Sony is launching a new brand campaign to breathe life into its struggling mobile unit, according to a Sony executive. The comments come as Sony pulls back in the smartphone market, but indicate it is not exiting the market.
Sony confirmed it will cut another 1,100 employees from its Mobile Communications business, on top of the 1,000 job cuts it had already announced in that unit. The company, which disclosed the job cuts in conjunction with its quarterly earnings report, will prune the mobile division down to 5,000 employees by March 2016, a 28 percent cut to a unit that Sony CEO Kazuo Hirai said in the past would be a key element of the company's electronics business.
Sony plans to slash another 1,000 jobs from its smartphone unit amid a push to get back to profitability, according to multiple reports. The cuts would come on top of 1,000 layoffs Sony previously announced for its Sony Mobile Communications business. If the reports prove accurate, Sony will employ around 5,000 people in its smartphone business by March 2016.
According to a report from Reuters, Sony is now considering drastic actions like a sale of its mobile phone business, after failing to resuscitate the operation with a focus on high-end smartphones. The report noted that the company isn't currently considering any specific deals, but could implement a sale or strategic partnership on its struggling business units like its mobile phone division.
Sony is cutting the number of models in its smartphone lineup to boost profits in its mobile unit. The Japanese company acknowledges it has lost substantial ground to Samsung Electronics, Apple, Xiaomi, Lenovo and other market leaders.
Verizon Wireless will launch Sony Mobile Communications' Xperia Z3v smartphone, a variant of the smartphone maker's latest flagship Z3. The deal gives Sony a much-needed boost in a market where T-Mobile US has been its only real consistent carrier partner during the past few years.
Sony said its Sony Mobile Communications unit hopes to sell 50 million smartphones in its coming fiscal year after falling short of last year's goal of 40 million, which itself had been revised down.
BARCELONA, Spain--Sony Mobile Communications announced updates to its flagship mobile products at Mobile World Congress, including new premium devices the Xperia Z2 smartphone and Xperia Z2 tablet.
Sony swung back to a profit in the second quarter and its Sony Mobile Communications unit reported a 30 percent jump in smartphone shipments in the period, which was good news for the company. However, that momentum may not continue, as Sony has signaled it has no major plans to get more aggressive in China and the United States, the world's two largest smartphone markets.
Sony swung back to a profit in the second quarter and its Sony Mobile Communications unit reported a 30 percent jump in smartphone shipments in the period, a signal that its efforts to revive its Xperia-branded line are starting to take hold.