Sony's freefall continues as just 2 million smartphones were shipped in Q2

Sony's freefall continues as just 2 million smartphones were shipped in Q2
With the company’s decline in the smartphone market showing no signs of slowing down, Sony’s latest financial report has revealed that it sold just 2 million smartphone units during the quarter ending June 2018, down from the 3.4 million it shipped a year ago.

Overall, Sony's smartphones generated $1.18 billion in revenue throughout the three-month period, representing a decline of 27% when compared to the previous year. This decline was attributed mainly to a big decrease in sales across Europe and Japan, although the brand’s sales in other markets seemingly remained steady. Moreover, despite the weaker sales, Sony did confirm that it continued to cut costs significantly over the course of the period, something that should help the company’s smartphone unit return to profit in the coming years.

After reporting its Q1 smartphone sales earlier this year, Sony initially forecasted sales of around 10 million smartphone units for the whole of 2018 and total sales of $5.74 billion. However, upon the slightly weaker than expected sales in Q2 2018, Sony has revised its forecast for the rest of the year down to 9 million smartphone shipments and total sales of $5.47 billion.

Moving forward, despite the expected decrease in sales, Sony is expected to continue its cost-cutting efforts throughout the remaining months of 2018. And, while the division isn’t on track to turn a profit this year, the eventual arrival of 5G technologies is expected to provide a big boost to Sony’s smartphone business in 2019.

source: Sony 

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20 Comments

1. cmdacos

Posts: 4248; Member since: Nov 01, 2016

Certainly not a surprise...

12. yann

Posts: 614; Member since: Jul 15, 2010

Yes. With such design and specs is normal. Not to mention high price tag. Still LCD screen. Who cares it is 4K, when your eyes can't meka the difference between FHD and UHD? I'm not talking for kids VR - it is gimmick and useless. Fat, heavy, bezel design. Placing FPS on the most inconvenient place. Camera performance is still away from top dogs. And on top of all that - SONY, the inventors of WalkMan, remove the 3.5mm headphone jack - this is hilarious. Just few points for that market share....

18. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

Agreed! Sony should have been left the mobile phone business. I mean they make camera sensors, and even with those; Apple and Samsung do a much better job with them than even Sony does. They should just sell there mobile patents to Samsung or someone who will use them to actually innovate tech and not stifle it.

2. AfterShock

Posts: 4147; Member since: Nov 02, 2012

Sony said they cut some financial losses, right on now they just need to cut some bezels down too.

7. BGChicago

Posts: 225; Member since: Nov 16, 2014

This. :D.

3. Jason2k13

Posts: 1466; Member since: Mar 28, 2013

At this rate, Sony will probably be out of the mobile industry by 2020.

8. joshuaswingle

Posts: 621; Member since: Apr 03, 2018

They are actually expecting to become profitable by then

4. Nexus4lifes

Posts: 297; Member since: Feb 13, 2014

and they priced a 2016 design xz2 premium @ 1000usd good luck...

5. jonathanfiuwx

Posts: 182; Member since: Mar 10, 2017

of course its happening. half the US doesnt use GSM. id buy it if it had sprint CDMA

19. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

What carrier sells Sony phones? Because I've never seen any.

6. mayur007

Posts: 593; Member since: Apr 10, 2012

They dont have right to sell phones Over priced phones with avg camera which could not compete with other top smartphone camera. There display is worst always had a white dot on there tv and phone (Personal Exp)

9. ryq24

Posts: 875; Member since: Oct 17, 2011

9 million units!!! Good luck. They would be lucky to reach 5 million.

10. WAusJackBauer

Posts: 455; Member since: Mar 22, 2015

I like their phones :(

11. fyahking

Posts: 1146; Member since: Jan 28, 2015

You know it's bad when iphones are #1 in your country.

13. ch3mn3y

Posts: 77; Member since: Sep 17, 2017

I'm confused... Where is data from Q2? Whole raport says about Q1?

14. WAusJackBauer

Posts: 455; Member since: Mar 22, 2015

1. Lower the price of your phones 2. Make the design more appealing 3. Keep headphone jack It's not hard!

15. Deep120

Posts: 1; Member since: Jul 31, 2018

This is so sad because overall they still make very solid devices.... They just need to make a way bigger splash in the smartphone market maybe

16. Einstein333

Posts: 146; Member since: May 22, 2012

That was to be expected! Sony is the only big brand that is not able to produce great smartphone cameras (wtf??), the devices are fat and ugly, 4K is nonsense (a battery killer with no visible avantage), battery life is a deal breaker for me, and the phones are even expensive!

17. Jimtran

Posts: 2; Member since: Jan 08, 2018

2 million smartphones are too much for Sony at this time.

21. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

This site has a nice tool for seeing marketshare by mobile vendor http://gs.statcounter.com/vendor-market-share/mobile/ Just pick a country.

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