Poll: What is it that is holding Sony's lower-ends back?

Poll: What is it that is holding Sony's lower-ends back?
Most of you probably haven't heard yet, but after a period of profitability, Sony has once again revised its financial forecasts for the current fiscal year significantly, and now projects a $1.7 billion loss. That's actually four times more than what its latest forecast indicated ($465 million), and obviously means that things aren't great with its mobile division, which has been essentially singled-out by the corporation as the culprit. According to Sony, the main reason for the loss is lower-than-expected sales of its lower-end smartphones, and despite its Mid-Range Plan (MRB), which aimed to "achieve a significant sales growth". As you can imagine, no such objective was crossed off Sony's list.

Having had the opportunity to get personally acquainted with a number of lower-end Sony devices over the past year, we have an idea or two as to why its devices aren't getting the attention that Sony wants them to. Perhaps the biggest problem continues to be that Sony's pricing model is out of sync with what competitors, especially in Asia, bring to the table. This is only compounded by the fact that the company is having a truly hard time distributing its devices in regions that are likely less sensitive to price (USA). Some would argue that rehashing the same design language over and over again is also problematic, while others, still, would assume that Sony's overly-conservative approach towards skinning Android may be a critical, but not commercial success. And what about you? What would you say it is that's holding Sony's lower-ends back?

Poll: What is it that is holding Sony's lower-ends back?

Price
42%
Design
7.02%
Low resolution screens
10.44%
The conservative, stock-like interface
5.29%
The camera
4.25%
Regional availability
10.09%
Insufficient marketing spend
16.38%
Other - I'll let you know in the comments section
4.53%

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74 Comments

1. spiderpig2894

Posts: 597; Member since: Jan 10, 2012

1. Marketing budget 2. Price 3. Region availability Others: Not so impressive midrange specs.

9. itsdeepak4u2000

Posts: 3718; Member since: Nov 03, 2012

Price and Regional availability are the biggest reasons IMO. And and lack of support for firmware upgrades. Instead of this loss, they should lower the prices as per the competition.

48. buccob

Posts: 2963; Member since: Jun 19, 2012

Agree... in my opinion Marketing is lacking a lot, availability as second, and I have been able to find very good prices compared to Samsung and Apple... but still not as competitive..

68. McLTE

Posts: 922; Member since: Oct 18, 2011

I think the biggest problem Sony has had is with their brand recognition and marketing. We've seen some pretty cool Sony phones, but they are never available on all carriers, or at least haven't been. If they'd put some money into marketing and get SONY out in front of consumers more, that would help.. and make the phones available on all carriers.

70. buccob

Posts: 2963; Member since: Jun 19, 2012

Exactly... I have been saying this for 3 years now... They limit their sales in the US to only retail shops, and online sales... but the average american buy their phones with carriers... It is the opposite of what happen in my country, since we do not get phones to carriers anymore... we mostly buy online, rarely in electronic shops... At the same time marketing has always been a weakness for them... there are so many features I have found on old Sony and Sony Ericsson devices that were never announced nor indicated in any manual... For instance, Wet Tracking tech, and CEC for microHDMI ports... They should find a way to show those type of features in commercials the way Samsung did with all of their gimmick... that helps people know what they can potentially use their phone for.

52. InspectorGadget80 unregistered

Now that's the question everyone should ask Sony MARKETING MARKETING here in the u.s. Not talking bout low end hand sets.

56. Rizchy

Posts: 61; Member since: Jan 17, 2014

Apple and samsung is what is holding sony's lower ends smartphone back. lol

63. buccob

Posts: 2963; Member since: Jun 19, 2012

True, Apple only have low ends smartphones, but with a high end price.

66. Ashoaib

Posts: 3276; Member since: Nov 15, 2013

yup, only apple is successful in selling its midrange phone in high price and profits... sony cant match that

78. GalaxyS5

Posts: 430; Member since: Aug 05, 2014

The Camera, as I've seen with the xperia c and it truly has a terrible one specially the front camera. A Galaxy Grand would easily top it even though they seem to have the same one. It's truly awful. and also, the design is bulky and feels cheaper than midrange Samsungs plus the UI is too brownish and sinister unlike the young active looking UIs out there or the professional chic Sense UI. that's my experience with one phone though, but it does say something anyways. and I repeat what I said many times before, releasing a new model of a same series each few months is catastrophic as the-now-midrange xperia Z is 4 generations old which is bad.

81. funtikar

Posts: 25; Member since: May 05, 2012

Its certainly not impressive, one simple example is the Xperia E1 (2014) vs Xperia M (2013), E1 is atleast priced the same if not more expensive than Xperia M, E1 specs is lower than Xperia M, even design E1 loses, updates? M 4.3 E1 4.4. Really sony? really?. I'm not even sure if any of you guys ever heard of E1(because of... yeah... Region availability). This can easily be elaborated more well okay not that simple

2. mayur007

Posts: 593; Member since: Apr 10, 2012

price and specs they both dont match. specs are less price is too high, also there camera is pathetic, when comparing Samsung 8mp, samsung wins , sony cameras are too avg and they are too overpriced as well

79. GalaxyS5

Posts: 430; Member since: Aug 05, 2014

yes, true, from my own experience .. we've put an xperia c next to a grand the grand easily easily tops it, the camera is awful.

3. boosook

Posts: 1442; Member since: Nov 19, 2012

Price too high for the specs: low res screens and 4GB of internal memory now belong to the $100 price range. Sony seems to have completely ignored that the Moto G has changed the market, bringing hi-res screens and a decent amount of internal memory for a lower price. Have their managers been living on Mars during the last year? Btw, Samsung does the same, but Samsung sells anyway to people who don't follow the market and just enter a shop or a mall and buy the first phone they find. But Sony can't afford to use the same strategy as Samsung, they need to do like Moto did to regain market share: very good specs and few compromises at reasonable prices. SonyEricsson did it in 2011 and they were able to regain some market share. Then, when Sony acquired SonyEricsson and rebranded the phones, they thought they could sell only because of the brand, but people are smarter and apparently know what they're buying.

4. michaelangelo

Posts: 5; Member since: Apr 09, 2014

Ignoring mid-rages device with updates !!!! Karma !!!!! SONY !!!!!! KARMA!!!

5. hnk.1

Posts: 2; Member since: Aug 24, 2014

LACK OF UPDATES BUGGY UPDATES ONLY ONE MAJOR UPDATE MOSTLY WHILE TWO THREE COULD BE EASILY WORKEF OUT LIKE OTHER MIDRANGE PHONES.

6. HugoBarraCyanogenmod

Posts: 1412; Member since: Jul 06, 2014

I'll let you know, it's Japan product and I don't like it

73. Venkatramanan

Posts: 327; Member since: Aug 15, 2014

Go away racist.

7. redmd

Posts: 1926; Member since: Oct 26, 2011

Sony's low end phones are priced too high compared to the competition. Their screen at the low end is an eye sore. And again, they are priced too high.

8. gigaraga

Posts: 1454; Member since: Mar 29, 2013

From the interface to the marketing. Some low end Sony phones aren't particularly good either.

10. faizan-sharif

Posts: 98; Member since: Jun 26, 2013

i reasoned it mainly as the price, but their are other things as well but the final thing or bottom line is still the price as specs , quality and other things does nt match the price that sony asks for

11. alvinching

Posts: 31; Member since: Sep 18, 2014

Sony have to stop making low end smart phone cos too much competitor with low price with good spec.

12. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

They are simply being dominated by Chinese manufacturers and even Samsung will in near future by Android One. They wont stop charging for their brand name.And lowering the charge for brand name will just affect their brand value. This is where AAPL is successful.

14. alvinching

Posts: 31; Member since: Sep 18, 2014

Sony have to change their way of making smartphone waterproof is good but they can change their designs like the htc butterfly 2 that also waterproof without sail the compartment.

15. mercorp

Posts: 1045; Member since: Jan 28, 2012

In Singapore,Sony's midrangers tend to be quite good-that is,if we don't take Xiaomi and Oppo into the equation-.Say we compare the m2 to redmi 1s and t3/c3 to redmi note. All that sony really has to offer are some better camera apps,better design and reliability.Perhaps something like waterproofing (M2 aqua) and other features not seen in this price range (such as IR blasters,stereo speakers,16gb of memory) would help.

17. alvinching

Posts: 31; Member since: Sep 18, 2014

Sony have to be more generous making their phone more gb like 32gb internal memory and expend up to 128gb micro sd.cos nowadays people want more take photos, music and movies.

18. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

The main reason I skipped on them back in the day was their underperforming camera, and as far as I can tell the situation is still the same...

19. kimihiro

Posts: 24; Member since: Sep 18, 2014

not so competitive specs and I feel like the design is not that appealing to the low end crowd. Plus that pathetic "world's best" marketing campaign. They have to ditch it.

20. alvinching

Posts: 31; Member since: Sep 18, 2014

I think sony have to learn from Samsung one year two types of smartphone one high end smartphone size 5.2 inch to 5.5inch set around arpril and one like the bigger 6.4inch to 7 inch set around September.

26. marcski07

Posts: 600; Member since: Apr 25, 2014

it's about lower ends smart phones. :)

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