Sony Q1 FY15 results: “Significant decrease” in Xperia sales; full-year forecasts lowered again

by XB on 30th July 2015

in News


Sony_HQSony Corporation reported Q1 FY15 results earlier today for the three months ended 30 June 2015. Overall, Sony reported good growth with Group Q1 operating income increasing by 39% to 97 billion yen. However, the state of the mobile division was less rosy with Sony Mobile reporting a “significant decrease in smartphone unit sales resulting from a strategic decision not to pursue scale in order to improve profitability”.

Mobile Q1 FY15 sales were down by 16% to 281 billion yen, whilst operating loss declined further to 23 billion yen (Q1 2014: loss of 2 billion yen). However, Sony did talk of an “improvement in product mix” during the quarter as the company focuses on its premium offering. Sony sold 7.2 million Xperia units during the period, a 23 percentage year-on-year reduction.

Sony has lowered its full-year forecasts too. It now expects full-year unit Xperia shipments to total 27 million (it previously guided to 30 million units). This will also lead to a reduction in sales and operating income FY15 targets too. However, Sony says that “higher than originally anticipated selling prices of smartphones” will mitigate some of this. Don’t go looking for a discount anytime soon on that brand new Xperia device you were eyeing up.

Full-year forecasts for the mobile division are lowered again

Sony Mobile Q1 FY15 performance

You need to go back three years to find a quarter where Sony Mobile sold less Xperia smartphones

Sony Mobile Q1 FY15 Xperia units shipped

  • Itsarapong Intoum

    Not so surprise -_-

  • Augustine Kau

    A goal without actions is just a dream….

  • goldenblls

    They’re aiming to be profitable and this will be at the expense of market share.

  • Kabuto Kouji

    there u go…. we are surrounded of what we create.

  • Lukáš Pávl

    Well they are doing nothing good to increase sales so no wonder they are in deep sh*t.

  • All thanks to the 810

  • Mathias Cronqvist

    I love Sony, but they seem to keep making the same mistakes over and over.

  • asgaro

    I don’t get it… Why isn’t the Sony Xperia Z3 Compact selling like crazy?

    I’m not a fanboy or anything but if you google for search terms like “flagships compact”, “flagships mini”, “top smaller smartphones 2014”, etc. you will always see the Z3C winning the round.

    Samsung and some other manufacturers also produce smaller variants (Samsung Galaxy Mini series, etc), but the problem is their smaller versions are gimped version of their true flagships. Meanwhile, Sony managed to push flagship performance in a small package.

    On top of all that, the battery life on the Z3C is one of the best you will find anywhere on the market, to date. Comparison with iPhone 6 and others: http://www.phonearena.com/news/Heres-how-2014s-flagships-fare-against-each-other-with-equalized-battery-capacity_id63001

    So knowing all the above, why isn’t the Z3C selling more?
    Is it because the majority of buyers don’t research on the internet to find the best device that suits their needs? It seems so, considering there are a ton of people who either choose an iPhone, or a Samsung, simply because those are the 2 most well known brands and they probably feel reluctant to pick another manufacturer. Not because they don’t want to, but because they either think those are the best 2 brands, or they simply don’t care about spending time on the web to find their best match.

    I assume this has also to do with Sony seemingly not focusing enough on marketing. I didn’t even know Sony sells smartphones till 3 months ago (when I started looking for a new one since my Samsung one was 5 years old.) Neither do a lot of my generation (I’m 23) it seems.
    But stil, I managed to find the Sony Xperia Z3 Compact simply by researching and picking what’s best for me. It’s sad a lot of people don’t do this…

  • Luis

    Release a Z_ Ultra and watch all the Z Ultra customers upgrade.

  • Emir Zarith

    they seem ‘dumb’ to realise their profit keeps declining day by day….so who need to blame on this??

  • lbwc

    They may not have sold a lot of phones, but you can’t blame the R&D department for draining the resources…after all…they have been selling basically the same phone for the last 2 years!!!!

  • Jecht_Sin

    Maybe if they keep the Xperia apps exclusive for the Xperia phones also getting a rid of most of the Google apps bloatware they could sell more phones.

    That would give the Xperia line a better defined identity. Oh, and it would also save some always useful internal memory, not to mention the time I spend too disable them each time I update..

  • Jecht_Sin

    Revenue Profit..

  • Akand

    Yes. Sony is too blind to see the high demand of Z ulta successor. They’re still sleeping and unwilling to see what could be a big game changer.
    I noticed that a Z Ultra successor is more demaded than a Samsung Galaxy Note.

  • solano89

    They need a:
    Entry phone,
    a Mid-range one,
    a Celfie for youngsters, (this model it’s not a priority)
    a Flagship Z or whatever in 2 variants- Compact 4,5-4,7 inch and a normal one 5- 5,5 inch
    and every 2 years a Ultra version 6- 6,5 inch!!!
    This should be accompanied by a tablet 8,1- 10,1 inch every year!!!
    For that goes the quick update system for at least 2 years (in this period every Sony model should get the latest updates)! Beside that an aggressive commercial all over the world and more for a good logistic to make the phones available in time in every market/ carrier!!!
    Premium customer care to be available and with this costumers should be able to get discounts on future buying!
    That said I wish you all the best SONY, more lucidity in the decisions, marketing and developer work! Hope to see new, interesting and more durable and also stable phones and tablets from you starting with this August/September!!!

  • Sadman Khan

    Z3 Compact does not sell because of shitty marketting.

  • kaostheory

    Believe it or not but a lot of people were surprised when I took my phone whitewater rafting. Majority of people (non tech) still don’t know the phones are waterproof and have noise canceling built-in, and all the other little things. Marketing would be huge.

  • lovebmw

    if only they listen to us for a change

  • Alvin

    should i laugh, cry, or do both?

  • Alvin

    they really should change everything.

    and for real, that 3rd august thing should be good, otherwise………….;)

  • Alvin

    yup, it’s because of marketing and shit competitors said, even though z3c fares even better than all those things

  • Alvin

    overheating damaged their cash safes

  • vzangel

    I didn’t buy the Z3 Compact just because it has 2 GB of RAM. I already have a Z2 Tablet and 3 GB have proven to be barely enough for me.

  • Sadman Khan

    2GB ram is adequate for Z3 compact. You have to take into account that it has a 720p screen. In kitkat and 5.1.1 it has flawless multitasking

  • hansip

    Nah.. Note series is confirmed every year so without people requesting it vocally, they get what they want each year. Z Ultra though, even with all minority people requesting it vocally, the sales record said otherwise. So i understand it from economic overview. Bus people will compare it to the note series so unless Sony can pull some uniqueness, it won’t happen

  • Raj Singh

    Can’t catch a break.

  • hansip

    Buy that z3+

  • hansip

    I think that people will only take two approach. Go premium or go super cheap. Premium take Galaxy or iPhone. Super cheap take Xiaomi. End of the line.

  • Alvin

    i would rather enjoy my z3

  • Abhinav Tella

    Not true, they cut out things that weren’t selling well. They are streamlining their product line which is good for cutting costs and maximizing profitability.

  • Alvin

    my totoki……..why…..

  • RbbrDcky

    The bigger issue is availability (at least here in the US). The *only* Sony phone currently available is the Z3v on Verizon. With the carrier-first model that we have here, if it isn’t available subsidized on a carrier, it might as well not exist.

  • DarkDragon

    Flash news: In this moment OTA update of Android 5.1 arrived for Z3 Compact Italy version

  • Shyam4ever

    The actual problem with Sony Xperia division, they are only doing
    whatever they want to do… They never try to understand, what is
    actually customer wants. I am a hardcore Sony fan, but now a days very
    upset after seeing what they are doing with their Xperia lineup. Now
    they are working with concept UI. I am sure that it will become most
    faliure, because if i want the vanilla flavor of android or fast
    software upgrade, then surely I will chose nexus. So, please Sony,
    rather go for stock android UI, polish the Xperia UI and make it better.
    In case of hardware, there is still not any upgrade for Z ultra which
    is still in demand, but now customers avoid it because its old hardware.
    Please take seriously customer demands, because Xperia devices are
    beautiful devices.

  • Abhinav Tella

    Apple proved it’s a better choice for profitability as well. It’s a good move by Sony. If they can cut out all the excess models and focus on 3 High/Mid/Low devices per year they can provide better support and development.

  • Alvin

    well at least their overall company had a profit.

  • Abhinav Tella

    Carrier subsidies are slowly being phased out…

  • RbbrDcky

    Fair enough.. But that still doesn’t change how people purchase their phones here.

  • RockStar2005

    Right on brother! In Sweden for example, someone I know there said that in her opinion, Sony is JUST as popular as Samsung there. And guess what people, Sony ACTUALLY ADVERTISES in Sweden!!!!!!! And I bet anything they’re available on ALL the carriers too!! It’s not hard Sony, it’s really not.

  • Abhinav Tella

    Agreed, I am also from your “here” by the way :-).

  • RbbrDcky

    Ha, well howdy neighbor! I know this is a European-based blog, so I assume that’s where most of their constituency is.

  • Kiran Pasupuleti

    What’s more beneficial in the long run Sony, lose money every quarter or spend big on careers in the US and Advertise your best products till people know the phone exists?

  • RockStar2005

    Well it’s not just Verizon. I have the Sony Xperia Z3 (32 GB) from T-Mobile. But still, that’s only 2 carriers. You need ALL 4 to even make a dent IMO. But the Z4/Z3+ IS only available from Verizon as the Z4v, so for the most current model, your statement holds true.

  • RbbrDcky

    The Z3 isn’t on sale at T-Mobile anymore.

  • RbbrDcky

    Is the Z4v out yet??

  • If they keep on stagnating and just bumping up specs it’ll go down real fast. Hell, even I’m considering on moving on to other OEM especially after I heard that their next few flagships will still feature the SD810 despite all the problems and that horrendous Lollipop update that ruined my battery.

  • I know part of the reason. Take one look to the right of this article and look how many Xperia phones there are, it’s ridiculous. The brand confusion is overwhelming to the consumer.

  • RockStar2005

    F Super AMOLED! lol

    It’s only higher b/c Samsung ACTUALLY ADVERTISES! lol

    Yes, here in the U.S., that is sadly true (that iPhone 6 is the only “real” competitor). I do agree on the streamlining, like with Sony trying out that new UI that’s supposed to be more like pure stock Android. My ONLY real issue with my Z3 is that currently, I have to disable VoLTE and use an alternate APN in order to get ALL my MMS messages. They need to fix that, but I suspect that is more T-Mobile’s fault than Sony’s, but how do I know? lol Samsung’s phones don’t have this issue.

  • Abhinav Tella

    The T-Mobile version had too many issues regarding quality control so they stopped selling according to TMO themselves. I myself am on my 8th T-Mobile Z3. I don’t think the international version or the Z3v suffered like that.

  • Abhinav Tella

    Lol, hello. Don’t worry I would have assumed the same.

    How much subsidy do you guys get on Verizon, just out of curiosity? Assuming the Z3v is priced at ~$625 at launch.

  • Thomas

    More like nonexistent marketing. I’ve never seen a Sony mobile commercial, advertisement, or anything of the like in my life. When people see my Z3 Compact, they say “Wow, I didn’t even know Sony made phones!”

  • RockStar2005

    Oh yeah. lol Well it was until recently I mean. Still don’t get what all that “take down, put back, take down” crap was about with T-Mobile anyway.

  • Arda Akca

    Still waiting for the Next Z Ultra successor. E6833 was leaked on indonesian postel but noone seems to care. Phablets are on demand just like SUVs are these days and Sony had a huge beast just needed to be trimmed down a little. I fear I might change brand if no flagship phablet is announced this year. They could announce their roadmap at least so we will know when to expect what phone from Sony.

  • RbbrDcky

    You should play that same game with Samsung. It is mind-boggling the number of models they’ve put out.

  • Abhinav Tella

    I think it did ok, it will take a few generations of continued quality devices like the Z3 Compact for sales to pickup as word of mouth and people seeing others with it spreads, plus they need marketing to top it off.

  • RbbrDcky

    I think they already had to plans to stop selling it but after they took it down, they found another box in the warehouse so they had to put it back up, lol.

  • Alvin

    what i and he thought mean shitty marketing in america (US), and some other countries, especially china, too

  • Alvin

    don’t underestimate z3c like that.. that thing runs smoother than the original z3 to me

  • Abhinav Tella

    I know I hate AMOLED, and constant worry of screenburn and having to change wallpaper… I mean I am a power user so I would definitely see that effect much earlier than most users. Plus AMOLED eats much more battery on Web surfing thanks to white…

    Only LGs new white OLED with color filters (patents bought from Kodak) can allow AMOLED to be truly feasible for long term use in terms of both life and power. Even then LCD tech is also rapidly improving. I think AMOLED is overhyped, other than those black levels which are not that big of a deal breaker for me.

  • Alvin

    NONE? YOU SAID NONE? almost everybody here care about Z ultra successor you know. I felt like they have something on the road for phablets, though so don’t be such disappointed.:)

  • Sadman Khan

    Not a SINGLE commercial

  • Alvin

    hey there!!!!! they listened to us. (but they didn’t do anything about what they listened)

  • Sadman Khan

    I don’t get why Sony doesn’t invest on advertisement. How else would people know about their phones?

  • Alvin

    Enjoy, mate! :)

  • RockStar2005

    Sure, I believe it. lol

    It would make sense if, like Verizon, they were selling a version of the Z4/Z3+, but they’re not. I even wonder if they’ll get the Z5? Though I dunno if I’d want it……..810?? Really?! The same chip as what the Z4/Z4v/Z3+ have?? Yeah it’ll be the 2nd release version w/o the overheating issues, but still. Give me a break Sony! The whole point I thought of releasing TWO flagships a year (which I think is dumb btw lol) is that you’re always giving ppl the most current hardware. So how does that rule apply here? Should’ve waited for the 820. I will……… Z6 for me! lol Hopefully the VoLTE/MMS issue gets resolved with the T-Mobile version.

    For a couple days before T-Mobile took the Z3 down the second time, they had it available I think “new” for like $200 or $300!!!!! I couldn’t believe it. I’d just upgraded my parents from their super crappy Samsung Galaxy Light to the Sony Xperia Z1s a month before. Had I’d known they were gonna do something like that, I would’ve surely waited as the price wasn’t that far from the pre-owned certified Z1s phones I got them. Oh well. lol

  • Alvin

    or they said “did you mean sony ericsson?”

  • Tom Lindberg

    I don’t think Sony’s phones are as popular as Samsung’s here in Sweden, but the difference is probably smaller than elsewhere (except for Japan). But your assumption is correct, being that all carriers that matter offer all available models.

    While their advertisement is surely lacking in most countries, it’s very hard to fight trends with mere quality and features.

  • Abhinav Tella

    I hate that name, it’s so big lol. Glad it’s now only Sony.

  • The difference being Samsung is a larger company with a more popular brand. Sony only sells a small fraction of what Samsung does they can’t afford brand confusion at that level.

  • Abhinav Tella

    It’s a vicious cycle, bigger companies will spend a lot more on advertising and get increased sales leading to more money for ads and development of next gen, and smaller companies won’t or can’t and will suffer.

  • lovebmw

    if only the can act on what listened…

  • Sadman Khan

    They CAN if they WANT. I dunno what the people at Sony are thinking. I know for sure that the marketing division is nuts

  • Bassel

    Only available across a single US carrier (and the wrong one) and zero to non-existing marketing across the world. Where is the surprise?

  • Arda Akca

    By noone I meant Xperia Blog and such. I think the real hype should be about the next phablet. Anlay???n?z there are almost none articles about it.

  • Sadman Khan

    To be honest, if Z2 and Z3 Compact were marketed properly, Sony would have faced minimum loss. And if the Z3 had snapdragon 805. Z3+ was pinned down due to the overheating issues and now if people hear that Z5 will still utilise the S810 then no one’s gonna buy it. Sony is making way too many mistakes. They need to rest and they need to get their act together. Release the C5 Ultra and wait. When the time comes, release Z5,Z5c and Z5 Ultra (if only). Give Z Ultra the “Sony” pen support and Note users will switch (some at least)

  • RockStar2005

    I dunno man. I really wish I did though. It gives the impression that they don’t care about sales in the U.S. But you’re Sony……… you SHOULD care! Ppl here know Sony. You advertised your Walkmans and TVs etc in the past. So why not your phones? You should be doing awesome commercials with like George Clooney or someone like that showing off how super classy and awesome the Xperia Z line is! lol Now THAT would be tha bomb!!

  • RbbrDcky

    How did Samsung become so popular. Everyone I know that has one, all they do is complain about it.

  • RockStar2005

    Wow, I didn’t even know all of that. Screenburn? I just always thought IPS LCD (which is what Sony uses :-D lol) looked more NATURAL & ACCURATE than Super AMOLED did, though Super AMOLED HAS gotten a lot better in the last year since the S5.

    Yeah, I still prefer IPS LCD over Super AMOLED.

  • RockStar2005

    I’m just saying what my friend in Sweden told me. The fact that it’s close is still pretty awesome. I WISH it was like that here. Whenever I show people my phone, they’re like “Sony makes a smartphone?!” lol It’s some BS I tell ya.

    Yeah she said that too, so I was just going off what she said that all carriers there offer it.

  • RockStar2005

    Haha yeah………….”nuts” indeed Sadman.

    They need to get their sh*t straight. Awesome phone, horrible marketing.

  • Abhinav Tella

    The blue subpixel in Organic LEDs wears out like 10x faster than the red or green sub pixels so you get a yellow shift on those pixels over time. Regular users won’t notice much but a power user will likely get it within a year.

    Go look at display models of AMOLED phones which are kept at max brightness in a month or 2 the clock or nav keys have already burnt in. Granted this is unnatural use as most won’t use full brightness for months on end without shutting the screen but still good to show what screen burn is.

  • Alvin

    yeah. “sony erection” before it was cool

  • Alvin

    well said:)

  • Alvin

    yeah, they’re too excited for their s6, s6 edge, s6 edge plus, note 5, s6 edge plus two, s6 edge plus two flex, and some more (well i created some of those names)

  • nfs2010

    Guys, see the difference between XB & Shitsung Whore PA/GSMA

    Sony’s profit tripled year over year (YoY). But mobiles sales were down & that’s what matters to us. XB reflected that in their title – very cool!

    Samsung’s mobile profit slumped by ~40% but PA/GSMA tried to sugarcoat it by shifting focus to ‘slight’ QoQ improvement. This is the most hilarious time to bring QoQ result because the quarter in focus includes their flagship (S6) product sales & the previous quarter was the post Christmas quarter, which is always very slow.

    So what should Sony do? Keep on making good devices quietly? Or make mediocre devices and pass up the savings to those who*res to promote their sh*t?

  • My guess would be they have a better marketing campaign and a cheaper overhead. I have a GS4 and I like my phone no real complaints here, but I like what Sony has to offer this time around. I’m sure the Z3+ and Z4 overheating issues aren’t helping sales much. It’s enough to ward off potential buyers like me.

  • Zeljko Kovacevic

    Z3+/Z4 it total fail thanks to Snapdragon 810

  • Abhinav Tella

    I think that’s same for all the flagships based on that chip lol.

    Poor HTC git rid of that 4MP camera and was hoping to finally make all customers happy then they got hit by this lol. Lower battery life and warmer phone…

  • RbbrDcky

    Yea it annoys me just how close Sony is to making an unrivaled beast of a phone but there always just seems to be that one thing with each model that prevents it from taking off.

  • RockStar2005

    Wow. Interesting. Now I have ANOTHER reason to dislike Super AMOLED. lol

    Yeah sure, I’ll take a look. Yes, most ppl wouldn’t do that, but the fact that it can happen even within say, 9-12 months of just regular use (which I think is more on average than it was say, 5 years ago anyway lol) says a lot. I just feel like it doesn’t capture what I see with my own eyes as accurately as IPS LCD or even HTC’s Super LCD 3 does.

  • Zeljko Kovacevic

    Its Sony fault,

    they knew about overhiting problems.

  • Abhinav Tella
  • Abhinav Tella

    I think the main problem is the spec wars on Android, the S805 was a better option with a good GPU but had no 64bit compatability and A57 cores which means the competition will say we have a “newer gen chip”. Granted the A57s of the S810 are more powerful but they cant maintain their nominal clocks as long as the S805.

    Just look at the AMD/Intel War in the early 2000’s. The P4 (aka Netburst Architecture was a result of marketing trying to beat practicality).AMD cpu’s despite being clocked lower beat higher clocked P4s. Reason why Intel went to the P4 which was actually worse than the P3 in terms of performance per Mhz was that AMD was first to hit 1Ghz so eventually Intel decided it wanted to play the Ghz game over actual performance so they increased the pipeline length to give more Ghz but obviously longer pipe means longer distance for data. Eventually Intel realised the P4 could not do it anymore as they had massive heat issues by 3.8 Ghz and Intel went back to a P3 based design which lead to the core series……

  • Shaik Farooq

    Sony literally screwed up when they left mid rangers like Xperia Sp (my ex-phone) for dead.

  • Shakeel Mohammed

    They advertise on Latin markets ive seen a lot of Sony Xperia including the z4 tab advertising on Latin channels

  • RockStar2005

    Umm, ok? lol If you’re trying to convince that IPC LCD is better than Super AMOLED, you’ve already succeeded. lolo

  • Sadman Khan

    They absolutely put no effort. What makes them think that people would go to youtube, digging for commercials. To be honest, their commercials are great. But it won’t do much if the commercials are limited to the internet. They need to use TV as a medium. They need to be more aggressive. Sad really

  • Sadman Khan

    This has to be legit :P

  • Vjekoslav Andric

    So many stupid comments about z3+…. This are Q1 and Q2 results…up to month of june. Z3+ was released in june. Get it?
    Actually only phones released in that period from sony were…lowrange c4 and midrange m4aqua in may. Get it x2?

  • RockStar2005

    Yeah, I mean, they do make those internet ads, and yes they ARE pretty good………. but expecting ppl to go DIG for them is ridiculous. Even during online ads for a TV show I NEVER see one for Sony.

    Not just TV, but how about some billboards?? Sweden has them (I’ve seen pics lol), why not the U.S.??!!

  • nfs2010

    LMAO – I was about to post it. Some people are funny. So should we blame the drop in the last quarter on Z3 then? Is it a total fail too? I thought it has ice cold 801. I have a Z2 too, btw =)

  • solano89

    Matketing and distribution! Hope SONY recovers and starts growing and finally gets the first place in the mobile market segment!

  • Because of shitty camera ?

  • Seriously what is wrong with people they complain about the ui then when they tone it down they complain it doesn’t set them apart from competition i really don’t get you guys

  • AMOLED isn’t overhyped and LCD can’t quite match its black levels and samsung has decreased the power consumption dramatically

  • Wait that is an AMOLED obly problem because ky iPad does the same thing when iam on Vine alot

  • ryq24

    It’s too expensive and people prefer bigger screen nowadays.

  • Abhinav Tella

    Yes, I mentioned the black levels however newer gen LCDs are getting close. Last I checked the Blue OLED issue isn’t yet fixed they are trying something with graphene. I’d rather have a reliable screen where I don’t need to worry about uneven wear than focus solely on black levels.

  • Well its kinda new so proboems are to be expected but Samsung really is great at that department

  • Abhinav Tella

    I’m sure in the future they will improve in those aspects as well, I’m speaking strictly as of current. White OLED with RGB Color filters that LG is trying is probably a bigger improvement.

  • RockStar2005

    Sony simply fails to capitalize on its name that its spent DECADES building up here in the U.S. Everyone knows them for the other big products, but like, the TV business was sold off and isn’t even theirs anymore. The buyer just uses their name, which is fine b/c they’re still great! The $1200 Walkman is awesome (pricey, but awesome)…….. I had the $300 NWZ-A17 version, and it sounded great! But I just sold it simply b/c I wanted the convenience back of having ONE device to play music from, not 2. So I bought the new Celsus Sound Companion One ($595) amp/DAC (Digital Audio Converter) which I connect to my Sony Xperia Z3 phone. Makes it sound incredible (b/c it bypasses the amp/DAC on the Z3 phone, which btw is considered the best among all other smartphones at least lol), and is rated better than like every other amp/DAC around under $1000-$1500, even the $999 Sony PHA-3 one. Prob sounds better than the $1200 Walkman maybe?

    Point is, even though I loved my Walkman, I still lost interest in having to maintain 2 devices……. having to put new songs on both, having to worry about memory/storage on both, etc. Sony missed the mark on the amp/DAC devices they sell too b/c I had the PHA-2 ($450, down from $600) but guess what………. it only FULLY supported PC, MAC, and iPhones…….. NOT Android! How stupid is that? A maker of Android phones makes an amp/DAC that doesn’t fully support its own brand of phones? lol So the second I realized that, I returned it and bought the Companion One.

    Sony makes great products, but they don’t listen to their customers enough for them to make the DENT they need to in order to not only survive, but succeed over Samsung and Apple. Or like with the Z3 they do listen, but they don’t advertise nearly enough.

  • Abhinav Tella

    iPad uses an LCD display, so most likely a software issue not the panel itself.

  • Abhinav Tella

    You are correct, the Z3 infact actually helped them a lot overall. It could have been much better for sales had they spent more on advertising.

    In terms of the future, looking at the M9’s lower initial sales after the S810 fiasco, regardless of which side of that you are on, I think the damage has been done. I expect the same to happen to the Z3+, if the Japan sales tumble within 2 weeks are any indication, I could be wrong however.

  • Svnjay

    The Z3+ is hot.

  • nfs2010

    I saw couple S6 models with screen burn at different BB stores. It was just couple weeks after the launch. I guess occasional change of themes, widgets are still needed to get around that.

  • Abhinav Tella

    I get OCD about such things but that’s just me lol, I gave away my original Galaxy S Vibrant which was still a great phone though to my uncle and never bought an AMOLED device since.

  • nfs2010

    You know Sony should have knocked it out of the park with Z2 & Z1 (Z2 especially) as both were outstanding phones with virtually no competition. Poor marketing simply killed those. The golden window opens up only for 7/8 weeks. Z3 actually did pretty well compared to those two as Sony actually put some ad money on it. But yes, 805 with the same ad budget would have kept it more relevant throughout the last quarter.

  • DarkDragon

    Thank you :) and finally they changed the dialer like the stock android style!

  • Abhinav Tella

    True, look at the market capital of Apple pre launch of iPod and post iPod the jump in sales boosted them thanks to help of the all powerful marketing. To top it off they had a great pre launch marketing hype for the iPhone in 2007. That is ironic considering Jobs was a Sony fan and asked his designers how would Sony do it when it came to new designs…..

    I think even if hey take a hit a few quarters they should spend on marketing, I mean the devices do look good and most people agree even HTC which won so many awards for the M7/M8 was let down by marketing.

  • nfs2010

    HTC has a worse problem. They do spend on marketing, but in the wrong way :( Do you remember HOX? I still don’t understand how it couldn’t outsell S3 considering HTC’s dominant position back then.

  • nfs2010

    Agreed! Problem is they can’t keep taking hits anymore. Suckers lost billions over last 6/7 years (mainly in mobile & TV). I’m actually surprised that their phone division is still around lol But they have to – effing catch 22

  • Abhinav Tella

    True I had the One X Tegra 3 version, great phone. The HTC Butterfly after it was better than the One M7 and they did not even advertise it in most places. I loved that phone, first with a 1080P display if I’m not mistaken.

    HTCs problem is lack of “quality” marketing lol, I think many analysts also pointed out as you said.

  • nfs2010

    To take on Samsung, you have to play dirty. HTC doesn’t do that which I appreciate, consumers don’t. Of course, underwhelming ads just made things worse.

  • dinesh

    i bet…
    sony’x customer’s mostly know about the mobile techs than the samsung customer…

  • Emil Oskarsson

    Yup they do advertise here but thats because smartphones like z2 and z3 sold as well as samsungs galaxy s5 and note 4 here. And the phones (atleast the software) is being developed here so we have a really great support from Sony if something would happend. Sweden and Japan are among Sonys strongest markets when it comes to smartphones :)
    Bought my z4 tablet after the release and cant be more happy with it! Same thing goes for my 2 YEAR old Xperia Z which still recieves updates! Looking forward to a Sony phone with snapdragon 820! :)

  • Emil Oskarsson

    I see Sony phones as often as LG, Apple, HTC and Samsung phones here (most common phones are Sony Samsung and Apple). Atleast in the area were i live :)

  • The price. It’s higher than other competitors. Xiaomi, OPPO and many Chinese companies can make flagship devices with low price tag.

  • IPS lcd sucks. My Z2 can’t get bright enough under sunlight, color wash. My friend Note 3 is far more superior than my Z2 in terms of display

  • Emil Oskarsson

    I will never buy a phone from any of thoose companies that you just listed. You know why? They cant beat Sonys support when it comes to updates etc. They just cant match Sony! ;)

  • Chaturanaga Manchanayake

    This isn’t surprise news, well we all know that this happens since Sony has poor ways of advertising and they don’t make proper camera Software. People love their camera phones. One thing they talk about their camera, they say it’s 20.1MP and all but it performs like 5MP.

  • Nope not a software issue happened since i got it happens on my cousin’s ipad air so

  • Timel

    why Xperia phones have always been unsaleable?

    1. Xperia phones always come up with the shitty camera

    2. No new innovation , Xperia devices are quite boring, have nothing special, have no wow factor

    3.

  • Abhinav Tella

    That doesn’t always work, like paying people to stand in line and one of them publicly advertised that or the washer/dryer fiasco last year where Samsung accused LG of damaging the other display model during a show lol. In the end both look like idiots lol.

    Also Samsung shot itself in the foot because after the success of the Galaxy S partly due their own US Marketing team, they accused the marketing team of over-glorifying their success and lying about their success overall. The basically punished their own department for succeeding.

    Here, comedy below:
    http://money.cnn.com/2015/02/17/technology/samsung-lg-washing-machine/

  • Timel

    why Xperia phones have always been unsaleable?

    1. Always come up with the shitty camera

    2. No new innovation, No wow factor

    3. Inefficient marketing and advertising

  • nfs2010

    lol – yep. But also notice by the time Samsung got caught for copying Apple or Taiwan fined them for hiring shills, Samsung already took all the money to the bank by selling loads of S1-4. From the very beginning, they were ready to pay a fraction of that as fines.

  • nfs2010

    Oh, let me also add the story about Samsung’s fraudster chairman. Dude got convicted multiple times – I think

    http://www.theverge.com/2012/11/30/3709688/samsung-25-years-lee-kun-hee

  • Abhinav Tella

    He was actually on BBC News and their website as well when he got released the last time lol. Great PR that was lol, considering BBCs global reach.

    Sony has been pretty good since the protection root kit case in 2005 and the PS4 game lease thing which they back tracked (Even MS was going to do that till Sony one upped them by saying they would not lol.)

    Apple had the Amazon price fixing and recently the new Music additions are under investigation for price collusion as well.

    Overall Sony has a much better record.

  • For iPhone price? Nahh. Sony sell their phone is higher than Samsung and others which the price is similar with Apple products. Which is ridiculously pricey. Motorola is better on update than Sony lah. Gila ke? Haahaha

  • Timel

    What Sony needs is a Nexus device (which they will not manufacture unless they get their Premium Priced Sony ego out of the way). The Nexus device will give them the much needed entry point into US as well capitalize on the Nexus branding US people are somewhat familiar with. If I am not wrong, Samsung got it’s big break and recognition with the Galaxy Nexus, and then LG got it’s fair share of limelight with Nexus 4 onwards..Sony may not sell it dirt cheap but the optimum price point for it should be around the 450-550 mark. Also, I believe after all the hammering they’ve got, they have something planned for a big US entry with the ‘Made for Bond’ phone. If Sony lets even this opportunity go then they should be doomed.

  • nfs2010

    LOL Somehow Samsung manages to pull some PR out of everything. Sony’s PS4 thing was funny too. Maybe that’s why PS4 became a hit :P I just feel that bad guys do get caught, but they somehow to manage to gain more in return lol

  • Abhinav Tella

    They (Sammy) lose even when they win lol, they tried to get a ban on older iPhones after winning a case but president vetoed lol but he supported the same against Samsung.

    http://www.fosspatents.com/2013/08/obama-administration-vetoes-itc-import.html?m=1

  • azzido

    Anyone was eyeing up at Z3+ ? :>

    Snap 810, same screen, camera and design, minor changes here and there = no thank you!
    Now Z5 coming again with Snap 810? :)

    I forecast sales increase then :>

  • nfs2010

    Yep, but I think there was a funny story behind that. So Samsung proposed some change to a protocol developed by all companies. It got approved, but turned out they already filed a patent for it. That’s some hilarious stuff -lol. So the patent is not that strong in the first place, so they didn’t make a big deal out of it. You know there has to be something funny when it comes to Samsung =)

  • Abhinav Tella

    Interesting, I was not aware of that lol.

  • RockStar2005

    That’s not Sony’s fault Muhammad. It’s Google’s. lol When they released 5.0.2 Lollipop, for some extremely idiotic reason, they decided to lower the brightness level, probably to save battery life to make Lollipop “look better” in terms of saving battery life. But they should’ve let people decide how bright they want their phones.

    Samsung wisely decided to not include that in their version of Lollipop which is why Samsung phones don’t have that issue. I wish Sony had done that too, but I don’t blame them, I blame Google. It’s just stupid. I can still see it under bright sunlight, but not as well as I did when I had KitKat. Oh well. F Google. lol

  • RockStar2005

    That’s cool. But they could have a strong market HERE in the U.S. if they’d just treat us the same way. For not doing that, they will continue to suffer financially as their punishment. lol

    Yeah that Z4 Tablet looks SUPER sweet, esp compared to the rest. I remember seeing the first or second Z Tablet like 2 years ago at Best Buy among all the rest, and it just stood out like a diamond in the rough. In terms of looks alone, it put the other ones to shame. And now it looks even better and is super fast, etc.

    Yeah you want the 820, prob have to wait for the Z6. Strike 2 Sony lol……………..

  • Abhinav Tella

    Not all IPS suck

  • Vjekoslav Andric

    People have a ridiculous need to bitch their frustrations out, defying logic…
    Z3 was a total success, over 10 mil sold…
    This news comes as a result of Sony being silent in that entire first half of the year. Actually, those are not bad results for that period, of some sort of inhouse policy reconstruction, during which the only significent Sony market release was low end E4, and mid range C4…

  • Timel

    I think Sony should make PlayStation Phone or the smartphone that pack with PlayStation features or the smartphone than can play PlayStation games natively

  • nfs2010

    Exactly – there was Z2 in last year’s Apr – June quarter, but there was no flagship (Z3+) in the same quarter this year.

  • illstplaya .

    What are you talking about? The nexus 6 was very expensive. Only the 4 and 5 were cheap for a high end phone.

  • iia3ezu

    No one really cares about Sony phones now. I go to a telco shop and Samsung and LG sales reps are seen proactively selling their phones. Once in a while you can also spot a HTC sales rep. There is not a single Sony sales rep. Not even at a Sony retail store selling purely Sony products.

    It’s just sad and pathetic.

  • iia3ezu

    It’s not going to work because Sony will insist on bundling its proprietary crapware with the Nexus phone. And Google will say hell no.

  • iia3ezu

    To be perfectly honest, Sony doesn’t really need the Xperia division. Sony makes enough money off its movies, music, gaming and camera businesses. All the major Android phone brands are suffering from declining margins because the cheap China/India Android phones are eating up the sales numbers.

    And Qualcomm should stop being complacent.

  • nfs2010

    I think Sony phones has always been popular in Scandinavia (probably more popular during SE days). Scandinavia was always the first region to receive updates that I used to flash over here in the US =)

  • Ryan Kumar-jassi

    Z3 compact released in 2014 didnt it? The same year as Z2 right? As you can see 2014 seemed to have a higher selling point because good devices were released

  • Ryan Kumar-jassi

    I brought Z2 for £220 brand new from someone I went to vodaphone the same day and saw it for £480 and z3c was like £430 sony price their products too high thats why barely anyone has a sony bravia the price is just too high for an £800 bravia vs a £400 Samsung that do practically the same thing nobody will be able to afford these things if Sony retail xperias above £450 that was the lowest price of the Z when it released

  • Sadman Khan

    On the other hand, Sony phones are extremely cheap here in Bangladesh and Samsung/HTC/Apple phones are overpriced here

  • KMNH

    I got the 5.1.1 Z2 update in the UK, to carrier O2. CHECK YOUR COMPANION WOO http://imgur.com/pzlQQFi

  • KMNH

    I got the 5.1.1 Z2 update in the UK, to carrier O2. CHECK YOUR COMPANION

  • Alvin

    at least it’s not sony erection:)

  • Alvin

    yeah, they just listen to us, but without act

  • Ryan Kumar Jassi

    Lol to be honest I only look at sony xperias dont really compare the price to other manufactures just consider £480 for a z2 expensive when u can get a z1 for about £150 if u look in the right place

  • J Cav the Great

    The problem is that Sony has a broad portfolio of phones..every other week Sony releases a Mid and Low range phone. The Profit margins on these devices are no where near like High-Range Z Series phones. There is little money to be made here per phone. They are almost like HTC a few years back.

    Another problem(which is not a problem for some) is that Sony does not play the “Numbers” game. The Z3 released with 2GB RAM when other Flagships were coming out with 3GB. They chose to stick with 1080p Panels when everybody was going 2K and Damn Near 4K (GN4). To some this does not matter, but these are “Bragging Rights” that phone manufacturers use to market.

    Sony’s presence is Virtually Non existent in the U.S.which is the biggest market for Smartphone Industry(China is catching up)…

    Lastly, Sony is Known for their Cameras!!! They do not bring out the best when it comes to Cameras on their mobile devices. They need to invest money in the “Mobile Camera Software” and take the crown from Apple and Samsung in photo industry. That will give them leverage to move up.

  • nfs2010

    Z2 & Z3 have 3GB RAM. N4/S6 has 1440p screen, but it’s pentile and is not sharper than 1080p RGB LCD. It’s just a stupid 2K marketing scam from Samsung. Other than these, you made some great points.

  • Joshua Phillis

    Australia gets billboards, buses, TV advertising but in carrier stores there is nothing. I think that’s where it also makes a big difference

  • And before somebody says “great phones, terrible/no marketing” – Sony’s phones are GOOD. But great?

    Sony has failed to distinguish its phones on major features, value, or technology consistently in the last few years. For a company that has a booming mirrorless camera business and some of the most well-like camera software and image processing out there, it boggles my mind that their smartphone cameras consistently under-perform relative to other phones. Same deal with the screens – Sony’s LCDs are good, yet not great, despite Sony being a freaking LCD panel manufacturer. Also, meaningful interaction and features that cross over into PlayStation and other Sony products still seem few. Game streaming is a neat idea, but who wants to play a game streamed to a phone screen? Even with a controller dock, that’s just not going to be very fun. Second screen should augment, not emulate. I realize it’s a tough nut to crack, but Sony’s leading the console business, they should be leading console-to-phone innovation.

    And I’m done.

  • Thanawat Amphan

    Honestly, Sony needs a stronger marketing solution. They need to have Xperia advertisement in Thailand and other SEAS countries in order to amaze the consumers.
    Who wouldn’t be amazed by a ‘ waterproof ‘ phone.
    Who wouldn’t be amazed Sony’Design’.
    Who wouldn’t be amazed by the’ ExmorRS ‘ camera.
    They will at least have a glance at your device. At least, give them a chance to see ‘ What you have ‘ and know that Sony has ‘Buff ‘ too. Let them know that you are as good as or even better than Apple and Samsung ( Everyone is entitled to have different opinion ).
    It’s not that people aren’t going to buy your devices but they are allured by stronger and more impact advertisement( commercial ) put on by other competitors , especially Samsung.
    It’s not that people don’t bother about Sony here in Thailand but they don’t even know what’s Sony .
    Let’s see the device full potential which can be portrayed through advertisement.
    Open their eyes , Sony.Widen their horizon.

  • RbbrDcky

    I believe that this is the first time in a very long time where (contrary to popular belief) Mobile isn’t Sony’s largest revenue-generating division. It’s one of the main reasons why Sony can (will) never get rid of it! There’s so much cash flow there that it’s not unreasonable to think that there plan to reduce costs vs. increasing sales is actually the right move to get that division back to profitability.

  • Joshua Phillis

    Sony Australia have pretty much given up on having products in stores, I’ve only ever seen the z3 tablet compact in one telstra store and all the big retailers only have TV’s or a bunch of headphones.

    If Sony want to sell they would put products in stores but they’re trying to be “profitable ” (understandably).

    I think the general perception is that Xperia products are inferior, somehow (ie. Marketing) samesung have earned the perception that their phones are top notch. As far as software they are superior even if some claim gimmick or bloat.

  • Timel

    Why Xperia phones have always been unsaleable?

    1) Always come up with the shitty camera
    2) No new innovation, No new wow factor
    3) inefficient marketing / advertising

  • Timel

    PS4 becomes a successful console because Sony Computer have listened their customers. Unfortunately, Sony Mobile isn’t Sony Computer.

    R.I.P Sony Mobile

  • Guy

    ^^ This 1000 times over.
    I’ve got a Z3C. Everyone who sees it thinks it a great phone, nobody knows what it is.
    Sony have something really class leading in the Z3C – a compact flagship phone. It may not be everone’s cup of tea, but I think there is a significant proportion of people that don’t want ever increasing sized phones, but still want top of the range specs. But I have not seen one ad for it anywhere. Sony literally invest zero in marketing (at least from what I see) and seem surprised that nobody buys their phones!

  • Sadman Khan

    You won’t believe the number of people who asked me “Which phone is this?” and they go on to comment that “Wow i love the size. It’s perfect”. Yeah well Sony needs to USE these sentiments

  • Khillo81

    And don’t forget that in this case, whereas other manufacturer’s can brag about Pixel Count, Sony can (and do) brag about battery life.

  • Ethan ‘blaze’ Parker

    Sony is same or better than Samsung in India too. ;)

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  • Alex Gede

    Marketing is Sony big problem, they dnt kno it yet. Product has no problem, it’s the way they market that’s the issue.

  • Geese Howard

    First they need to kick Kazuo Hirai out of the way. Second they need to change their business ideas – while people are willing to pay for premium prices to get a good phone but make the prices at the very least decent. Third, if you are going to slap a high price tag phone (or other gadgets) give us something that is worth that price and not take us for granted and expect every Sony lover to just pay blindfolded. (Z3+ for example) Fourth… kick Kazuo Hirai out of the way – did I just say that again??

    Still love Sony and still believe they have so many things for us, if they are willing to grow instead of following the flow – preferably with a new leader.

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  • wondlst

    The answer is easy: Potential customers are worried about the cracked screens issue + no Stock Android

    I would love to get a Z3 (not compact) but I do not want a phone I have to worry about a broken screen.

  • wondlst

    cracked screen issue = shitty marketing :)

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