Sony's various businesses in the overall profitability of the case, the mobile business has dragged down.
Recently, Sony released the second quarter of 2017 fiscal year (July 1, 2017 to September 30) earnings report, the company sales revenue rose 22.1%, profit rose 346%, the overall business recovery.Report also shows that sales revenue The increase was attributed to the growth of gaming and network services business and the favorable foreign exchange earnings. The increase in profit was mainly due to the improvement of profits in the semiconductor business and gaming and network services business. It is noteworthy that among the major business segments of Sony, Sony mobile communications business into a loss, loss of 2.5 billion yen.
The first mobile phone industry research institute Sun Yan Biao told the "China Business" reporter, Sony mobile phone did not rise mainly due to the mobile phone market is too competitive, Sony did not grasp the core of consumers, consumers have not gradually accepted.
Overseas market by the 'squeeze'
Reporter combing Sony over the years related earnings found in the first quarter of fiscal 2015, the second quarter of fiscal 2015, Sony's mobile business once fell into a loss of over 20 billion yen, followed by the 2016 fiscal year, the first quarter of fiscal 2017 Realize a turnaround.
Former Sony, has had the same as today's Apple, Samsung's glory, have also plunged into the quagmire of performance decline.
In 2012, Sony Group President and CEO Hirai Fu came to power, with the mission of revitalizing Sony's electronics business to Sony's drastic reforms, made three medium-term plan.Hui's husband three years before (2012-2015) Sony In the first phase of the plan, spin-off, sale, spin-off, layoffs as the theme of Sony's business restructuring.Mobile, gaming and imaging products to become the three key Sony strategy, shortly thereafter, the sensor equipment sector and the game quietly The rise has brought hope for Sony's recovery.
From April 2015, Sony entered the second medium-term plan, Sony's focus from the structural reform, adjustment for the pursuit of profit and potential for development in areas to invest in. Combing Sony's earnings can be seen, Sony's various businesses But also gradually get rid of losses, of which the semiconductor and gaming business is the main source of Sony's profits, including the mobile communications business also in the third quarter of fiscal 2015 (October 1, 2015 ~ December 31, 2015) to 2017 fiscal year In the first quarter (April 1, 2017 ~ June 30, 2017), turnaround was realized, and Sony Mobile Net Profit in the first quarter of fiscal 2017 has soared 771.3%. However, in the second quarter of FY17, Loss.
For the reasons for the loss of the mobile communications business, Sony explained that the mobile phone distribution market has changed the geographical distribution of the core components of the rising costs and unfavorable exchange rate factors.However, Sony Mobile in the global regional market distribution, Sony The reporter did not reply.
'Earlier, Sony in the developed countries, Southeast Asia, the mobile phone market is still some share.' Orville mobile phone general manager Gong Zhenzhen told reporters that in fact the core reason is that, as including millet, OPPO, vivo, audio and other domestic mobile phone collective sea Squeezing Sony's market share, Sony's mobile phone market is now mostly concentrated in Japan, China Taiwan's data is also declining.
Hard line shadow
In fact, several major global mobile phone manufacturers crazy advertising bombing, layout and other offline activities continue, the offline market is hard to find Sony mobile phone presence.
Reporter visited a number of Beijing in the United States Gome and Suning stores have not found any sale of Sony mobile phones in Beijing Sun Yat-sen four seasons Qingqiao store, the reporter saw only some Sony cameras and TVs in the sale. Buy Sony mobile phones, the mall sales staff recommended that the reporter to the Jingdong and Sony official website to buy.A mobile communication agent in charge: 'Sony mobile phone offline entity layout has been very small.'
This is related to Sony's shrinking product line.In May 2017, Sony moved to cut its flagship product and focus on its flagship and mid-range models.
For Sony, the current mobile phone business is not the main profit point.More to see its VR, artificial intelligence, Hirai husband interviewed this year in Australia, frankly, Sony no longer expect to become a cell phone But rather focus on the next round of technological innovations, but also said they did not give up cell phones.He believes that the exchange of human needs between the device and the network to achieve, so to retain the mobile phone business is necessary. If the sale of mobile phone business, they will not be able to quickly respond to this market.
Sun Yan Biao told reporters that today's Sony want to make a beautiful turnaround in the future mobile phone market, may have to wait until the advent of the next era. 'By the time of the arrival of 5G, Sony may rise again, just as Apple did not work early, only Apple Computer , Then the layout of MP3, mobile phones become the king of the king, Sony follow the three-step strategy, especially in 2018, if Sony has some innovative things to restore the confidence of the Sony brand, Sony is likely to rise again in the future, as Apple Such a giant.
Today, when many mobile phone manufacturers are pursuing mainstream technologies such as full screen and dual camera, Sony is also innovating. Recently, Sony introduced the new Xperia XZ1 mobile phone with the main push of 3D scanning function, but it seems that the attention is not high.
'If you can not lead the trend, we must follow the trend.' Sun Yan Biao believes that today's digital consumer era, companies only continue to innovate and seize the core needs of consumers in order to become the leader of the times, follow the trend of the times, or easy to be the trend Abandoned.