Sony hopes 5G will turn its Xperia brand into a sustainable business by 2020

Sony hopes 5G will turn its Xperia brand into a sustainable business by 2020
Sony has announced plans for its mobile unit to be a sustainable business by 2020. After a recent report hinted at Sony moving away from the smartphone business entirely, it appears this is not the case. During the unveiling of the brand's mid-term update for 2018, the company’s new CEO detailed the future of the Xperia line, admitting that product improvements have not been fast enough in recent times.

Highlighting the company’s recent sales decline, the Japanese brand noted that these have often missed expectations, ultimately affecting the mobile unit’s revenue significantly. And, despite significant cost-cutting measures in the hope of counteracting this, Sony did note that there has also been a sharp rise in component costs for the business in recent times, something that has played a part in the company's new goal of having a “lean, agile” mobile division by 2020, “without an excessive focus on revenue and units sold.”

Going forward, the Xperia brand’s objective will be rolling out 5G technology to consumers across the globe in a profitable manner. These mobile offerings will then be combined with the company’s other products and services that are capable of taking advantage of 5G in the hope of adding value to the new technology. Together, this strategy should help improve efficiency when it comes to rolling out 5G across different consumers markets. In addition, Sony has also announced that Europe will play a major role in the future of its smartphone business. Specifically, it confirmed that it will be creating various “strategic partnerships with operators” that will then be combined with an improvement of traditional sales channels.

source: Sony via: Xperiablog



1. kabiluddin

Posts: 278; Member since: Feb 28, 2015

I told about this exact same thing in the previous Sony article. So I'm going to say I told you so. Good Job PA for banning racist idiot Sunbae-min aka Hallyu aka SuperNova aka Trojan_horse aka peacetoall and other countless accounts he created here. Next time ban his account as soon as he opens a new one here.

2. paceman

Posts: 38; Member since: May 23, 2013

Sony needs to reduce the bezels, bigger batteries, 3.5mm headphone jack and set the prices under the biggest players. Good luck Sony! I would buy a Sony Phone if it was more modern.

10. Feanor

Posts: 1389; Member since: Jun 20, 2012

One thing they don't need is bigger batteries. The XZ2 series are battery champions in all tests. I believe the XA2 series is doing pretty ok with battery life too. Bezels are also relatively thin considering that the stereo speakers are front facing. Usually bezeless phones have one speaker or one of the two speakers facing down.

17. Ellio74

Posts: 74; Member since: Mar 22, 2018

I don't understand this "bezel" obsession... Could someone explain me what it is about? I doubt you'll find more modern than 960 FPS at 1080p recording, 4K HDR, Near-HDR upscale, etc. The only missing thing is the HPJ.

3. Sparkxster

Posts: 1240; Member since: Mar 31, 2017

I hope to see Sony doing better.

4. Stormrider

Posts: 67; Member since: Aug 30, 2016

Sony has been on the decline since the Z2, their last decent, standout phone, each subsequent phone is a literal downgrade.

7. hafini_27

Posts: 951; Member since: Oct 31, 2013

I would say things really went down hill after the Z3. The X line is probably the worst one. Then even though I enjoy my XZ Premium, the XZ line feels pretty mediocre.

9. adibuyono

Posts: 50; Member since: Mar 29, 2017

Using XZ Premium. Has totally similar though like you do. Enjoy XZ Premium alot, but still the software is quite buggier. Hope Sony can squash all those annoying bugs.

14. buccob

Posts: 2975; Member since: Jun 19, 2012

Well, having had the Xperia Pro, Advance, Acro S, Z1C, Z3C, X and XZ... I would rank the Acro S, as the best from its time and also the best built (even if it was all plastic) The Z3C has the best battery life for its size, and performance was awesome, but build quality, specially the digitizer/glass merge was a total failure (this applies to the Z1C too) But now my wife using the X and i using the XZ i would rank them as having a great build quality, awesome design (apart from the bezels) and good enough features... With just ok battery life and goo cameras. The only downside for me is the 3GB of RAM that feel limited in recent updates... But the price drop of the X line soon after release made them very enticing and worth it... Also my wife is extremely happy with her Xperia X. The first one was the US version that I had to flash to enable the fingerprint scanner, but someone stole it from her, so we bought a second one, European version... Still happy

20. hafini_27

Posts: 951; Member since: Oct 31, 2013

By worst I mean at the time of its launch. The X had a mid-range processor but carried a flag-ship price tag and then got price cut repeatedly.

18. Ellio74

Posts: 74; Member since: Mar 22, 2018

I had both the Z3 and Z3+, and now XZ Premium. The best of those 3 phones for me is without a doubt the XZ Premium, it's refined in every possible way, love it.

11. Feanor

Posts: 1389; Member since: Jun 20, 2012

I also think that the Z2 was an underrated masterpiece. Clearly the best phone of its time, way ahead of its Samsung competitor, the S5.

16. Humanoid

Posts: 1226; Member since: Dec 11, 2017

Z3 was better than Z2 at everything. Except too cold screen.

21. Stormrider

Posts: 67; Member since: Aug 30, 2016

Screen brightness and maximum ISO was better. Battery size and life was a downgrade.

5. fyah_king unregistered

You know you are struggling when the iPhone is #1 in your country.

6. hafini_27

Posts: 951; Member since: Oct 31, 2013

Personally, I like the blocky design from Sony even if it is considered to be obsolete when comparing to the bezeless trend. If Sony somehow managed to bring out something like the Vivo Apex, I would buy it in a heart beat.

8. Nimbus

Posts: 442; Member since: Apr 02, 2018

I hope Sony continue making good smartphones,there should be only 2 midrange phones with availability & specs/price wise for consumers so it can become dominant,popular.There Flagship are good but they need to make more changes to their phones design with minimising bezels chin and top without notch and make some new visual changes to their xperia UI and icons so it look fresh with new phones design and bring back 3.5 jack.

12. dimas

Posts: 3382; Member since: Jul 22, 2014

Oh Sony, when will you realize that your pricing and design are the things holding you back from making mobile money? 2018 and you still don't know how to please the tech community.

13. medtxa

Posts: 1655; Member since: Jun 02, 2014

What I think requirement to compete at top is claims of 'best camera' even if its only in advertisment. Sony phones never have been recognized having 'the best camera'. So that beside obsolete recycled design.

15. Xperia14

Posts: 1208; Member since: Sep 01, 2015

Bring back the jack and FM radio as well.

19. ryq24

Posts: 875; Member since: Oct 17, 2011

Sony should start by pricing their phone more competitively. And improve the specs. Then fire the person who design the XZ2.

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