Sony lowers Xperia shipment forecasts following worst quarter ever

Sony lowers Xperia shipment forecasts following worst quarter ever
The Sony Xperia 1

Sony sold a whopping 40 million smartphones in fiscal 2014 but recent struggles mean that just five years on the company is removing an entire zero from its latest shipment predictions.

Despite initially forecasting sales of 5 million units for the 2019 financial year (April 1, 2019 – March 31, 2020), Sony has now revised its predictions down to 4 million units following an absolutely terrible quarter in which it sold just 900,000 smartphones. The figure represents a record-low for the company and also the first time it’s sold less than 1 million smartphones in a quarter. To add further perspective to the matter, just twelve months earlier Sony managed to sell a decent 2 million devices.

Sony didn’t have any major launches for the first two months of the quarter and instead relied heavily on sales of the Xperia 10 and Xperia 10 Plus, but towards the beginning of June the Japanese brand did launch its latest flagship – the Xperia 1 – in most international markets. The smartphone was frequently listed as out of stock in many markets which ultimately suggested demand was high. However, the company’s latest shipment figures suggest that, in actual fact, supply was simply limited.

While it’s unclear how much money Sony’s smartphone division lost last quarter because it no longer provides a separate financial report for the business, Sony has previously warned that profitability likely won’t arrive until the quarter ending March 2021. To achieve this, it’s hoping to continue reducing operating costs and boost sales once 5G smartphones start becoming more popular.

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61 Comments

1. Wickedsamaritan

Posts: 83; Member since: Aug 11, 2017

Another HTC company in the making , always going the wrong direction ..

21. cheetah2k

Posts: 2254; Member since: Jan 16, 2011

Exactly. Aside from the fact they've pulled out of key smartphone markets.. TBH, they only have themselves to blame. Zero sympathy here

28. sgodsell

Posts: 7363; Member since: Mar 16, 2013

What was Sony expecting. The dropped all stores in Canada. There was only two carriers that carried their smartphones. Now there is only one.

26. buccob

Posts: 2968; Member since: Jun 19, 2012

As a former Sony fan, and current Xperia XZ user... you are completely CORRECT... I have been disappointed year after year since the good old Z-line days. Removing beloved features, making absurd design choices, and trying to fill extremely unpopular niches, Sony Smartphone division is certainly doomed. On the other hand, I can't wait for the ROG II, but my current XZ is still performing good, so I might need to wait for its "accidental" demise.

54. JoelRaj1002

Posts: 4; Member since: Sep 20, 2016

wow, just like me!

2. PhoneCritic

Posts: 1354; Member since: Oct 05, 2011

Sony and HTC have had it rough the past couple of years. It looks like , As the early auto years, there will be a consolidation of the mobile players to the top three Samsung, Huawei and Apple. So sorry to see this happen but it is a factor of the free market. Sony is still king in sensors so maybe the can just continue to dominate in that area.

3. User123456789

Posts: 912; Member since: Feb 22, 2019

According to haters Sony needs: - notch or hole - iphone x design - artificial looking photos with warm/vivid/saturated colors that are 100000 miles far from real world - get rid of stuff that protects battery of quick charge damages and insert 50W charging - use 19:9 when media content is 16:9 and 21:9 - change UI and make it iOS wannabe (like chinese brands do) - make event in NYC, somewhere with a runway and make it look fashion week instead of tech event like other two brands do.

7. japkoslav

Posts: 1505; Member since: Feb 19, 2017

According to User123456789, you should not use brain while you chose your daily driver and praise the one and holy Sony. Sony is probably the most "stupid decision" company mate, they make Playstations and inredible cameras sure, but smartphones? Speakers? Headphones? Tablets? NOPE.

8. LiveFaith

Posts: 464; Member since: Jul 04, 2015

Sony once RULED the electronics landscape. Those 4 letters alone on any device meant the price went waaaaay up. That is a company that lost it's way and gave away it's leadership worldwide. The last 5 or 6 smartphone flagship designs have looked as disconnected from reality as their reputation proves. I have a day job. And had they called me, I would have gladly let them know before the release of every design that they were headed for failure. This is not surprising.

46. JRPG_Guy

Posts: 144; Member since: Jan 13, 2019

Outside of music, movies and games the company is irrelevant to me

51. Techno4

Posts: 5; Member since: Jul 31, 2019

The law of gravity is what ever goes up must come down! A day to will come when apple/Samsung will struggle but it may not happen in our lifetime but it will as it's inevitable.

11. User123456789

Posts: 912; Member since: Feb 22, 2019

What I mean is that haters want them to exactly what other do. Then same people complain none brings new stuff. I look at 99% of the devices and I cant no longer tell which brand is. People ask for stuff without thinking about compromises or things that are impossible to do physically. You need to choose between 4mm bezel of front speakers, between pop up cam or IP rating , sided fingerprint scanner or edged screen, between very faster charging or more life cycles, between more details or low noise. Complain about bezels of 6mm (top) and 4mm (bottom ) , but praise notches (most have at least 4,5mm) that cut part of the screen. Complain of when camera gives results closer to the reality, which is the purpose of a camera.

17. Guaire

Posts: 886; Member since: Oct 15, 2014

Obviously there are less than 5 million people like you out of 8 billion. Will you save them when their smartphone division gonna bankrupt? Purpose of making a smartphone is being able to sell them. In order to do that you need to understand the market, then made a product accordingly. Your argument is null and void. You can't argue with the results yet you are trying. Consumers votes with their vallet and they made this company irrelevant. End of the story.

22. cheetah2k

Posts: 2254; Member since: Jan 16, 2011

Sony's issues for me arent about their handsets. Its about the fact that they pull out of key markets (Australia is one of those), their support sucks, they release a phone in Feb, yet its not available to purchase until June.. WTF! Sony's phone design is nice, but their sales department need to be fired, and fcuked off

27. buccob

Posts: 2968; Member since: Jun 19, 2012

@User123456789 Well I have been using Xperia devices since the Acro S (then the Z1c, Z3c, X and XZ) and while I love useful features they have introduced, I also hated the fact that they removed A LOT of beloved features that distinguished from the rest, both in the software and hardware aspect of their devices. Removed Features I Miss: - microHDMI (replaced by MHL) - MHL (leaving only miracast as an option for video out, no wired option) - Integrated Power Button / Side Fingerprint Scanner (moved to the back and recently on the side again but separated) - Landyard hole (I absolutely loved using this instead of a case, for preventing drops, specially while taking risky pictures. IE on a high location) now I need to get a case that has the feature - Magnetic Charger (it was a flawed design, but it could have been improved upon. I still have several accessories for it) Replaced for Wireless Charging only AFTER the XZ2, leaving several generations without a secondary charging method - PS3 DualShock controller support (drop in an Android update) Forcing people to use PS4 controller. DICK MOVE. - Small Apps (a quick way to access floating widgets, different than the current split view for multitasking) - Built-in screen recording in the Power Button menu. (Dropped and never replaced, forcing users to get a third party solution, prone to ads or other costs) - 3.5mm Headphone Jack WITH 5 POLE (the wired audio port for Xperia was compatible with Noise Cancelling earbuds that didn't need the processing box). This is what I can remember from the top of my head, and I can understand certain cost-benefits for making such decisions, however many of those features added basically ZERO cost such as keeping the Screen Recorder functionality, or including the landyard hole in the design which doesn't take much space anyway. I will either get a Samsung Galaxy S10e next or the Asus ROG Phone II. The S10e offers a very similar experience to what I currently have (side fingerprint, flat screen, compact design, etc) but the ROG is just nuts... I will wait for user reviews (specially durability)...

30. Kloak

Posts: 82; Member since: May 27, 2018

Completely agree with you on all those points, and i am a big sony fan but as you say there's simply no reason to remove all those options, another one that I liked on my Z5P and its gone from my XZp was the image enhancement, now its only for videos.

29. bodywrecker

Posts: 1; Member since: Jul 30, 2019

They make the best wireless noise-canceling headphones. WTF are you talking about.

44. ahagon1628

Posts: 1; Member since: Jul 31, 2019

Are you serious?? lol At least, Sony’s headphones and speakers have been beset seller in asia market. And also masterpieces like WH series have been selled a lot in America and Europe Moreover, Sony have never made tablets since 2014. You live in the past

10. LAgurl

Posts: 102; Member since: Dec 05, 2018

User123456789 no and no all we need is sony to Bring their phones to US CARRIERS that's all. If they did that u bet people would buy. The truth of the matter is nobody wants to go over the hassle of an unlocked phone. Here carriers don't make it that easy to work with unlocked phones. Some features like volte , wifi calling won't work . Of course they're ways to get them to work but it's too much of a hassle . That would all be solved if they brought their phones to every single carrier here so like that everything works out of the box without a problem.

12. User123456789

Posts: 912; Member since: Feb 22, 2019

They had deal with Verizon until end of 2014. This fight seems to be the first reason Z5 biometry was not enabled in USA and why the CDMA version of Z3+ got cancelled. They were going to sell a Z4v with QHD screen and fingerprint scanner in USA. Sales were bad same way. Not even Motorola have chance against Apple/Samsung in USA. Another foreign company will flop easily.

20. LAgurl

Posts: 102; Member since: Dec 05, 2018

Motorola and LG are doing just fine here I know I have friends working at At&t and best buy. What u talking about? They are deff not as big as Samsung and apple but they are in no way "flopping" especially on metro both Motorola and LG are doing real good because they have a 2 for 1 special . My friend at Best buy tells me those sell like HOTcakes

41. RockStar2005

Posts: 13; Member since: May 28, 2016

Yeah. I never got the impression Motorola (who I USED to work for doing server audits years ago) or LG was flopping either. Though I'd never buy another LG again. Too many issues, and after buying the iFi xDSD amp/DAC, their Quad DAC is no longer a major selling point either. People who I know have Motorola phones seem pretty happy with them. The Vision One looks really nice, esp with that sweet (and familiar! lol) 21:9 ratio screen.

37. RockStar2005

Posts: 13; Member since: May 28, 2016

LAgurl, I completely agree with everything you just said, except for the "all" part. lol They also don't market here in the U.S. for s**t!! It's just ridiculous. I've been a huge Xperia fan for YEARS since the Z3. Had that one (LOVED IT!), the meh X Performance, and tried & returned the XZ3 due to weak camera. (Note: Since the XZ3, it appears ALL flagships from Sony now finally have T-Mobile VoLTE IF you get the U.S. version.) When I saw the Xperia 1 coming, I got REALLY excited after seeing the sweet 21:9 (and 4K HDR) design and the news about the camera upgrade via the Alpha camera interdepartmental integration. But then I saw the camera comparisons......and they WEREN'T good! Plus their idiotic & stubborn decision to use a smaller battery on a 4K PHONE further made it worse because even the 855 couldn't make up for it like the 845 did on the XZ3. I simply couldn't accept this as a viable phone option at $1050 (including tax) anymore, so I unhappily decided to pass on it as well. Sony does LOTS of things right, but also just enough things wrong to make ppl regret ever supporting them in the first place. I seriously think I'm done with them at this point. It's just been one big disappointment after another with them. Meanwhile, Samsung seems to have FINALLY gotten their act together with regards to phone design, audio, and picture color accuracy (per the very recent S10 camera updates). So it's VERY likely that I'll be buying the Note 10+ next month.

16. Guaire

Posts: 886; Member since: Oct 15, 2014

According to "haters" Sony needs whatever market favors. If they have listened to those "haters" they would actually in much better position for sure.

31. Kloak

Posts: 82; Member since: May 27, 2018

I doubt it, its just because of the brand, do you remember how the samsung fans use to hate notches and mocked how ugly iPhones were? Even the own samsung did commercials of that, and now they are using notches and holes on their screens and those same fans who used to mocked that desing now love it, people just buys brands.

38. RockStar2005

Posts: 13; Member since: May 28, 2016

I think that's in part true, but there's more to it than just that. See my post above for more on this.

42. buccob

Posts: 2968; Member since: Jun 19, 2012

Not to defend Samsung unnecessarily, but that particular example is not very good... They mocked notches, but they did something different. The punch hole is a different approach to maximize screen size and, in my personal opinion, it is also better than those huge notches from iphone and copycats... I actually get distracted by both, so I rather have an uniform traditional display without any cutouts, that is why I like the ROG design as well, but I really look forward to the tech with under display selfie cam. No moving parts, no cutouts. The example you should have used is the upcoming ditching of the headphone jack on the note... Or when samsung used to offer replaceable batteries, or even when they followed the glass back design...

45. Kloak

Posts: 82; Member since: May 27, 2018

Its basically a notch that just doesn't cut the entire part, but I mean, its the same lets be honest, and look as bad as any notch, also the midrange phones like the M line use waterdrop notches, the 3.5 jack it's not yet oficial but if happens you will see the same reaction you can bet on that, they suddenly will be ok with it, Sony phones regardles of bad decisions are very good phones but the brand at least on smartphones has no very good reception, in my opinion marketing probably was the problem.

5. pogba

Posts: 110; Member since: Jun 13, 2018

10 bucks says sony mobile will be obsolete in 2025

15. inFla

Posts: 113; Member since: Aug 17, 2018

You're on.

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