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 reality was far from it. In the second quarter of 2017 (July-September), Sony Mobile Communications delivered a disappointing performance, reporting an operating loss of 2.5 billion yen (approximately -150 million yuan).
Some companies create phones to bring joy through technology, while others focus on building communities and selling accessories. For Sony, however, the struggle to remain relevant in the smartphone market has been tough. Even after major industry shifts, they refuse to give up on their last hope for success in this sector.
The Sony Xperia X Premium (4G) is one of the models that once stood out in the market. But with time, its uniqueness has faded.
Before fiscal year 2015, the mobile communications business was a major headache for the Sony Group. Losses were common, and profitability seemed like a distant dream. In fiscal 2016, things got even worse—like a winter storm followed by summer snow.
The poor performance came alongside a sharp drop in sales and shipments. Over the past three years, Sony’s mobile communication sales dropped by 13%, 20%, and 33% respectively. In 2016, terminal shipments reached only 14.6 million units, marking a significant fall from the top-tier manufacturers.
What's the overall design? It seems like "unified design" is still the key. When the Galaxy Note8 introduced dual cameras, and the HTC U11+ embraced full-screen displays, Sony remained unique with its one-piece design and IMX400 sensor. However, it appears that Sony may not be ready to change much anytime soon.
Recently, a device named H8521 Pro-A was spotted on GFXbench, suspected to be Sony’s next flagship phone. Compared to the Xperia XZ1 and XZ Premium, it features a Snapdragon 845 chip, 6GB RAM, and 128GB ROM. Unfortunately, the screen remains a standard 5.7-inch 16:9 display, suggesting that the design won’t change much in the near future. Low-end models also don’t offer much to look forward to.
Waterproofing and slow-motion shooting—once Sony’s secret weapons—are now common features across many high-end devices. The advantage of Sony’s black technology is slowly disappearing.
In February of this year, Sony introduced the industry’s first three-layer stacked sensor with DRAM (IMX400), capable of capturing 19.3 million pixels at 1/120 seconds or recording 1000fps slow-motion video. However, just a year later, competitors have caught up. According to Korean media BusinessKorea, the Galaxy S9 will feature a triple-layer stacked CMOS sensor with DRAM, offering slow-motion capabilities that rival Sony’s.
This is a great time for consumers, but a challenging one for manufacturers. Sony Xperia’s comeback is still uncertain.
“Who are we?â€
“Sony Xperia!â€
“What’s our job?â€
“No loss!â€
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