Sony sets 2016 deadline for turning around its smartphone sales
Sony’s not always the highest-profile smartphone brand around, but it’s sure managed to catch some good press these past few days, first as it confirmed Marshmallow updates for over a dozen Xperia models, then quickly followed that up with word of a beta program that would give select users even earlier access to under-development Marshmallow builds. And while the manufacturer may be doing right by Android users interested in keeping up with the latest system software, it hasn’t been without its bad press, though, like the controversy surrounding confusing messages about smartphone waterproofing. We’re thinking about this hit-and-miss track record as we hear what Sony CEO Kazuo Hirai has to say about the company’s plans for next year, and how it could be a turning point for Sony phones.
Sony’s sick of struggling with smartphone sales, and while it’s got a solid chunk of its home market in Japan, international success has been much more difficult to come by. Now it looks like we’re coming down to the wire for Sony smartphones, as Hirai explains that while his company’s hoping to finally bring its handset sales back into the realms of profitability, that needs to happen quite soon, indeed.
Basically, Sony’s committed to sticking with smartphone sales through next year, but if it can’t manage to eke out some profits by then, that may be all she wrote. While Hirai doesn’t make any outright promises about quitting the biz, his comments sure suggest that Sony’s just about had it with the market – and if what it’s about to try doesn’t end up working, it could be ready to throw in the towel.
That’s going to put a lot of pressure on everyone from engineers to marketing teams. Will they ultimately have what it takes to keep the Xperia line going? We’ll be finding out soon.