Rumors about the withdrawal of Sony from the market of smartphones can be confirmed. If in the near future the mobile division will not cease to generate losses, the company will have to consider “alternative options”.
According to the Executive Director of Sony Kazuo Hirai, mobile business still brings the company’s losses and, if the ongoing restructuring of the division will not bear fruit in 2016, Sony will have to consider exiting the business for the production of smartphones.
In case of failure of a new line of Japanese manufacturer will be forced to reconsider their views on the business problem, and while such a scenario cannot be ruled out. Due to the low demand for smartphones in the past quarter the company has lowered its forecast for the current fiscal year. As expected, the loss of the mobile division will be 60 billion Japanese yen (approximately $500 million), against previously announced 39 billion yen.
Part of the problem is Sony associated with the complete absence of recoil in the U.S., where smartphones take up only 1% of the market. Not too good for Sony and in his native South Korea. There presence is limited to 17,5% of the market.
New flagship line of Sony Xperia Z5 has attracted the attention of users. This is especially true Premium Xperia Z5, which became the world’s first smartphone with 4K display. But the Sony mid-range are not in great demand due to severe competition from Chinese manufacturers.