Sony sees continued smartphone woes - Mobile World Live

Sony sees continued smartphone woes

29 OCT 2015

Sony announced another drop in smartphone sales, in line with its “strategic decision not to pursue scale in order to improve profitability”.

Sales dropped by 15.2 per cent to JPY279.2 billion ($2.31 billion), with its operating loss down to JPY20.6 billion from JPY170.6 billion. However, the prior-year period included a JPY176 billion impairment charge.

The company also noted the negative impact of foreign exchange rates, due to its high ratio of dollar-denominated costs, and an increase in restructuring charges.

Positives, such that they were, came from an improvement in product mix reflecting a shift to high value-added models, as well as reduced costs including marketing and R&D expenses.

During the quarter, Sony shipped 6.7 million smartphones – down from 11.9 million year-on-year, and from 7.2 million in the previous quarter.

Sony used IFA 2015 in September to refresh its premium smartphone portfolio, through the launch of its Xperia Z5 line.


Steve Costello

Steve works across all of Mobile World Live’s channels and played a lead role in the launch and ongoing success of our apps and devices services. He has been a journalist...More

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