The electronics giant Sony, which cannot find anything to look forward to in the smartphone sector,
aims to start the waves of change everyone expects this year and to be directly involved in the competition. Untamed phones, curvy designs, and giant screens come from Sony this time.
The smartphone industry is experiencing a trend change at a speed that can not be believed in recent years. As the size of the screens increases, the camera resolutions also increase. With processor technology, phones are beginning to have higher performances than the basic computer. While Samsung and Apple giants set these trends, Sony backplane remained at the top of the summit as it once was in other areas of phone production.
In 2017, the Xperia XZ Premium and XZ1 models that went on to the market were literally flagships in terms of performance. They dazzled eyes with their cameras. However, not to be able to produce a good phone, but to sell those phones which are important for competition. It did not happen and Sony blinded the bodies like those wedges because of their insistence on the traditional design lines.
Despite this, Sony has been rebellious about prices, and the already uninterested devices have led to a decrease in the prices of 950 dollars in our country, which was also the case for the global market. Xperia tried to appeal to the middle level with the XZ1 Compact. The production of a few of the devices with the highest technical features in the market did not work. As the marketing note was in place, the company continued the loss schedule it had followed in recent years.
2018: Sony’s year of change:
The executives of Sony decided to incorporate what they see in their eyes and what their ears hear, eventually into the process of change in common wisdom. Kenichiro Hibi, Sony’s Director of India, gave the first explanations about the potential future of the company. The company pressed the button and buried the traditional design line on the ground.
It’s hard to expect Sony to be the market leader or the company that sets new trends. Innovative fakar can no longer take back the old throne in the conditions of sitting competition. Already the throne is so old that even a phone called the iPhone has not been marketed, listening to music from the devices were all sitting at the time of enchantment.
The company, which produces 33 million smartphones in 2012, could only produce 14.6 million devices this year. This was not a good picture for Sony. While the throne Apple sold millions of devices like cheese bread, Sony began to be a cousin of the town and watched everything from the outside. Profit ratios are falling, he was even afraid to say “murder”.
Sony is not aiming to catch up with Samsung and Apple in order to be able to return to the game in 2018 but wants to make a radical change first. For this, there is a sense of brand that needs to be recovered and a marketing investment of millions of dollars that needs to be done. But everything is designed and starts in trains and ends there.
Just before the year 2018, Sony president Kazuo Hirai announced that the company will continue to operate in the mobile sector. This makes change possible, more difficult and compelling. But Hirai does not just talk about a change, it also mentions a leadership hopes to be built on the basis of change.
With PlayStation VR, Xperia virtual assistant and headphones, design changes and a holistic market understanding, be prepared to see the best devices we’ve ever seen from Sony.