Although Sony was one of the market leaders in the smartphone business, in recent years, the company has fallen behind as other brand has increased their popularity among fans. Despite that, CEO Kenichiro Yoshida has claimed that the company will continue its production.
Yoshida’s latest comment is surprising considering Sony has recorded a loss of nearly $900 million over last year. Moreover, the company currently holds less than one percent share in the smartphone market as it ships less than 6.5 million units per year. In comparison, Samsung and Apple ships 291.3 million and 206.3 million units respectively.
He said, “We see smartphones as hardware for entertainment and a component necessary to make our hardware brand sustainable. And younger generations no longer watch TV. Their first touch point is smartphone.”
According to recent reports, Sony is planning on making its smartphone business profitable again through next year as it has taken several measures to cutdown costs of production. While the company has released several decent smartphones over last year, they don’t pack enough features to make them standout. For example, the latest Xperia Z23 was praised by reviewers but the smartphone doesn’t contain features that makes it different from other flagship smartphone models. However, the company hopes that the upcoming Xperia 1 will change it as the upcoming model will feature wider color gamut. Moreover, the company is planning on boosting its smartphones gaming features in future to attract more PlayStation users. However, it’ll be interesting to see if the company turns it around in western market as Huawei has started to go through massive uncertainty following Donald Trump’s latest order.
Image: Flickr/Kārlis Dambrāns