Sony’s smartphone woes look no closer to ending. The company has just reported Q3 FY2018 results for the three months ended December 2018, with the company shipping just 1.8 million Xperia smartphones. This represents a fall of 55% compared to last year, when it shipped 4 million smartphones.
Sony has also reduced its full year outlook, now targeting 6.5 million unit sales (versus 7.0 million previously). All of this means, that Sony Mobile only expects shipments of 1.1 million phones in its final quarter (three months to 31 March 2019). This would make it easily the worst quarter for Sony Mobile shipments ever – by a wide margin.
All of this, when the Xperia XZ3 was meant to mark the start of a turnaround for Sony Mobile. Unfortunately, it paints a bleak picture for Xperia fans. It will be interesting to see if/how Sony can arrest the decline, starting with the new smartphones to be announced at the MWC tradeshow at the end of this month. However, Sony will need something truly differentiated to stand out, and to become relevant in the smartphone world.
What do you think Sony Mobile needs to do to turn things around? Let us know in the comments below.