ($21,139 million), which was driven in part by higher mobile sales reflecting an increase in smartphone units. Sony sold 11.9 million Xperia units during the quarter, an 11% increase over the prior year – incidentally this is the highest number of phones that Sony has sold in a quarter.

However, it wasn’t all good news. Sony cut its forecast for full year shipments once again, from 41.0 million to 39.2 million. Remember, Sony’s original forecast was 50m that was then cut to 43m and again to 41m. This implies that Sony will ship 8.0 million units during the last quarter, a 9% reduction year-on-year.

Sony flagged that the lower unit sales was primarily due to an “expected decrease in unit sales of smartphones mainly in the Asia Pacific region”. A bright spot is that Sony expects “average selling prices will be maintained longer than anticipated”. This is no doubt due to a higher mix of sales of the premium Xperia Z series.

Sony also announced that it would be reducing the headcount in its mobile division by 2,100. A cut of 1,000 people was already announced last September, so this is an additional 1,100 cuts as was previously rumoured.

Sony Q3 FY15_1

Sony Q3 FY15_2

Sony Q3 FY15_5

Sony Q3 FY15_6

Thanks to all that sent this in!

  • zip

    And yet Sony made with the Z3 Compact the best phone to date according to several review sites, beating iPhone 6 by far. People don’t see excellence if you slap them in the face with it.

  • name

    cool now lollipop

  • Niels d. G.

    Go buy a lollipop in the candy store, you spoiled, impatient brat.

  • Gitarooman

    get rid of the useless staffs, keep engineering, design and marketing which I don’t think should be more than 2000 people

  • Makiz

    LOL!!!!!!! :D

  • Fynjy7771

    Good, sells are growing, not to much, but smartphone market is overflown, and against this background it is very good sign for Sony.
    It was weird to me to hear, that Sony is thinking of selling it’s mobile division. Sony is an electronic corporation, first of all, always making smart and advanced devices, that’s why mobile division is their face today. Smartphone today is the most advanced electronic device-helper for people, not TV set, not camera and not game console. Sony has to take part in the race, go up and take the leadership, it is Sony’s element.

  • naru

    @XperiaBlog can you confirm that the Xperia Z4 display from the previous post is legitimate? Is it from a reliable source, which leaks have been accurate? I really don’t think they are legit, to me they are possibly older Z3 prototypes roaming around. Sony Mobile is in its major restructuring atm but I think they should seriously consider trimming those top and bottom bezels. I’d like something like the Z3c but with a larger 5’2 – 5’4” screen in a full hd res. New IMX230 sensor or curved sensor(highly doubtful) with dual LED flash. Different materials, pvd metal frame( like leaked Bond xperia z phone “forth generation xperia z” ) Snapdragon 810, 4gb ram, 32gb rom standard, 5mp front cam wide angle lense, also larger capacity battery 3400 mah, 3 day battery with lollipop software optimization. I wish SONY could bring new display tech like there OLED 5’2” display developed with JDI back in 2013, it was said to be ready for mass production in 2-3 years.

    Cheers Xperia blog, great work. keep it up.
    From New Zealand

  • asd

    no,nothing larger than 5.2 screen.there is no point!

  • naru

    Well, yes just depends on what consumers want, and if they figure out a way to trim bezels.

  • David Lettinga

    This is good news overall and combined with the fact they are moving to a yearly cycle sales should continue to rise. 11% year over year is a huge jump considering how competitive the mobile market is.

  • Okazuma

    11.9 million smart without tv commercials!!! It’s a really good news

  • Vuyo Ncube

    Streamline. Streamline. Streamline in 2015. And punch Kunimasa Suzuki in the face for good luck.

  • Jerry Berglund

    It still goes in the right direction, but I guess Sony thinks is to slow. LG and Huawei is growing much faster. But maybe Sony really have to think about something that only they have. This playstation-connection isnt enough, because in a way games is possible to get another way. Maybe start to make rougher phones that can take more beating as well than just water and dust without make the phones bigger and clumbsier.

  • roeshak

    Not really if the numbers are bolstered buy sales of very cheap flagships like the Z1, z1c and z2s as opposed to the newer z3 series.
    They estimate a profit of 80million dollars which works out at under $7 pper unit which suggests low profit margins from selling phones at very low prices. There can’t be much profit in selling the z2 at just above £300. This is a problem that needs to be addressed and ending the 6 month madness is the place to start.

  • The Flash

    I think they’re starting to get it. Sony shipped more phones in Q4 2014 than any quarter since 2010!

  • John-Mark Christmas

    Is Marketing that hard, Sony? That is your MAIN problem. Folks always talking about Apple and Samsung. When I tell them I prefer Sony, their response is “Sony?”

  • Cris de Oliveira

    Please existing customers and grow much more.

  • semc

    well it’s their fault they ruined their own reputation by screwing almost every customer.

  • Battal Aljadei

    Q414 = 11.9 ?

    Xperia Z3’s “146 x 72 x 7.3 mm”
    Weed Math: 1+4+6 = 11 AND 7+2 = 9 Total: 119

    Xperia Z3 Compact’s “127.3 x 64.9 mm”
    Weed Math: 1+2+7 = 10 AND 6+4+9 = 19 Total: 119

    lol

  • Aldi Wan Kenobi

    Glad to hear the numbers are increasing…although, not enough to meet their lowered forecast. I have been an Sony user waaay back in the Sony Ericsson days…and now a very happy owner of Z3Compact. I don’t understand why Sony does not sell their smartphones through ALL the mobile carriers like other Android devices do. Most people would want their units subsidized and not pay full amount on purchase. Also I think they really have to improve their marketing campaign…ask anyone on the street about a smartphone brand…and no one will mention Xperia! The Xperia YouTube videos are amazing…if they can just move those videos from computer screen to the TV screen…or print ad…or billboards…anything!!! Most people I know does not even know Sony makes a smartphone!!

    Good luck to Sony! Best wishes to the Xperia Z4 release!!!

  • Md Olyullah Akand

    Xperia devices could not beat competitors because Sony failed to add features like others. Sony did just upgrade of its predecessors. Nothing new. Who owns any Z device, it actually means that he has all Z devices. That’s the main problem for Sony. I still use Z1 and feel no necessary for upgrading to latest Z device. All are same just little correction. If Z4 doesn’t have any up to date feature e.g. Fingerprint sensor, I must switch to other brand which is very painful for me as a hard fanboy. :-(

  • Ethan ‘blaze’ Parker

    This is more than HTC and Motorola.

  • Sony fan

    Yeah there is no much difference when you have z1 but one big problem is there Sony won’t release lollipop

  • hansip

    In Jakarta Indonesia there is a giant electronic billboard of Sony Xperia. That seems to be helping people here to recognize the brand. Unfortunately due to strong dollars and cheap but powerful xiaomi, it’s hard to convince people to go sony. seems like sony and the big players should take Apple’s approach from now on.

  • Nawi

    “Sony sells 12 million Xperias in Q4, smartphone division swings to profit

    Sony’s smartphone business logged an operating profit of $80 million last
    quarter, as it sold 12 million handsets by simplifying and refreshing
    its product lineup. Compared to 8.8 million sold in the same quarter a
    year before, or 9.9 million during the summer quarter, Sony demonstrates
    good solid growth in the mobile department”

    Nice!

    The problem of Sony is low and medium models (M, E, T).
    Sony needs to focus on family Z only. That is the way =)

  • Rodney

    You are talking about gimmicks, not features. I don’t know anyone apart from hard fanboys as you described yourself who is excited by a fingerprint scanner. Most of my friends dont even use them on their iPhones, and beg threir gods that S6 doesn’t have one…

    But go on, switch to Samsung because they have a useless fingerprint scanner that barely works lol…

  • Xperia are top smartphones… water and dust proof! so, you buy one and if you take care, it will last forever! if you sell shitty phones, you will sell more shitty phones because people want to replace them! but Xperias are excellent devices, and don’t even cost more then others of their classes :) –> build robust and fast phones, sell less (unfortunately)! so let’s try to convince others

  • roeshak

    Marketing campaigns like apple and Samsung do costs hundreds of millions of dollars if not billions yearly. Sony just doesn’t have that sort of money to compete at that level.
    What they need to grow is a device that sells itself so many others market it for them. So far they haven’t achieved that. The closest they came to that was the z2 original Z. I remember the tesco ads for the Z and the phones4u and carphonewarehouse ads for the z2. Those companies chose to market those phones on their own because they really had hoped hopes for them. But alas, delays totally scuppered the z2s chances which is why the original Z is still their bestselling device to date.

  • Timel

    Even those reviewers say that the Z3 compact is better but in reality people still choose an iPhone 6 anyway, if they don’t choose Apple iPhone or Samsung, the second choice is going to be HTC SO Don’t you guys see? Sony isn’t a popular name anymore. Sony needs to wake up and smell the coffee and if Sony still wanna survive in the mobile warfield Sony needs to know their real status first and then change or improve it!

    Like This year which is another year that Sony new flagship is going to face with Galaxy S6, Note 5, and the Lord of the smartphone phone “iPhone 6s” the time is running out and if Sony do nothing with its marketing, weak marketing and still stuck with the same old design and still can’t blow people’s mind with new cool innovations or anything, if just the new qualcomnm chipset and the higher and bigger screen are all the Sony 2015 flagship phone has, just that, like before, I’m so sure everything(Sony’s mistakes) is going exactly the same, we will have to hear Sony scream about its bad new again, Sony will lose their money again and in finally Sony will definitely bankrupt… And yeah looks like My dream gonna comes true in soon.

  • Md Olyullah Akand

    I know Fingerprint sensor is an useless feature. But you must consider the fight against your competitors. You shouldn’t be lesser than others. I have a lot of people around me who poke me showing lackings of Xperias. Xperia devices are also even behind in term of processor. Remember Z2 vs S5. Still I love Sony. But tired of hearing criticism from the competitors. I need wise men around me like you. ;-)

  • Lunkz

    Mostly it has to do with the sales man, if you ask him, he will definitely will sell you Samsung. Back then I worked on a Shop which sells contracts and old & new Phones, there was a sheet, with the provision what you get for which brand and model…

  • Pingback: Sony 3. Çeyrekte 11.9 Milyon Xperia Satarak Kendi Rekorunu K?rd?! | Xperia Force()

  • Jumbo

    God… Even if Sony loses their phone market, they will NOT GO BANKRUPT… they still have other businesses… you for real? All that shit you wrote and you don’t know jackshit what you are talking about…. go take a hike sour Apple fanboy or Samskunk fanboy…

  • name

    atleast that wont take several months

  • Viins

    Atleast in spain, there was TV commercials with the famous Iniesta playing with his Xperia Z3 and the Playstation Remote C~.

  • Timel

    Good news? LoL

    Today “SONY” is not a popular brand anymore, Sony should wake up and smell the coffee and This year which is another year that the Sony new flagship phone is going to fight with Galaxy S6, Note 5, and the Lord of the smartphone “iPhone 6s”

    The time is running out for Sony and if Sony do nothing with its marketing, weak marketing and still stuck with the same old boring design and still can’t blow people’s mind with new cool innovations, if the new qualcomnm chipset and the higher resolution and bigger size of a screen are all the Sony 2015 flagship phone has, I’m so sure everything(Sony’s mistakes) is going exactly the same… you know what I mean fanboy… LiKe always we will have to hear Sony screams about the bad news again, Sony will be lose its money again and in finally Sony Mobile will definitely bankrupt… And yeah looks like My dream is gonna comes true in soon.

  • Okazuma

    I don’t know what is your problem?
    I wrote that sony without commercials sold a few more phone.
    Obviously now have to use a marketing strategy more active than in the past

    P.S: in a few months I will be a user WP, if you know what I mean , turd

  • Okazuma

    For “without commercials” i mean ” less than sony should make”
    For Example, here in Italy, there is no Tv commercials by Sony mobile but only post on the official Facebook page.

  • Mibas

    Today “SONY” is not a popular brand anymore, Sony should wake up and smell the coffee and This year which is another year that the Sony new flagship phone is going to fight with Galaxy S6, Note 5, and the Lord of the smartphone “iPhone 6s”

    The time is running out for Sony and if Sony do nothing with its marketing, weak marketing and still stuck with the same old boring design and still can’t blow people’s mind with new cool innovations, if the new qualcomnm chipset and the higher resolution and bigger size of a screen are all the Sony 2015 flagship phone has, I’m so sure everything(Sony’s mistakes) is going exactly the same… you know what I mean fanboy… LiKe always we will have to hear Sony screams about the bad news again, Sony will be lose its money again and in finally Sony Mobile will definitely bankrupt… And yeah looks like My dream is gonna comes true in soon.

  • Libyan Guy

    I really hope better situation for SONY , I think making prices a bit lower will help !

  • TimelSucks

    Dude, get a life.

  • Danny

    not everyone can afford the Z series, maybe the first Z and Z1 and Z1 compact. While the Z2, Z3 and Z3 compact are great phones, the price is off putting. Having the M2, E3 and T3 gives those who cannot afford the Z, a taste of Sony. The may have create too much, though. While the T3 is mid-range, either the E series or M series should suffice for low-end range. Make all of them water resistant would be great. Drop the price on all of them. while customers in USA, Japan, Europe and other rich countries can afford to buy high-end, Sony should try to sell to those potential customers who couldn’t afford the Z series, iPhones and galaxy.

  • Sami Mrabet

    Sweden has Sony mobile commercials :)

  • Svnjay

    You probably haven’t slept well ever since Sony improved their expected profits, haha.

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