Sony aims to become world's third largest phone maker, grab 20% of Android sales

Sony aims to become world's third largest phone maker, grab 20% of Android sales
Sony Mobile Communications is a brand new company formed after the Sony Ericsson split, but it has the Sony brand and the ambition to become the world’s third largest phone maker “not in 10 years’ time, but a lot sooner.” Currently, Sony Mobile has a 6.5% to 7% of the market by value.

Sony head of sales and marketing Dennis van Schie hopes the company would be able to capture 20% of all Android sales, currently dominated by Samsung, with a huge combined presence of ‘other’ Chinese white box makers.

All of this will allegedly be possible because of the huge synergies emerging after the Sony Ericsson split. The Swedish Japanese joint venture existed from 2001 to 2011, and brought some iconic handsets, but could not leverage Sony’s key technologies.

The situation has changed radically since the new company was formed.

“Even if we thought we were part of Sony, all the hard-core technological assets that were available—applications, services, the hardware, like the sensors—were not really made available to us,” van Schie said. “It was not a competitive advantage at that time. Now it is. It clearly is.” 

The executive said a screen made for Sony’s TV business “was optimized for mobile” just six months later. Also, Sony Mobile now allegedly has early access to its parent company’s camera sensors used by many in the industry.

Dennis van Schie

Dennis van Schie

“Where we leverage—and this is a big change from the past—the sales and marketing infrastructure of Sony. For example, in India. I was responsible for product development on the technological side at Sony Ericsson. We had a team of 25, 30 people, and to get to the mom-and-pop stores out there in a massive, complex and vast country like India is very risky.”

With those R&D and sales synergies, Sony Mobile might well achieve its goal. It’s scored solid growth in the past few quarters, and in just a couple of weeks we’ll see how it did in the third quarter of 2013.

source: WSJ

FEATURED VIDEO

47 Comments

1. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Good luck Sony, I love Xperia.

2. Dastrix unregistered

Xperia is awesome! Sony is awesome! GO SONYYYY!!

4. HansGoneInsane unregistered

Sony is a great company. I wish them much success. I hope they kick Samsung's butt so that it hurts! Samsung tries to destroy innovators like Sony. Its time to strike back :)

12. Dastrix unregistered

So true mate! Sony makes better phones than Samsung for sure. I wish Sony beats Samsung one day. It's enervating to see that innovative companies like Sony do not get the recognition they deserve in the market while Plastisung eats up the good OEMs. Now Sony and others suffer because of that... It's really sad that HTC is on downfall. Where's our world heading?

25. dmn666

Posts: 244; Member since: Oct 19, 2011

It's time for Sony to stoop down and copy from poopsung for the first time- increase your marketing budget. More importantly, they need to have their phones offered by more carriers in the US. It's a huge market they can't ignore anymore if they seriously want that much market share. Good luck.

33. softfurryanus

Posts: 232; Member since: Jul 09, 2013

They certainly shouldn't copy design, but marketing, yes, prices, yes, and they NEED to stop ignoring the US. I honestly find this article kind of funny because as much as I like Sony, they just aren't doing this right...

36. buccob

Posts: 2948; Member since: Jun 19, 2012

I agree completely with you... Sony can make great designs, beautiful phones, useful software... But their marketing is lackluster... They need to create awareness...

26. rd_nest

Posts: 1656; Member since: Jun 06, 2010

Typical butt hurt fanboys. They deserve what they get. Nothing more, nothing less. Do you want to talk about number of patents each of them have and R&D budget? Uneducated troll..

28. dmn666

Posts: 244; Member since: Oct 19, 2011

Aww - number of patents? Educate yourself on patents first. Companies like poopsung set an annual patent target for its employees and end up with a pile of sh*t every year. Their patents are so useless that that can't even defend against Apple that started making phones few years ago and Samsung's R&D budget is a bigger joke that mostly includes the cost of making dumb manufacturing factories. Wise up, little fool.

30. jdoee100

Posts: 334; Member since: Jun 04, 2013

"I hope they kick Samsung's butt so that it hurts!" "Plastisung" "butt hurt fanboys" "poopsung" Is this a contest to see who can be more childish?

7. KParks23

Posts: 719; Member since: Oct 13, 2010

They need a phone on Verizon.. So i can buy it!

10. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Patience is what you need. If you really can't wait, buy it unlocked.

17. JS132

Posts: 17; Member since: Oct 03, 2013

I would also like to see a Sony phone on Verizon, but they do not currently offer a phone, unlocked or not, that is compatible with Verizon's network.

18. KParks23

Posts: 719; Member since: Oct 13, 2010

I dont think the unlocked phones will work on Verizon.. Id be buying full retail to keep my unlimited data anyway.

3. amansingal14

Posts: 309; Member since: Sep 08, 2012

with phones like Z1 and Z1f (or mini), it can do it, but LG will do it sooner due its intial popularity and you'll find yourself replacing Apple or Samsung later on.

5. UnlimitedSkye03

Posts: 273; Member since: Apr 27, 2012

Sony just got its mojo back :) they can do it :)

6. seefo21

Posts: 8; Member since: Oct 15, 2012

Sony is a great company but it UI need more work its kind of ...... over dark

9. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

IMO, There's nothing wrong with Sony's UI. But I hope they will change their boot up animation, I'm not saying that it's bad, but I just want to see something new. I hope they will make a new boot up animation in Android 4.4 KitKat update. Here is the current boot up animation on Xperia devices.http://www.youtube.com/watch?v=z03VVfX-cMs

29. DONUT

Posts: 436; Member since: Jun 27, 2013

i think Sony's UI is one of the best out there, simple and nice. the "darkness" i find, adds character

43. KParks23

Posts: 719; Member since: Oct 13, 2010

And saves battery

47. DONUT

Posts: 436; Member since: Jun 27, 2013

not really, Sony doesnt use amoled screens for their phones, so the battery drain is the same from the display whether its white or black background

8. Googler

Posts: 813; Member since: Jun 10, 2013

If they build phones like they do tablets, bring it on. I own the Z tablet and am completely impressed, don't own a Sony phone so not sure.

11. thachlel

Posts: 75; Member since: Apr 20, 2012

Sony android phones are pretty nice design but only thing I don't like is its LCD screen is looks gray when a little angle tilt. Screen is most important to me!!!!!

13. boosook

Posts: 1442; Member since: Nov 19, 2012

So now we know it probably happened like Microsoft with Nokia: Sony made the joint venture with Ericsson, but their plan was, from the start, to buy the whole business. That's why they didn't give SE their best technologies: they weren't interested on SE succes. Quite the contrary: they were probably hoping for a failure. Unfortunately, there were some smart guys in Ericsson, who even managed to survive the iphone earthquake. So it took them 10 years to buy them...

27. Finalflash

Posts: 4062; Member since: Jul 23, 2013

Negative commander. They made this pact way back before modern smartphones. The deal was great for the pre-smartphone era as it made them one of the best in the phone business. Unfortunately the limitations did not translate well to the modern smartphone game and actually haemorrhaged them. So now they have adapted it to the new model (after a very big restructuring of the main company) and are hopefully back in action. But MS are still A-holes, they meant to do that.

14. Apoorvtheman

Posts: 46; Member since: Jun 25, 2012

Xperias have all the practical features not the bloatware like Samsung but they need ti improve camera and have stylus software like galaxy note and they are the new winners

15. Penywyz

Posts: 255; Member since: Aug 13, 2013

I'd love to see Sony Z phones and Tablets on "Big Red"

16. DLanor1107

Posts: 31; Member since: Apr 01, 2013

elegance + innovation + powerhouse = SONY

19. _Bone_

Posts: 2155; Member since: Oct 29, 2012

+ lag + bad viewing angles + horrible camera post-processing. I had my fair share of negative Xperience with the Z so I know exactly what I'm talking about, it's cool to have waterproof coating, but there are faster, smoother and far better handsets out there with more screen dominance and better utilization of Sony's excellent Exmor RS.

40. Professor

Posts: 223; Member since: Aug 02, 2013

+ dismal battery life...

Latest Stories

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.