Legend no doubt Sony, but Sony's Mobile Smartphone business today is in a very bad condition. In recent days a report from the United States reported that struggling Sony, which has its block of mobile business from United States, Georgia, moved to Silicon Valley, and layoffs during this process. Now Sony's mobile business was not immediately clear how many employees will be laid off, or if you reduced the internal business, the report did not specify.
The report points out that, in the United States, Sony move at present relatively few employees in Atlanta, Sony rarely disclose how many workers are still on the ground responsible for the mobile devices business. But reports also is referred to a number of key elements:
"Previously served as United States Kunihiko Shiomi, head of the Research Department, taking over as CEO in January this year when the position, before United States native in charge of Ravi Nookala, now in Canada as the Glentel CEO, is responsible for a range of wireless services business. Ravi Nookala in earlier Sony Canada until January 2013, to transfer to the United States. "
In addition, the report showed Sony has selected Atlanta prior to the years, dating back to the period of Sony and Ericsson to cooperate, but at that time Sony Ericsson phones in the United States market share is not that high, only about 4%. But what is more tragic is, according to market research firm 2012 Sony in the United States's market share has fallen to below 1%.
Real tough times
The news has not been confirmed by Sony, but clearly Japan Sony for its mobile unit at a loss, if true, was confirmed by the second half of last year, Sony's flagship Smartphone Xperia Z5 Premium has not resonated with consumers. Although many reviews have confirmed that the machine actually is the crystallization of Sony black technology, including top photo experience, Sony's heritage of high quality industrial design, and mobile 4K display technology, and so on for the first time, but at least in the United States failed to bring to the attention of the market, eventually leading to these results. DKNY case for iPhone 6 plus
It is understood that in the United States, Sony choose Amazon and best buy are two major retailers selling Xperia Z5 Premium, consumers can easily buy unlocked version. However, when a United States media said, because no lock Edition does not subsidize prices are too high, decisions affecting a lot of potential consumers, without the support of local operators, it also means that many consumers cannot be effectively marketed to mainstream audiences. No matter how good the device, only few of the fans choose to buy, sales out of the very poor.
In addition, the report before we learned that Sony in February this year, seems to have confirmed that plans to terminate its Xperia Tablet Tablet PC product line. Some comments that Sony will not rashly discontinued Xperia Tablet, so far, however, Sony only last summer issued a Xperia Z4 Tablet Tablet released in 2014 after the small dimensions Xperia Z3 Tablet Compact does not get updated.
How to fight for the future?
Back in February of this year Mobile World Congress, Sony was beyond all expectations announced a new smartphone Xperia x series. On the face of it, this series does not conflict with Xperia z, Sony said it was in order to satisfy the people's demands for increasingly personalized products in daily life, and also covers low, medium and high end models. However, at the press conference after the end of Sony contradictory rhetoric, showed that within the Sony product line strategy there is a problem.
Earlier spokesman for Xperia Z6 may never publish, because has launched Xperia x Performance, while another also from Sony's public relations, explains that Sony's continuing commitment to product quality and design, adding more popular feature, Xperia is now not discussed question of whether z was abandoned. Until now, Sony has not announced any definite about the future fate of Xperia z product line.
Regardless of whether this has Xperia Z6, placed in front of the Sony is an uphill struggle. The new flagship of Samsung's award-winning Galaxy Galaxy S7 Edge and S7, both flagship machine sales remain highest in the Android camp, multiple messages claim that last month broke the previous records of sales. Also from Korea's LG, the G5 in Korea also made a good start, and HTC are preparing this month to release a more powerful flagship product, claiming that he could have the "world's first" camera and BoomSound of new sound effects. Meanwhile, the continuing low price for domestic mobile phone sold "flagship" policy, also has a serious impact on Sony.
Sony intelligent phone survival of space are constantly was compression, may in Japan local Sony phone of sales still strong, in European and Asia part market may also has must of market, but still cannot significantly recovery whole mobile business, global intelligent phone market fundamental round not to Sony finger, in more saturated including Apple iPhone are cannot get effective growth of situation Xia, Sony phone of prospects became increasingly difficult.
Take China, to remove each outbreak have sprung up outside the domestic flagship machine, some long-term foothold in the international brands are more appealing than Sony, such as photos of Samsung's cell phones by consumers, especially in the past two years become accepted fact. As for Sony, the domestic market is still to a large extent based on long-beloved Sony fans of Dafa, and many fans have commented that by virtue of the flagship Xperia Sony one-night return unlikely.
Sony closed down yet?
With Sony's United States Mobile Division has moved to the famous Silicon Valley, maybe Sony mobile phones of the future will focus more on software development, and benefit from the streamlining of staff, costs have been substantially reduced, perhaps this may have been for Sony to become more flexible. But then again, to victory in the battle, Sony and there is a lot of hard work to be carried out.
Now Sony's mobile sector relatively desolate State, said Uncle always reminds people of the middle of last year, when he said, "on the right track, break-even scenarios, we will continue (mobile business), even if it is time to continue into the next fiscal year (2016) ... ... Otherwise, we will consider other alternatives. " DKNY
Although Hirai, Sony was clarified, but we can still see Uncle Sony but the mood, put in front of him is a mess over the past few years Sony missed too many opportunities, it is difficult to ensure the "Xperia" brand will be continued. Words can come together to form an old question: "did Sony bankruptcy today? "
This year, Sony's latest Smartphone Xperia x series, did anyone start? What do you have to say?
[Article correction]
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