Report: Sony might exit its smartphone business if 2016 doesn't produce a profit

According to a new report, Sony Chief Executive Kazuo Hirai is giving the company's Xperia smartphone line one more year to prove itself. If the division doesn't break even, or post a profit in 2016, the executive has hinted that there are "alternative options" for Sony including exiting the business altogether. The red ink that Sony's mobile division is expected to spill this year has risen from $310 million back in April, to a more current forecast of $480 million...
This is a discussion for a news article. To read the whole news, click here

139 Comments

121. benno

Posts: 94; Member since: Apr 17, 2015

Sack the idiot that keeps "designing" ugly glass boxes and calling them phones. That might help. Great hardware horrible design is not a good company motto.

122. Branson28

Posts: 55; Member since: Mar 26, 2014

So disappointing to see Sony's marketing team fail so miserably. I love Sony phones, I've owned the Z2 since it was out and plan on getting the Z5 or Z5 Premium but seriously no one here in the U.S even knows that Sony makes phones. I work at AT&T and no customer that walks in ever has any idea that Sony makes smartphones. People always love my phone when I show them its capabilities, but no one is willing to jump thru the hoops of getting one. they'd rather it be there in the store (of course) and get it on a normal upgrade. Unfortunately, they're nowhere to be found in U.S shops. And I'll be damned if I ever see a non tech-geek go online and specifically look for a phone to buy it, wait for it, and finally bring it back to the store just to activate it when they can get a Samsung, Apple, or even LG right in store and those are "just as good" to them. Sony will fail unless they can get a legit budget for pushing their smartphones. Maybe even get a few big name celebrities to show off Sony phones. I honestly don't even see them TRYING with their marketing of their mobile division. Its extremely depressing.

123. Elfmonster unregistered

This premium phone seems like Phone of the Year to me, although I obviously haven't handled it yet. Or maybe the blackberry Android is phone of the year. Not that the edges aren't super cool. 6p could be, too. I am all over the map.

126. Logical_Motion

Posts: 5; Member since: Jan 15, 2015

guess sony couldn't take the heat...

127. SonyPS4

Posts: 347; Member since: May 21, 2013

Heard this since 2013 but still worried. If Sony did leave smartphone business I will go with Apple. No reason buy android anymore.

128. Sealblaighter

Posts: 418; Member since: Jan 26, 2014

Honestly, I believe Sony is not going to exit. They will going to be more popular.

133. Modest_Moze

Posts: 184; Member since: Mar 23, 2015

NOOOOOO!!!!!!!!!!!!!!!

135. Comicgeek300

Posts: 21; Member since: Sep 22, 2015

How sad...

136. ILikeBubbles

Posts: 525; Member since: Jan 17, 2011

I hope not.. A 5" - 5.2" xperia z6 copy of the current z5 with snapdragon 820 instead.... Pretty much my ideal phone right there. I was really hoping to go for the z5 but with the 810 I just can't do it. I Do hope they stay in the game though.. As much as I appreciate all the newbies jumping in the game bringing flagship specs for midrange price... It'd be a shame to let all the veterans die because of it.. Htc is already tragic enough, they've been my favorite oem aesthetically since the beginning.. Sony is only a 2nd choice for me.. And as popular as even Samsung is, even they're struggling.. The users are clamouring that these giants just aren't keeping up but... Why are we allowing this? Do we really want every oem to be Chinese? Not that China isn't putting out good phones but at this rate it has potential.. And for those who believe no one can give them what they want... Well get an iPhone or a feature phone...

141. Bossco7775

Posts: 1; Member since: Oct 24, 2015

Im looking forward to getting my hands on the upcoming Z5. One of the big features for me is the PS4 remote play feature, the 4K display, and the processor. I agree Sony needs to tweak their marketing strategy however. The PS4 remote play should be featured more prominently. Start by advertising through the PlayStation Network. Beam advertisements to every PS3 and PS4 on the network. Offer a rebate to confirmed users who buy the phone. Have contests to get a free PS4 game controller, or one of Sony's new smartwatches. Get the gamers business. Next, use the might of Sony to buy a controlling interest in a major provider in the U.S. and Canada, and ink as many deals as you can with the other providers.

142. Branson28

Posts: 55; Member since: Mar 26, 2014

Let's partner up and become Sony's new marketing strategists. We could be legendary tbh.

* Some comments have been hidden, because they don't meet the discussions rules.

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.