Sony reported its latest three-month results for the quarter ended 30 September 2019, and it remains a sober read for the performance of its mobile business. The launch of the Xperia 1 appears to have made no difference to shipments, as Sony shipped just 600,000 units – its lowest number of shipments ever, down by over 60 per cent year-on-year.
Sony hasn’t given any colour on the decline, but losing scale and dropping a number of regions is likely leading to a spiralling fall in unit sales. As a result, Sony has once again lowered its full year forecast – now expecting full year shipments of just 3.5 million units (from 4.0 million previously). This means it needs to sell 2 million units in the second half of the year, which isn’t guaranteed given current run rates.
Sony needs the Xperia 5 to sell strongly, and it seems to have had a generally positive reaction so far. Pricing and marketing will be key. Can Sony turn this smartphone malaise around in your view? We’d love to hear your thoughts below.
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