Distressed and useful, but also what cowards do? Sony Xperia hit the face again

[PConline News] Sony had set an ambitious goal of achieving a profit of 500 billion yen, but the company suddenly found itself in trouble. In the second quarter of 2017 (July-September), Sony Mobile Communications delivered a disappointing result, reporting an operating loss of 2.5 billion yen (approximately -150 million yuan).

Some companies make smartphones to bring people the joy of technology, while others focus on building communities and selling accessories. For Sony, however, giving up on its last remnants of pride in the smartphone business is not an option—no matter how drastic the industry changes or how tough the competition becomes.

The Sony Xperia X Premium (4G mobile) power supplier price reading...

Before fiscal year 2015, the losses from the mobile communications division were a major headache for the Sony Group. When losses and struggles became the norm, profitability seemed almost impossible. In fiscal 2016, it was a "winter thunderstorm with summer snow."

However, this performance came alongside a sharp drop in sales and shipments. Over the past three years, Sony's mobile communication sales declined by 13%, 20%, and 33% respectively. In 2016, terminal shipments reached only 14.6 million units, marking a significant fall from the dignity of major international manufacturers.

What’s the overall screen like? It's still all about "unified design."

While the Galaxy Note8 finally got dual cameras and the HTC U11+ joined the full-screen trend, the Xperia remained one of the most unique devices. Sony might have thought that its one-piece design and IMX400 sensor could last a few more years.

A few days ago, a device called Hyundai H8521 Pro-A appeared in the GFXbench database, suspected to be Sony’s next flagship phone. Compared to the Xperia XZ1 and XZ Premium, this model upgrades to the Snapdragon 845 platform and increases storage to 6GB RAM + 128GB ROM.

Unfortunately, the screen remains a conventional 5.7-inch 16:9 ratio, suggesting that there isn’t much change in the next generation’s design. The unified look is unlikely to change soon, and low-end models don’t seem to hold much promise.

Waterproofing and slow-motion shooting—Sony’s “black technology” is no longer exclusive.

Worse still, the lack of innovation and competitive edge has led to a rapid decline in the Xperia product line. Features like IP68 waterproofing and dust resistance are now standard on many high-end devices, and the time advantage of Sony’s “black tech” is shrinking fast.

In February of this year, Sony introduced the industry’s first three-layer stacked sensor (IMX400) with built-in DRAM, capable of capturing 19.3 million pixels at 1/120 seconds or recording 1000fps full HD slow motion video.

But after just one year, the excitement may have faded. According to Korean media BusinessKorea, the Galaxy S9 will feature a dual camera like the Note8, but with enhanced performance—the rear camera will use a three-layer stacked CMOS sensor (with built-in DRAM) and offer slow-motion video that rivals Sony’s.

This is the best time for consumers, but the worst for manufacturers. The Xperia’s comeback is still uncertain.

“Who are we?”

“Sony Xperia!”

“What’s our job?”

“No loss!”

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