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Sony sold (only) 9.9 million Xperia smartphones last quarter

Posted: , by Florin T.

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Sony sold (only) 9.9 million Xperia smartphones last quarter
Sony today posted financial results for Q3 2014 (July - September, which is actually the company’s Q2 for financial year 2014), revealing an operating loss of 85.6 billion yen (about $762 million). 

Most of the blame for the operating loss is taken by Sony’s Mobile Communications unit, which reported a 176 billion yen ($1.58 billion) loss. Sony’s other units have mostly posted operating profits - including the Devices division (which, among other things, is selling image sensors to Apple and other companies).

Sony sold 9.9 million Xperia handsets last quarter - definitely not enough to feed the company’s ambitions of becoming the world’s third-largest smartphone maker. Although high-end Xperias seem to be successful, mid-range models just can't attract too many customers.

Despite the current state of things, Sony CFO Kenichiro Yoshida declared:
 
"We are on our way to achieving 400 billion yen in operating profit next year."

As we reported yesterday, Sony’s Mobile Communications unit will have a new CEO starting November 16. The current President and CEO, Kunimasa Suzuki, will be replaced by Hiroki Totoki, who at the moment serves as Sony’s CEO and senior VP of Business Strategy, Corporate Development and Transformation. Naturally, Sony hopes that this change will have a positive impact on smartphone sales.

You can check out more details about Sony’s latest financial results at the source links below.


sources: Sony, Reuters

93 Comments
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posted on 31 Oct 2014, 16:29

1. XperiaFanZone (Posts: 2010; Member since: 21 Sep 2012)


EDIT: got it!

posted on 31 Oct 2014, 21:38

41. The-Sailor-Man (banned) (Posts: 1095; Member since: 25 Mar 2014)


Read this:
"Although high-end Xperias seem to be successful, mid-range models just can't attract too many customers."

BS "high-end successful" ?????LOL
Only Note 4 so far(two weeks after the global launch) sold more than Sony's high-end and mid-range models COMBINED for the whole last quarter!!!!!!

posted on 01 Nov 2014, 06:06 4

53. Djz89 (Posts: 260; Member since: 25 Aug 2014)


Yeah you clearly understand. If a company doesn't sell as much as Samsung they are not successful. Lol, think before post, it for your own good.

posted on 01 Nov 2014, 07:37 5

60. dimas (Posts: 1808; Member since: 22 Jul 2014)


Because Applelogist and Samsung Fandroids think that if your phone doesn't sell well, it doesn't deserve to be called a top notch device.

posted on 01 Nov 2014, 07:33 2

58. dimas (Posts: 1808; Member since: 22 Jul 2014)


Your ignorance clearly shows that you're a Samsung zombie. Just because Sony didn't get the huge sales chunk, it doesn't mean that it's a lousy phone. I can attest for Z3 compact that it's a good phone with good build. And I am not going to replace it until a new device, Sony or not, can topple it on my own preference.

posted on 31 Oct 2014, 16:30 10

2. ArtSim98 (Posts: 3535; Member since: 21 Dec 2012)


I hope they'll come up with something to turn profitable...

posted on 31 Oct 2014, 19:41 11

24. hung2900 (Posts: 943; Member since: 02 Mar 2012)


Stupid pricing and stupid overlapping flagships.
Bad and slow distribution.

posted on 31 Oct 2014, 23:17

45. megaSUNNY (Posts: 79; Member since: 26 Jun 2012)


Really most illogical pricing of their mobiles...

posted on 31 Oct 2014, 23:23 2

46. laughmi (banned) (Posts: 283; Member since: 28 Oct 2014)


Xperia feel more grossly overpriced than even apple products to me. Atleast Apple uses aluminium.

posted on 01 Nov 2014, 06:00 5

52. TMach (Posts: 449; Member since: 29 Dec 2011)


That is such an ignorant comment! Have you held a Z3? If you have you will appreciate it is one of the best built phones out there alongside the M8 and iPhone. Aluminium metal frame and shatter proof glass front and back. Pricing is on point with all other flagships.

On the downside, poor marketing campaign, too many mid rangers (people do not associate Sony with mid range dross). Sony should go back to one flagship a year with top end specs, it creates more demand, rather than 2 top rangers! Oh did I say improved camera software implementation and marketing strategy. Plus making the iteration of Nexus would help. The only company that truly innovates but since the days of the X10 has got actual implementation badly wrong!

posted on 01 Nov 2014, 06:08 4

55. Djz89 (Posts: 260; Member since: 25 Aug 2014)


What? Z3c is the cheapest of all non Chinese high end phones.

posted on 01 Nov 2014, 03:18 1

51. ArtSim98 (Posts: 3535; Member since: 21 Dec 2012)


Are Xperias really so expensive in other countries? Because in Finland they are the same price as any other android flagship and cheaper than iPhones...

posted on 01 Nov 2014, 08:50

66. laughmi (banned) (Posts: 283; Member since: 28 Oct 2014)


In India Sony's mid rangers + high enders are priced above competition. Even more than Samsung and much more than Motorola. let alone Xiaomi etc.

posted on 02 Nov 2014, 08:20 1

84. Miracles (Posts: 560; Member since: 31 Aug 2013)


Sony has big name in India, but the public wants low pricing...therefore the public ends up buying junk phones that Samsung and Chinese companies release at low price.

posted on 02 Nov 2014, 22:18

90. cireyaj15 (Posts: 30; Member since: 06 Jan 2014)


thats the case here in philippines its so pricey maybe because of high taxes.

posted on 01 Nov 2014, 07:36 3

59. dimas (Posts: 1808; Member since: 22 Jul 2014)


True. Their midrange phone pricing can really discourage people in the developing country to buy their handsets. Most people would just go buy Micromaxx, Xiaomi, or other local brands that is right for their budget. Sony's flagship phones cost are justified for their build but they should stop producing mid range phones if they don't sell well. Right move on Samsung to reduce production of their mid range and I hope Sony will also do that.

posted on 31 Oct 2014, 16:33 1

3. InspectorGadget80 (unregistered)


i hope this new CEO focus on U.S. marketing.

posted on 31 Oct 2014, 16:35

5. Kishin (Posts: 704; Member since: 30 May 2013)


That be cool.

posted on 31 Oct 2014, 19:35

22. Miracles (Posts: 560; Member since: 31 Aug 2013)


Get rid of their mid rangers to market high end in europe and US. Then flood developing countries with low end....that ight do it.

posted on 01 Nov 2014, 07:43

61. dimas (Posts: 1808; Member since: 22 Jul 2014)


Even their 'low end' phones are not that cheap compared to the $35-50 local brands sold in developing countries. Their competitors are the OEMS producing cheap handsets that is sold to distributors on per kilo basis and that's where Samsung and Sony are hurting the most.

posted on 02 Nov 2014, 08:23

85. Miracles (Posts: 560; Member since: 31 Aug 2013)


I know what you mean...but the low end are also up to Sony standard. People in developing countries want low price..that hurts big names like Sony...but I dont think Sony to should degrade their quality standards for low pricing...it would hurt.

posted on 31 Oct 2014, 16:35

4. Kishin (Posts: 704; Member since: 30 May 2013)


Just wait and see.
http://www.phonearena.com/news/Sony-to-replace-the-President-and-CEO-of-its-Mobile-Communications-branch_id62329

posted on 31 Oct 2014, 20:58

29. Martin_Cooper (Posts: 1368; Member since: 30 Jul 2013)


Things dont change over night. Big changes in tech companies take years. If this new CEO is some kind of miracle you wont see any miracles for 1-2 years at least. Until then what will be left on sony's mobile division? Not much I would say.

posted on 31 Oct 2014, 16:36 3

6. TimCook (banned) (Posts: 450; Member since: 23 Oct 2014)


When it comes to mobile devices Korean tech is killing Japanese industry

posted on 31 Oct 2014, 16:49 5

7. ArtSim98 (Posts: 3535; Member since: 21 Dec 2012)


Not that the devices really are even better though.

posted on 31 Oct 2014, 17:14 12

10. JakobXperia (Posts: 2; Member since: 31 Oct 2014)


It's no wonder that the Koreans have such a huge profit, selling that overpriced plastic. But the Japanese know that quality matters.

posted on 31 Oct 2014, 21:07 4

33. SonyFindOneDroidple (Posts: 773; Member since: 11 May 2013)


quality? i thought xperias have been hounding by so many hardware and software problems? they r just starting to build quality devices, even in software with that light UI and fhd stutters more than note 4 w/ QHD and heavy UI. look at their software optimizations to turn their own sensors behind what sammy can do. :)
in terms durability, well I hope everybody has already learned their lessons that plastics seem to be sturdier than anything else.

posted on 03 Nov 2014, 06:10

92. Djz89 (Posts: 260; Member since: 25 Aug 2014)


No, then you heard wrong. Not more or less issues with xperias

posted on 02 Nov 2014, 08:25

86. Miracles (Posts: 560; Member since: 31 Aug 2013)


This guy gets it.

posted on 31 Oct 2014, 18:38 6

18. bur60 (Posts: 821; Member since: 07 Jul 2014)


Have you ever seen how Korea is financially? EVERYTHING is either Sammy or LG there. They run Korea. Now Sammy even runs the world, so to speak. They have a very smart marketing strategy

Im not talking about phones. Everything in houses made by either Sammy or LG, every company is partnering up with Sammy or Lg.

posted on 31 Oct 2014, 21:10 3

35. T.Law (Posts: 413; Member since: 10 May 2014)


I use LG shampoo. Lol

posted on 02 Nov 2014, 06:32 2

78. epdm2be (Posts: 451; Member since: 20 Apr 2012)


"They have a very smart marketing strategy"
So flooding the world with consumer crap is nowadays a "very smart marketing strategy"?

How far Samsung have become, from low cost crappy TV's, VCRs and run-of-the-mill microwave ovens to "very smart". The weird thing is that their products are still mediocre at best but today man+dog perceive Samsung as "high End" or "High tech" even.

Unfortunately my recent experiences with their shoddy Galaxy's (a brand new Galaxy S4 GT-9515 at that), their unwilling support line and their appointed incompetent and imbecile repair-partner (DynaFix); confirms my above statements.

Samsung was crap in the 80/90's and they're still crap in 2014.

posted on 08 Nov 2014, 11:12

93. bur60 (Posts: 821; Member since: 07 Jul 2014)


Don't get me wrong dude! I completely agree with you. It is a smart MARKETING strategy, because they feed the people with BS and the people still WANT it. You have to be smart to do that.

A little bit psychology : Samsung raped the word "smart" by labeling everything with smart, humans want to be associated with the word smart, so they buy "smart" products.

posted on 01 Nov 2014, 07:47

62. dimas (Posts: 1808; Member since: 22 Jul 2014)


Because Samsung have the machinery. From medical insurance to construction firms, they are South Korea. But having a great marketing structure doesn't mean that their devices are top quality.

posted on 31 Oct 2014, 17:00

8. realjjj (Posts: 357; Member since: 28 Jan 2014)


They might want to be the 3rd smartphone maker but with 3% share it will be hard to be in top 10.

posted on 31 Oct 2014, 17:07 4

9. brrunopt (Posts: 742; Member since: 15 Aug 2013)


Microsoft is almost overtaking Sony, 9.3M ...

posted on 31 Oct 2014, 17:16 1

11. sip1995 (Posts: 1544; Member since: 07 Feb 2014)


Indeed....

posted on 31 Oct 2014, 19:04

19. pyradark (Posts: 821; Member since: 10 Jun 2012)


The only problem with Microsoft is they only sold midrange to cheap one. Even they sold the same million of unit, sony still higher in profit due to they sold more high end than Microsoft.

posted on 31 Oct 2014, 22:56

44. muhsen (Posts: 280; Member since: 07 Jun 2012)


Not true according the reports coming from both Ms and Sony. u can see from the above info is that mobile unit is the huge contributor to the loss for sony, while the mobile unit for MS has brought profit to the company (2.6 billion dollars revenue). Also, over all MS ( it has just surpassed google in Market capital) is miles away bigger than sony in terms of cash so they can spend as much as they want on the mobile unit.

posted on 01 Nov 2014, 07:13

57. pyradark (Posts: 821; Member since: 10 Jun 2012)


2.6B for microsoft, 3B for sony. Which should be 4B like last year.

posted on 31 Oct 2014, 19:51 2

25. Liveitup (Posts: 1798; Member since: 07 Jan 2014)


Actual 10.5 million WP were sold last quarter. 9.3 of them were Lumias.

posted on 01 Nov 2014, 02:31

50. brrunopt (Posts: 742; Member since: 15 Aug 2013)


last time i checked Microsoft only owned the Lumia range , not the rest...

af for the total number for WP , i'm waiting for IDC numbers...

posted on 31 Oct 2014, 17:21 10

12. darkkjedii (Posts: 19402; Member since: 05 Feb 2011)


I've said it a million times. Only 3 brands matter: 1. iPhone 2. Galaxy S 3. Galaxy note. The rest simply fill in the pie.

posted on 31 Oct 2014, 17:27 1

13. Neo_Huang (Posts: 1067; Member since: 06 Dec 2013)


4. Xiaomi 5. Huawei 6. Lenovo

posted on 31 Oct 2014, 17:53 3

15. darkkjedii (Posts: 19402; Member since: 05 Feb 2011)


Sorry, but no, those don't matter. See post 12.

posted on 31 Oct 2014, 20:48 2

28. joey_sfb (Posts: 5236; Member since: 29 Mar 2012)


darkkjedii, shall we see how the three china brands are irrelevant in the coming months?

XiaoMi is already the third world largest smart phone manufacturer overtaken LG, Lenovo and Huawei.

I already plan to get both Lenovo and Huawei phone to tried out their UI.

posted on 31 Oct 2014, 21:01

30. Martin_Cooper (Posts: 1368; Member since: 30 Jul 2013)


Thats cause they are dominating Asia. They wont dominate Europe and USA for years to come. Its really hard and expensive to ship millions of phones to EU/USA, make support in each country, marketing in each country. Software updates. Something they dont worry much in Asia as it seems having fast android updates or any android updates at all is nothing and no one cares unlike here. There is a reason LG/SAMMY and every other big company that support WORLDWIDE and not only ASIA have phones priced more than the Chinese brands.

posted on 31 Oct 2014, 21:28

40. joey_sfb (Posts: 5236; Member since: 29 Mar 2012)


Like I said we shall see. China is no South Korea let see how the US companies that want to do business in China bully Chinese companies.

I not only like Xiaomi hardware but also prefer their miui over touchwiz. They also have no third parties bloatware in their ROM. They are originally rom developer so they understand the consumer mindset better.

posted on 02 Nov 2014, 06:47

79. epdm2be (Posts: 451; Member since: 20 Apr 2012)


These chinese brands will have a hard time to attract European and US consumer confidence. If Samsung and Sony are already failing (which they don't seem to understand) how the hell can they (with even far worse after-sale support if any) will ever get consumer confidence is beyond me.

Sony used to have a reputation of being very good products at higher but still reasonable prices. Today Sony's reputation is gone to hell due to crappy products, shoddy repair-services (Dynafix), and no proper after-sale support. Then the fact that their products are never "complete" (there's always something amiss) and no upgrade cycle for the majority of their stuff makes it worse and worse. The latter seems to be changing but I reckon it's "too little too late".

Also these Chinese brands don't understand that European prices in particular are very inflated due to excessive taxation and therefore not as cheap as they are in mainland China or India. The value of these Chinese devices is exactly because they're cheap but what if they're suddenly 30% more expensive in other parts o/t world? People do expect more in return for higher prices (better after-sale/repair service for instance). These companies can't deliver that! They can only flood the market with low-cost copies of brand-products.

It sure will be interesting. Long standing well-known brands (even former crappy cheapskates like LG/Samsung) against Chinese nobodies.

posted on 31 Oct 2014, 21:21 1

38. LGisgood (Posts: 833; Member since: 23 Jun 2012)


for the 3q 2014

1 Samsung
2 Apple
3Motorola/lenovo
4Xiaomi
5LG
6Huawie

posted on 01 Nov 2014, 00:29

47. laughmi (banned) (Posts: 283; Member since: 28 Oct 2014)


Agreed!!

posted on 01 Nov 2014, 07:53

63. dimas (Posts: 1808; Member since: 22 Jul 2014)


Hi Mr. Protein shake! You've said it a million times and your also proving your stupidity in same quantity. Just because phones don't sell good it doesn't mean that it's not a good phone. Nokia have good build but they're trailing the sales report. If your a person who only see the good in the device because of sales report then congratulations, you're one of those suckers getting duped by marketing spin doctors. And just admit it, iPhone was great during the versions 4s and lower, the rest just sucked your money like a vacuum cleaner.

posted on 01 Nov 2014, 12:59

74. darkkjedii (Posts: 19402; Member since: 05 Feb 2011)


Didn't say the others weren't good phones. I clearly said "the rest simply fill in the pie". Re read post 12, and man I love a good protein shake. Optimum nutrition gold standard 100% whey, banana cream flavor is my fav :D

posted on 31 Oct 2014, 17:32 3

14. trqster (Posts: 90; Member since: 17 May 2013)


With the big screen iPhone 6 & 6+ the number 1 will just keep on getting even more #1... The competition doesn't stand a chance...

posted on 31 Oct 2014, 18:05 2

16. Sauce2 (banned) (Posts: 199; Member since: 21 Oct 2014)


Exactly. What Samsung had to offer people that Apple didn't, Apple now has. This is going to hurt companies.

posted on 31 Oct 2014, 19:35

23. MEeee (Posts: 330; Member since: 19 Oct 2011)


Android and freedom.

posted on 31 Oct 2014, 21:04 2

31. Martin_Cooper (Posts: 1368; Member since: 30 Jul 2013)


Freedom? You are talking like owning an iphone is being a hostage. What more you need from your smartphone than to have everything run smoothly, lots of apps and games? Change wallpaper and move icons? What more you need? Most of non tech people dont care for android "freedom". They buy them cause in that price range there isnt anything better. I bet you on my life if Apple ever decided to make mid range and low end iphones that run the latest iOS smoothly and support for at least two years they could dominate worlwide. But they wont ever do that cause they are making more money with just two very expensive phones.

posted on 31 Oct 2014, 21:42 2

42. romeo1 (Posts: 703; Member since: 06 Jan 2012)


Younare an idiot if you'd bet your life on a sure loss.
The main reason people are buying apple products is because it's expensive. They only have high end "priced" phones. People love to have something from apple because its "premium". Its like buying an audi a3 instead of a golf.
If apple made cheap stuff they lose their status

posted on 01 Nov 2014, 08:50

67. Sauce2 (banned) (Posts: 199; Member since: 21 Oct 2014)


You called someone an idiot…. Then shortly after you contradicted yourself… Lol jeez. People these days need to stop skipping school.

posted on 01 Nov 2014, 09:28 1

68. romeo1 (Posts: 703; Member since: 06 Jan 2012)


How is it contradicting if im saying that the only way apple makes money is by having a "premium" status. With low/mid end phomes they would lose that status.

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