Sony’s goal for 2013: be number three

Daniel Bader

March 4, 2013 10:33 am

xperia-1
Sony has ambitious goals for this calendar year: release a new PlayStation console; reinvigorate its Vita mobile gaming platform; push OLED TVs into the mainstream; get customers comfortable with 4K content; sell Android tablets to an increasingly skeptical market; and, perhaps most notably, become the number three smartphone OEM in the world.

Towards the end of last year, Sony sat precariously in a number four position, ahead of China’s ZTE but behind Huawei, Apple and Samsung, the latter two companies combining for more than half of worldwide smartphone sales. Sony wants to move ahead of Huawei, likely by introducing a bevy of low- and mid-range devices into developing markets, and by releasing competitive high-margin products like the Xperia Z.

But Sony’s choices are often baffling, especially when compared to its nearest competition. The company often pushes “the best of Sony” aspect of all its products — mobile Bravia engine, Walkman player, PlayStation Mobile — but then makes baffling choices like releasing a separate build of its flagship Xperia Z device in North America.

Sony has enormous potential to be a true player in the Android market — the Xperia Z design is inspired, and its hardware, while already slightly dated, should be enough to compete with the big boys — but the Japanese company needs to worry less about maintaining a premium brand image and focus on making truly superior products.

Source: Reuters
Via: Engadget

  • derp

    Huawei is 3rd? LMAO

    • Mexico Ron

      “We’re number 3, we’re number 3!!!!!”

      Might be a better idea to focus on profitability than marketshare…

    • EvanK

      Maybe not in NA, but they’ve captured a huge segment of the market in Asia.

  • Mike

    I think they charge too much for their tablets. I’m willing to pay more, but not just because it says “Sony” on the front. They have to offer something unique to charge a premium.

  • BIll Murray

    I was pretty impressed with there dust and water resistant phones, who else does that except that POS rugby thing?

  • kenypowa

    Sony Nexus Five. Just saying.

  • Dalex

    They have nice designs, but they still think they are in their golden age (PS2 years) of profitability. Here’s a clue for you Sony, take a page from Samsung. Release your Xperia Z as your 2013 flagship on every carrier as the same exact phone. Stop putting your mobile bravia engine crap on your products, because your displays are horribly washed out with less contrast than any other handset.

    While we’re on the topic of handsets, your releases should be much closer to your announcements. 2-3 months pass and still no ZL here in Canada. If people gave a bit of crap before, they really couldn’t care less now. Last thing, but most probably the most important, put a decent battery in your devices. Just because it says Sony on it is no excuse for me to have to charge your stupid handsets twice, because they can’t even last a measly day.

    Google, throw them a freaking bone and let them make the next Nexus device, it might wake them up. We all know you are getting scared of Samsung’s domination, so might as well try and impact it.

  • Alex

    Sony won’t exist in 10 years.

    They have no money, bad credit rating, stock is crap, PS4 is just an underperforming PC with no exlusive games and their TVs and movies are crap.

    • skazzberry 2.0

      Its true. The following companies will be gone in 10 years:

      1. Sears
      2. Canadian Tire
      3. Sony
      4. RIM aka BBRY
      5. The Bay
      6. Chat-R
      7. Mobilicity
      8. Public Mobile
      9. Home Hardware
      10. Rona

  • Netguru

    Lenovo plans to go global with their smartphones this year. If they do, I think they could be a real contender for #3.

  • wewewi

    Are the quad-core Snapdragon S4 PRO with Adreno 320 GPUs already “slightly outdated”, really?

    As far as I know, that’s still the best SoC money can buy.

    You guys need a reality check.

  • David

    3rd? Have they forgotten about BlackBerry?

    • Dalex

      It’s not in terms of OS marketshare but smartphone OEMs and number of handsets sold.

  • Dan S

    I would buy a Xperia Z running BlackBerry 10 but not Andorid.

    • Dalex

      Why? So you can cripple the experience? How would it run better on BB10? It will have a pitiful ecosystem with poor android ports as apps. The OS is not what’s wrong with the Xperia Z, it’s one of the strong points (it’s a miracle its running Jellybean knowing Sony).

  • monsterduc1000

    @Wewewi, The HTC One has the latest and greatest right now. Same gpu but a slightly better cpu which is decently faster on the benchmarks shown at gsmarena.com

  • wewewi

    @monsterduc1000 My point was that those Snapdragon 600-powered phones are NOT available for sale as we speak.

    A bit early to say they are slightly outdated.

    Once again, as we speak, the Snapdragon S4 PRO is the fastest SoC money can buy.

  • Tomatoes11

    They have a better chance at 3rd than most. The Sony brand is still good. Not great like before but good. They are third in cameras behind Canon and Nikon. I think they can do it here as well.

  • nideiki

    I think Smartphone makers should start focusing on battery issues more and more. Devices already are super powerfull and they need to cooperate with google to have a real multitasking OS. Dual-Core, Quad-core, etc… make no difference for the majority of consumers when most of what they do is browsing the internet and making calls.

  • monsterduc1000

    @Wewewi, good point, good point.

  • ekin

    I was expecting to see a disillusioned BB fanboi question who will be “3rd”, thanks David.

  • ekin

    @ nideiki – That’s the upcoming Google (Motorola) X Phone

  • Gurn Blansten

    Bemused – Sony always underpowered, poor battery size and sealed body with pathetically slow update cycles (Usually limited to One minor/major release) and shipping one behind current. honestly with S4 launch, One X and Motorola coming soon what relevance in Canada is and already out-of-date Sony phone? No water/dust resistance on our release. No thanks, wait for S4 and others.

  • Nideiki

    the best thing about consumers nowadays is that they no more say: “Oh, you have a Samsung or whatever, mine is Sony,or mine is Apple”. People are getting smarter, too bad for Apple (I mean no offence).