Sony has a new goal: become world's third phone maker after Samsung and Apple by going downmarket

Sony has a new goal: become world's third phone maker after Samsung and Apple by going downmarket
Sony Mobile's head Kunimasa Suzuki is not shy when it comes to dreams for world dominance. He said at a roundtable briefing in Tokyo today that Sony will be looking to surpass the Chinese juggernaut Huawei, and climb to occupy the third place in smartphone volume shipments, from the current fourth.

A pretty bold statement, considering the cheapo Androids that the Chinese sell by the boatload in that populated country of theirs. Moreover, Sony last year mentioned it will focus on a high-end, high-margin handsets more, but that strategy seems to be out of the window now.

The tactic is apparently placed on making affordable handsets for emerging markets, and, something tells us, this shift has come right after Sony decided to start churning out phones with Firefox OS at rock-bottom prices. The annual race is still in its early stages, and anything is possible, so all that is left for us is grab the popcorn and wait to see if Sony can pull it off.

source: Reuters



1. emadshiny

Posts: 1144; Member since: Dec 05, 2012

the first thing to do to reach their goal is to bring competitive feature phones and mid-range ones. it will be difficult to do so only with high end devices.

23. PhenomFaz

Posts: 1236; Member since: Sep 26, 2012

Thats an uninspiring goal if ever I saw one....

24. Dastrix unregistered

I don't know if it's just me, but I honestly prefer Sony out of all the Androids because of its 'premium' factor. All the best Sony!

26. oister85 unregistered

remember is not all about the premium material, if you don't have the good software don't even try.

2. jsdechavez

Posts: 807; Member since: Jul 20, 2012

Thank you, Sony. But not with Firefox OS please..

20. SuperNexus

Posts: 127; Member since: Jan 18, 2013

We still don't know about WEB OS and it will take time(atleast 2yrs) no comment on that. but i want to see Sony on there target position before that.

3. tiara6918

Posts: 2263; Member since: Apr 26, 2012

It's not gonna be easy though due to stiff competition, sony

4. pyradark

Posts: 895; Member since: Jun 10, 2012

hmmm... still not impress with firefox, but im welcoming cheapo sony... how about symbian??

6. emadshiny

Posts: 1144; Member since: Dec 05, 2012

are you kidding? symbian is already dead but i don't like firefox as well. i think the best choice for Sony is Ubuntu.

5. AshishRomea

Posts: 145; Member since: Aug 09, 2012

they can easily become one , may soon cross the 15m phones a quarter soon !

7. shuaibhere

Posts: 1986; Member since: Jul 07, 2012

It I'll be little hard...because the country with world's largest population will backup their company....

8. DerryAhmad

Posts: 296; Member since: May 05, 2012

Focusing on 'only' High End model is going to be difficult. Only Apple survived that strategy. Samsung dominate the market share by flooding the market with affordable and mid-tier Android phones. Only after Galaxy S-II, and to some extent the Galaxy Nexus, their high end phones begins to be noticed by general market. Samsung handsets also seems to be the most 'value' ones - not focusing on premium material but on the most advanced internal hardware-supported with great inhouse software/apps. I love Sony phones. Even their budget phones (eg. Typo) looks great! And it's one of the best selling low end Android here. I do hope they don't leave the budget phones soon. Focus on great design across their line added with the Dust and Water Resistant ability - They might have the chance to regain their former glory since the SE days.


Posts: 328; Member since: Oct 13, 2012

Its simple. Sony has to choose either apple's or samsungs marketing strategy.

9. clark

Posts: 51; Member since: Feb 23, 2013

Aside from Samsung, I do believe that Sony has a potential too. I hope they can also as agressive as what Samsung did today. I can see Sony reigning in the near future just like Samsung today. I believe in you Sony. Go reach the top.

10. ktime

Posts: 7; Member since: Dec 11, 2012

Two years ago they had an ambition to become No.1 Android tablet maker. Where are they now? The barely 1 year old Tablet S is abandoned, same goes to Xperia Tablet S. The fate of Xperia Tablet Z is yet to be seen. They are not pulling enough resources to support their own products. What they did in these 2 years is pushing more and more model but less and less support. I dont think they can make it

11. Vangmay_j

Posts: 5; Member since: Apr 07, 2012

Just give me a cheap Sony tablet and im good to go

12. dil2abu

Posts: 315; Member since: Nov 09, 2011

All the best Sony..

13. rusticguy

Posts: 2828; Member since: Aug 11, 2012

For that they have to first concentrate on timely S/W updates more like Samsung.

14. PhoenixWright

Posts: 102; Member since: Feb 11, 2013

Go SONY! I'm expecting a waterproof phone [yes, I want a waterproof phone and not just a water resistant one].

16. ryq24

Posts: 875; Member since: Oct 17, 2011

That would be very hard to achieve! Sony prices are almost always more expensive than others. And that is the reason cheap Chinese phone makers like hwawei, zte, Lenovo are doing very well!

17. lovefist unregistered

true. more expensive than competition and at the same time less hardware. im talking about xperia E and xperia J. sony does know how to build top notch design but not so good in hardware. always a step behind.

18. digitalpro unregistered

Tough race but plzz sony release the promised updates for xperia s & so bcoz people are sick waiting for it !!

19. weedl

Posts: 50; Member since: Oct 05, 2012

sony you should made a phone with dual core mediatek proc for $150 for emerging markets it will sold like cakes..

21. InspectorGadget80 unregistered

Wish the best of luck too sony. All they need too do is too put their phones on every single carrier if they want dominance &the sales. Pkus release the xperia z already sony

22. vijaysivakula

Posts: 229; Member since: Aug 17, 2011

Get some WebOS, Sony and you would be able to make some wonderful handsets. There are literally millions of Palm / WebOS fans who would gladly buy a well made handset.

25. hiBreed

Posts: 90; Member since: May 29, 2012

i love u sony, but please dont go with firefox os, it doesnt look like a market winner. Check out nokia's smarter phone os heck s40 looks better than firefox os and is also a cheaper alternative, just check nokia's specs they are the most minimum u can find, and they even get reviewed by sites like this and gsmarena

27. GeekMovement unregistered

What Sony needs to do is bring their flagship devices to as many carriers as they can reach. Not exclusive to AT&T especially here in the US.

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