Sony ships 4 million Xperia units in Q3 FY17; lowers full year estimates again

by XB on 2nd February 2018

in News


Sony reported its third quarter results for the three months ending 31 December 2017, and once again it was not pretty reading for the mobile division. Sony trimmed full year expectations once again, now expecting to ship 14 million units for FY 2017 (year ending 31 March 2018). This is a decrease of 1.5 million units from the prior quarter, where Sony estimated it would ship 15.5 million units in the year.

Sony Mobile shipped 4.0 million Xperia handsets during the quarter, a decline of 22 percent from the prior year. Operating income for the segment declined 25% to 15.8 billion yen, reflecting the lower number of handsets sold and higher component pricing.

For the full year, Sony is anticipating the mobile division to reach sales of 710 billion yen (against 759 billion yen last year), while operating income is expected to halve from 10 billion to 5 billion yen. Sony says it expects to reach this operating income, by offsetting the lower unit sales with a reduction in operating costs.

We’d love for Sony to report some unit sale growth at some point. For so long now, we have been used to Sony keep cutting its mobile numbers. Hopefully, Sony’s new flagship range which will launch at MWC 2018 will be that catalyst.

  • Lucas Henrique
  • Aiden Pearce

    That will happen until they up their game with next release. The rumor of removing 3.5mm headset jack and other design change will also impact their future.

  • Rizky Maulana

    GG sony, never hear what consumen need… they just made what they want…

  • Aldi Wan Kenobi

    While the numbers look disappointing. I think Sony Mobile is planning to reverse this, beginning with the release of XA2 and XA2 Ultra, having a Finger Print Scanner at the back of the device, rather than in the power button. It seems that this is done to make the device more attractive in the USA market and hopefully, people will start to notice and BUY it.

    Let’s hope that the new leadership at Sony will give Sony Mobile new life as well.

  • Koh Yuan Chen

    Honestly, I think the problem that caused this drop numbers was the Z5. Mainly because of the chip used in it. The Snapdragon 810 was just evil and caused the device to overheat and lose battery life. This may be the reason why people has lost faith in Sony

  • Karl Sikmund

    I miss Xperia Ray phone sizes …that was what made Sony Ericcson famous

  • RockStar2005

    I agree with your point on the FS.

    Yes let’s hope!! lol

  • Phil Gym

    Sony didn’t introduce any attractive phones in 2017. None of them actually made me want to buy because of dated designs

  • mountain

    Nice!

  • Juan Carlos

    At least it’s not loosing money!!

  • Saifuddin Adnan

    I’ve owned sony xpefia z5 for almost 1.5 years untilki upgraded to xz premium and belive me my z5 never heated up onoheavg gaming too. In a country like India wherr Temperature during day is really high my z5 kept things cool all the time

  • Vinny Conforto

    Change the design. That’s the first step Sony should take in order to sell more. Most people jump to good looking phones, but they don’t pay attention to specs. The Z3 Compact had both though. I still think it is the BEST looking phone to date.

  • Vinny Conforto

    you right man

  • V.

    The z2 was what they should have marketed as shit. Instead they didn’t and since then it’s a downwards spiral

  • arcu de triumf

    It’s just business as usual. Now I see that a new idea begins to take shape: the 18:9 ratio screen size. Please. Keep it real. Instead of these ideas maybe the upgrade policy should be improved, the price should be adjusted, the quality also (we basically pay for the brand) and the design could be change (for me Z3C was/is on top as design, but as manufacture quality was bad) so…You can’t fight with cheap phones keeping up the prices and not improving the quality and the upgrade or service or using weird colors. If you want premium market, make premium mobiles. And please don’t give up on Compact segment.
    And that back finger print scanner it’s not very practical.

  • Vjekoslav Andric

    If they put the flag on shelves by march this year, they just might surpass the number of unit sales of 2016. Need 4.5 mil units shipped in q4 of their fiscal year to achieve that. But, knowing Sony and their late releases…

  • Emil Oskarsson

    And the screen to body ratio is actually really good on xperia xa2, a true competitor against samsungs galaxy a8 :)

  • Emil Oskarsson

    Like LG does xD

  • Emil Oskarsson

    Xperia xz premium was the most underrated phone of 2017 though! A true beast! :)

  • Emil Oskarsson

    It will only be on one model though judging by the rumors :p

  • Ridzan

    I’m still with my Xperia Z3 and Xperia Z5 now still looking and hope Xperia Z Series comeback…

  • Ashwin Nagarajan

    compare to Samsung flagship phone Sony not giving any new technology or any other new feature and display brightness also not that mush good

  • Gxost

    It’s not a surprise, because:
    1. Sony flagships (if not consider premiunm versions) come out in the end of year. But most of other flagships can be bought in the start of year and consumers always need to wait for Sony flagship just to compare it with others. It’s hard not to buy some Samsung/LG/HTC etc. instead of waiting. Also when Sony flagship comes to stores, consumers will start waiting for next year MWC and then they will prefer newest flagships with newest hardware to Sony with outdated hardware.
    2. Camera software is bad. Shots are to noisy in auto mode.
    3. Sony doesn’t follow trends. When other brands offer good screen-to-body ratio, XZ1 even decreases it in comparison to XZ. It’s a shame.
    4. Slow hardware in flagships. For example, internal flash in Sony is slower than in Samsung.

    As result if you want a fast flagship smartphone with up-to-date hardware, good camera and good screen-to-body ratio, don’t buy Sony.

  • iia3ezu

    Is it outselling the Samsung Galaxy A series? Or even the budget J series?

  • iia3ezu

    The Z series is dead.

    Sony Mobile went with ‘X’, and the closest you can get to ‘Z’ is XZ or XZ1.

  • Emil Oskarsson

    Unfortunately no, but how people can buy Samsung products over Sonys will always be a mystery to me….

  • a.mubher

    Still profitable, correct?

  • SonyFan

    I’d buy such a highend phone from Sony like this:

    – 5,5″ FHD 1080p Triluminos display
    – Superfast Snapdragon 845
    – great sony camera (23mpx with OIS, Sony features…)
    – 8GB RAM
    – 64GB Internal storage
    – Dual Sim
    – great battery life 2-3 days (~4000mAh)
    – phone can be thicker so that the battery would fit
    – IP68

    and all this in a great designed sony smartphone

  • SonyFan

    The Xperia Z was still the best phone announced yet.

    I mean first QuadCore, OmniBalance, 2GB Ram, FullHD, and more….

    but now…the new generation smarthpones have not much to offer…
    Sony needs to do something creative!!

    don’t you agree ?

  • Ryuzaki Raiga

    we need a bigger screen with that design. for example 4.6 inch

  • Ryuzaki Raiga

    agree, many of my friend already migrate to other phone because overheat problem

  • Ryuzaki Raiga

    sony not died yet. should be near dead

  • AllanKafka

    I have some issues with my Z5, but overheating is not one of them. :)
    Unreliable camera and WiFi performance and short battery life are its biggest drawbacks for me. Everything else has been and still is great.

  • SonyFan
  • Khalid Abdi

    Your right

  • Khalid Abdi

    Because Samsung taking the first patch of the processor. BTW LG and HTC are in the same situation

  • jamie evans

    Agreed

  • Vjekoslav Andric

    Huawei was smart here…
    Samsung cant touch them.
    Thats why its on the rise.

    Im just real sad people are unaware of these things Sam and qual do to monopolize the market even further

  • Moisés

    XZ Premium, XZ1 and XZ1c use ufs2.1.

  • Moisés

    In 2016 the J3 sold more than S7.
    Galaxy J is everywhere.

    In my country, ppl that want a cheap phone will buy J3, J5, J7 or Moto G. Other simple phones dont stand chance.

  • Vjekoslav Andric

    Actually its not. Answer is as simple as it gets: marketing and promotion
    Remember that Samsung spends 10 billion(was it billions?) dollars on mobile marketing every year. In my country every damn single tech or retail shop has a special Samsung desk up in front, with Samsung models, … its all paid for, including the sellers suggestion on which phone is best, which one shold buy
    Thats marketing.
    Sans Huawei, none do it today like that.
    But it costs, alot….

  • Koh Yuan Chen

    The camera was great IMO, as for the battery side, it’s due to the 810 SoC, no joke

  • Koh Yuan Chen

    That’s really interesting though it may be from the extra heatpipe Sony added, but I know for a fact that even though the 810 has good clock speeds, but the heating just degrades performance.

  • Koh Yuan Chen

    Yeah the Z3’s success brought success to Z5. But the Z5 failure led to the decrease in sales for 2 years and counting! If Sony could go back in time, I hope they will follow LG and use the 808 or just wait for the 820 like what Samsung did.

  • Koh Yuan Chen

    Actually the sales just kept getting higher from Z all the way until the phones after Z5

  • Koh Yuan Chen

    Not as profitable as the Z3/Z5

  • Koh Yuan Chen

    Billions but is it in Won (Korean) or USD?

  • Koh Yuan Chen

    The begin of Z series was Sony Mobile’s prime time. But unfortunately the overheating and battery life of Z5 just broke it after that.

  • Koh Yuan Chen

    Honestly, all the phones after Z5 until the XZs/XZ Premium were all just sold for the sake of it. (Think about it, the flagship phones of 2016 did not have IP68 or a better camera sensor or technology.)

  • Vjekoslav Andric
  • johala02

    I am after all optimistic. I like the devices from the CES event. If they can follow up with some high end phones at MWC 2018, with a new design with small bezels.
    That might change the trend. And some innovations in camera/software to.

  • Wiching

    The bigger problem Xperia is camara performance. even worst in premium model night shooting performance. even China phone also better than yours. weakup sony put F1.7 lens in all your phone. than no issue extra 3-4 million unit sales. no Sony Phone now have camera performance better than S8, Note 8.

  • And the X line will end in 2019

  • Khalid Abdi

    Your right

  • Moisés

    It is because of ISO.

    If it was because f2.0 the auto and manual would have same results.

  • Moisés

    They lost money with Z phones. That is why they killed and moved to X.

  • Moisés

    I think in 2018. 3 years like Z.

  • Moisés

    X Perf and XZ are IP68. IMX 300 was main sensor made by Sony until the end of 2016. They dont make new sensors every year..

  • Moisés

    I am in sunny South America. At least mine 810 does not give me issues. CPU is usually between 36- 40°.

    I browse on internet, use youtube, emails, photos, messengers, phone calls, update apps, play madden mobile…
    SOT is at least 5h.

    I feel satisfied with my phone. Z3+ is prettiest Xperia ever.

  • John ford

    that’s because xperia phones look boring, tired and dated. They are NOT unique which Sony think they are. I want to see something new, fresh and innovative

  • John ford

    agreed. Galaxy is way much better than Xperia. That’s why many people have S8 right now

  • John ford

    XZ1 Compact was the only phone I thought I might be going to buy. But I didn’t because of its ugly design

  • samsung phones are more attractive, better camera, new touchwiz has more features than Xperia software, wireless charging.. simple as that.

    also, samsung marketing is a lot more agressive than sony´s.

    what do you thinkg people are buying samsung over sony? they like more samsung logo over sony? let´s face it, most of us when we are buying new phone, we do research, and often people found samsung devices more fitting to their preferences than sony devices.

    for example my uncle prefer Edge feature on Samsung if you can call it like that, when you swile from the side of the screen and it brings apps he likes and also multiple apps he can use at the same time.

    I am thinking about XZ1, I can buy it now over my carrier, but I am tired of this old design, especially when the new one is arriving.

    though choice for me, I am thinking of re-selling XZ1 but it will eventually lost some of its value. The thing is when I buy new phone, I keep it at least for two years, and it is difficult in my country to sell the phone and at the same time not to lost too much money on it.

  • ymytbb .

    Make a radical design change and they will be fine

  • ymytbb .

    true…

  • ymytbb .

    true…2017 was another disaster for Sony Mobile

  • Koh Yuan Chen

    But think about it, if they switched from Z to X, and they made X the flagship, why didn’t they have IP68 on the X and X compact?

  • Koh Yuan Chen

    Not really, see the earnings for 2013 to 2015? It was the highest part. That is when the Z series was it profitable

  • Insane014

    What new technology is Samsung giving you?

  • Insane014

    As long as Sony is trying to break through good phones and service are guaranteed like the latest batch of phones and software development. Once they do breakthrough they will repeat the laziness of ’14-’15 all over again and just milk the cow until sales shrink once more.

  • comme des garcons

    Looking back at 2017, every Xperia phone was boring and uninspiring. Nothing was new, innovative and exciting. That’s why people didn’t buy phones by dated Sony

  • comme des garcons

    I’m sick of current Xperia phone designs too

  • Tann

    Samsung offers nothing to write home about. Sonys main and biggest problem is marketing. Nothing else. When sales started dropping they made a wrong decision: to save money by cutting marketing budget. Its a downward spiral since then. LG, Htc and other made same mistake.
    If there was a special Sony desk with Sony models, across every special Samsung desk with Samsung models that is present in every mobile and tech store today, I m most certain Sony would sell much, much more and give more headaches to Samsung.
    A case scenario: “Over there we have a beutiful 2k amoled screen bezeless S8, with back fp scanner and iris scanner, great back OIS camera for lowlight shooting, and wireless charge ability, …..but on the other side we have too a beautifuly monolith designed Sony Premium that has a 4K screen, great back MotionEye camera and 13 mpx selfie camera, both with 5axis stabilisation, can record super slo mo video and has innovative 3D scanning, has fp scan mounted into the side power button, and has tech that saves your battery. So which do you preffer?”
    ….I bet ya, at least every third person would choose Sony.

    But as it stands now, without that kind of marketing, but only yt and instagram videos…..S8 has its special up in front desks and showcasing its features, while Sony Premium is maybe (maybe) somewhere on the stores back shelf, turned off, with all other htc and lg flags….
    Thats the only thing Samsung offers more over Sony, and Htc and LG and other….

  • Gxost

    Thanks for info. It’s good to hear that Sony smartphones became better.

  • jamie evans

    Agreed

  • jamie evans

    True

  • jamie evans

    Yes

  • Aiden Pearce

    you still stuck on 5.5 inch full HD ? it wont cut it now in 2018 for them.
    You need at least 5.7 inch to 6 inch 18:9 ratio Display with 2K+ resolution and AMOLED will be a plus.
    IOS agreed.
    6GB RAM should be enough, 8GB welcome change.
    64GB + SD card support or 128GB- but price will blow away the buyers. Already they are so expensive on launch price.
    3500mah+battery agreed
    IP certified as long as speakers super crisp and loud maybe with a DAC(i dont see why Sony known for sound quality in Walkman has so poor audio output in phones same goes for camera quality)
    Other companies that uses Sony lenses can produce fantastic camera quality but not Sony who literally made the lenses.

  • Aiden Pearce

    That one model might decide the fate of Sony, who knows.
    But to play safe they should stick with 3.5mm as of now.

  • Insane014

    Exactly. Sole reason why Samsung sells is the biggest marketing push in the industry. That costs a lot of money but I guess they did their math.
    Sony doesn’t even care about it at all. Also lack of carrier deals is astonishing. Usually carriers have XZP and that’s about it. I have yet to see a carrier that has XZ1c in their lineup. At least in western part of the world.
    On the other hand Samsung S8 together with some portfolio is available through at least 90% of the major mobile service providers in the world, if not more.

  • Christian Kogler

    I agree with you that Sony has a marketing issue but it’s also the tech that’s lacking:
    It’s 2018 and still Xperias lack wireless charging and great camera performance. Given the price Sony charges for their phones it’s obvious that customers rather buy the Galaxy phone with all the features for the same money.

  • Khalid Abdi

    You call that half-baked tech a “wireless”
    A true wireless is a phone you can use while charging not putting it in a table, plus the wireless pads they use is connected with wire like usb-c cable so what is the difference with the phones that have wireless and the phones don’t have???

  • Juan Carlos

    Yeah still profitable! they had a revenue of 2 billion USD and a profit of 143 million USD.

  • Tann

    I dont agree with you.
    Samsung has its tech, Sony has its own. Samsung heavily promotes their, Sony almost none. So you might actually be of a wrong opinion, based on Samsung heavy marketing and promotion, that Samsung is giving any more new tech than Sony on their phones for the value.

  • Laurent Leroi

    When Qi charge will be available on Sony phones ?

  • Christian Kogler

    This “half-baked tech”, as you call it, is wireless: I don’t need to plug in cable into the phone. I just put it on the charger or take it off, that’s it. Very convenient.
    I also liked the magnetic charging port that Sony once had because I could have the desk stand and simply put in the phone without the need on plugging in a cable. Unfortunately, Sony cancelled the great magnetic port and didn’t give the customers an alternative and that’s a big reason why people bought the Z2 but do not buy the XZ.
    I don’t want to handle the stupid cable each evening and morning and I don’t want a broken USB after one or two years because of using the cable all the time.

  • Christian Kogler

    I love that Sony is stil sticking to the dedicated camera button. I also love the design of the XZ-range. I always bought Xperias because of the IP-certification and their great cameras.
    During the past years, however, the other companys cought up: Now Samsung and LG are offering waterproof phones with great cameras and they improve their phones with each yearly iteration.
    I bought the XZ1 in autumn. Now I replaced it with a Galaxy S8+. The S8+ has better display, better battery life, better camera, physical image stabilisation and Qi-charging. I also get 6.2″ display instead of 5.2″ and the phone feels the same size in the hand. Considering that both phones cost the same the choice is obvious.
    As much as I like Sony and their phones, they ARE behind the competition, they are basically selling the phone since the Z1, and it’s about time that they wake up.

  • Khalid Abdi

    No its not a “true” wireless tech, but its a start, so its yet a half baked.
    Maybe its good for you but that doesn’t change that Sony should do it.
    Still Sony have their dock btw, they just changed it to the USB-C port

  • Jerry Berglund

    Samsungs Touchwiz UI is horrible. I am sorry. Despite that your right that Samsungphones or cluttered with features all over the place, that not many Samsungowners actually use, I do agree with Emil that how can anyone prefer Samsungs Cluttered interface towards Sonys that is not cluttered at all. And the design sony has is timeless and still love it. How can anyone be tired of a design that is practical like Sonys? I chose sony, because it looks as a Sony, and not like all the other phones that looks like iPhones. Lets face it. samsung, lg, huawei and all of those have in sense adapted an iPhone-look, and they all look the same. You have to be close to really see that its a Samsung, or an LG and not another phone.

  • Jerry Berglund

    Ok, completaly new Camera technology in the Sonys latest phones. And then sony has new technology around how to charge the phone. So what els does it need?

  • Jerry Berglund

    Agree. Thats the most problem with sony. While Samsung, and iPhone in a sense can chose what their features could be used for in their marketing, Sony seems not to know in what sense they features actually could be useful. And in a sense thats also a problem. I think Sony was on to something when the started the X-model series. And that it should be a part into a bigger picture, and so far, nothing of this has come to the market, what I know? At least not outside of Japan.

  • Jerry Berglund

    No, the camera isnt lacking anything in performance. It still not the cameras fault. Remember that all the other cameras that get well praised is also Sony-modules. So the hardware isnt the issue here. I think its the software.

    If there is a problem with Sony phones I have to say it the lack of space in their phone. While other brands gone up to 64, 128 and 256GB or more, Sony is still putting out phone with 8, 16 and 32 and now 64GB of space. I mean common thats the biggest issue of all. That Sony seems to think they are in the 2012 yet when it comes to space in their phone.

    This means that Sonyphones still do compress the files to get smaller. If you take a 19MP picture on a Sony phone, and then takes an iPhones 12 MP picture, the iPhones picture would be bigger, because they do not compress their pictures as much as Sony. Of course this hard compression rate on Sony phones would get noticed if you blow up the picture on a bigger screan. I think Sony do this just because they dont want to increase the space in their phones so they had to make their pictures more compact to be able to fit in to lesser space. I think thats also the reason why Sony as a company still dont wanna accept raw-format. I am certain that if Sony phone didnt compress to make their picture more compact, the pictures would be much better than the others. i am certain of it. How the hell can a Huawei with the same camera module produce better pictures? Well its because of their software. Nothing els. Sonys camera modules are superior to other companies, and Sonys camera should be superior, but thanks to software, they arent. Maybe there is a agreement between all that uses Sony modules that say Sony has to do it worse than they are, or they don’t want to buy their modules. Just a little conspire-thinking… lol.

  • Jerry Berglund

    I think its a beautiful design. So I did buy it. :-)

  • Jerry Berglund

    well according to their survays people didnt care fpr expensive phone and waterresistance . they wanted good, cheap and fast phones but that didnt feel cheap. To say that the plastic in the X compact was cheap doesnt seem to know how premium that plastic really felt. When it hold it, it didnt feel like plastic, it felt more or less like ceramic.

  • Jerry Berglund

    No, the most important is marketing. Sony has to be able to tell why Their phones should is a better choise than the others. I mean apple can show in what why a feature could be used, Samsung and other brands do that too. So in what everyday use can sonys Super Slo-mo feature be used? Well I dont know, its cool yes, but is it something we could use in our dayly life. Of course there is, but Sony would need to know themselves. The reason why iPhone got that big, was that the tech inside wasnt there to be cool. iPhones tech was actually practical in a users everyday life, Sony do features that is just fun to use, but nothing more. Thats the problem mostly. Not the design.

  • Jerry Berglund

    if I dont remember it wrong I think XZ Premium was released a cople of months after Samsung Galaxy S8plus. *Not that late. But sure it was announced one month earlier than samsungs phones. So you right that Samsung did release their phone much earlier. They announced the phone 1 month before release…. Sony 4 months. So, yes, they have to release their phones faster. But rember, it was much worse before.

  • Jerry Berglund

    maybe if its possible to charge fast. I think i red that was the reason why sony dont use Qi-charging. Its so mych slower than through ordinary cable. So they did leave it be. Instead they tried to make a shell you’ll could use to charge that way, but it didnt work as planned .

  • Gxost

    I was talking not about XZ Premium (and I mentioned about it) but about regular flagships. And they are released much later. Let’s look: I could buy S7 in March 2016 or wait for XZ (with less RAM) which appeared on the market in November. Next, in a few month S8 was released with better SoC and was also available in March. XZ1 reached shops in November.
    Before I bought Sony XZ I considered to buy other A-brands just because they all were available in Spring or Summer. If I had liked any of them, I wouldn’t have waited for Sony.

  • guv
  • 3_nity

    WTF design. :D

  • You choose Sony because you are Sony fanboy, lets face it.

    Samsung UI is not horrible, it has most features that no any competitor on the market has. And that is a fact. What you say about Samsung makes no sense, we are not in early 2010s. Samsung´s new touchwiz is very well optimized now.
    And tell me what is timeless about Sony design? Samsung S8 is beautiful device, no Sony device can compete with that phone. Go on street outside and ask everyone around yourself which design is more beautiful and futureproof.

    What is iPhoneish about galaxy S8? also the competition is strong on the market, there are a lot of manufactures today. It is impossible to make unique design nowadays.

    I don´t know why I even started discussions here about this, obviously this site is for Sony fanboys. I am not, I am not loyal to any brand, if I was, that would be Nokia during the Symbian era. Now I am buying what fits to my pocket (money) and since I like experience a la vanilla android, Sony phones are to me the best choice, and still loving my Xperia Z5. Its still good I feel I dont need to buy new phone, but I have to extend my contract with my carrier, so probably my next phone will be XZ1.

    Peace.

  • The One

    Raise your hand if you’re surprised… anyone?…. Bueller?

  • theskig

    Ok but those were the days when specs update was needed.
    Now if you double the CPU, RAM and storage of an XZ1 (also need for a 8K screen? :)) you’ll have a phone with the same performances.

  • electrash

    Look, i am Sony fan and i honestly wait for new phone from sony that will catch my eyes. I had many sony phones, old ones and from smart ones (xperia s, xperia arc, arc s,z,z3,z5) and to be honest every new phone is better then previos one, but in the end you end up with same phone even its new (same design, no new software features) and i got bored.

    Now i own Samsung S8, and not a single lag happened, before touchWiz was horrible, but this new one is amazing and so feature rich. Dont be blind fanboy.
    I am fanboy, and love sony. But you have to look with open mind

  • electrash

    Z3 was hell of the phone. Front and back panels unglue them selfs. XZ1 had yellow tint issuse, xperia s too. Every phone i got from them had a problem

  • Iki

    Samsung phones are less usable.
    Have the most fails per unit sold.
    Doesn’t have a better camera than sony.
    The two features you mention are also on sony.

    The reason people buy samsung is the same as anythany else. They don’t do research, and just go for the first they see.

  • electrash

    Because M2 or M4 Aqua was shitty. My cousin had them both and problems always, low internal storage, slow, battery life.

  • roeshak

    Only one solution. Stop doing your own thing and start competing again. Sony mobile just like Sony Ericsson over estimated their hard core will buy sony no matter what fan base. It proved to be the end of sony Ericsson so lets hope sony wake up soon. The 2018 devices sound promising so lets hope they improve the situation. Lesson hopefully has been learnt. Unless you’re Apple you can’t rely on appealing to your core base alone. Need to broaden out the appeal of their devices

  • tazcubed

    IF, and I mean IF Sony actually resolves the issue over the fingerprint reader for North America, I believe I will be putting Sony as my first choice if the XZ Premium replacement lives up to comparable specs on other flagships. I do wish they would get on with Qi wireless charging as well but it’s not do or die for my decision.

  • aseuss

    Actually in the US carriers don’t even have XZP. Many Sony phones will work on ATT or T-Mobile, but almost no one will shell out $700+ out of pocket for the XZP. Especially when they can pay the equivalent of $15 bucks a month for the newest Samsung or iPhone or LG. If you don’t have carrier support, you can’t expect to have sales–something that Sony either ignores or doesn’t understand.
    I agree with you that marketing is also a huge issue–when Sony did have (minimal) carrier support in 2014, there were zero advertisements or promotions with that. So no one even knew they had phones–unless they scrolled to the bottom of the screen past the myriad of Apple, Samsung, LG, Motorola and HTC phones.
    I do agree with some other commenters that Sony hasn’t kept up with a lot of the must-have features. But a few other manufacturers haven’t, either–yet they’ve managed to keep carrier deals and at least stay relevant.

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