Sony decided to temporarily avoid the Chinese and American mobile phone market

Like many smart phone vendors, Sony has no appeal in the United States. Xperia is not successful in the two largest smartphone markets in the United States and China. In Sony's Android phone sales, Japan and Europe accounted for more than 60%, Sony decided to focus on these two markets, giving up the competition between China and the United States. Although Sony and US network operators have been negotiating, it will focus on better-rewarded markets. Sony's approach is similar to that of Microsoft and Nokia. In Europe, the WP platform accounts for 10% of the smartphone market, and the United States only 3%.

This Friday, Sony CEO Hirai Hirai stated in an interview that the company’s smart phone resources will be placed in Europe and Japan, and as for the US market and the Chinese market, Sony Mobile has no big plans.

Hiroshi Hirai believes that Sony's current goal is to rise from seventh to third, and it will focus on the European and Japanese markets. Speaking of China and the United States, Hirai said: "For us, Europe and Japan are the two most important regions. We will invest a lot of resources. As far as the United States and China are still not doing so, it is not necessary to do everything at the same time. Realistically, in the U.S. market, we will step by step."

In the United States, only the fourth largest operator, T-Mobile, provides Sony smartphones; in China, Sony cannot compete with local Chinese brands. In the two markets of China and the United States, Sony smartphones did not enter the top five. In the second quarter, Sony’s share in the global smart phone market was 2.2%, lagging behind LG, Lenovo, Apple and Samsung.

In Kazuo Hirai's plan, mobile devices are one of Sony's three pillars. In the most recent quarter, due to the weaker yen, Sony’s mobile phone business was profitable, which was the first quarterly profit in two years. The other two major businesses are game consoles and digital imaging.

Independent analyst Benedict Evans said: "Sony's equipment is good, but not attractive. The product is good, but not outstanding. The biggest problem is that you use other people's platforms to sell mobile phones, you are very Hard to differentiate."

Even in the local Japanese market, Sony lags behind Apple. Its prospects in Japan will be even more difficult because Japan's largest operator cooperates with NTT DoCoMo to sell new iPhones. Mr. Hirai said that Sony Xperia has established a reputation in Japan and it will offset Apple’s threat. He said: "In Japan, our Xperia hardware and services are highly recognized."

In the year ending in March next year, Sony’s goal is to sell 42 million smart phones, an increase of 27% year-on-year.