Sony is Here to Stay in the Smartphone Industry

Sony is launching a brand new campaign to give a ray of hope to its dwindling mobile unit, as confirmed by a Sony executive. The comments point at Sony pulling back in the smartphone market, but clarifying at the same time that it is not exiting the market.

The top executives at the firm reiterated that Sony Mobile is here to stay and that they all are rigorously focused on delivering profitable growth. Smartphones rule the gadget market and can be found in the hands of customers everywhere. As a result, smartphones are positioned strongly enough that their existence and growth can only move forward.

The comments appeared on the scene a little less than two months after Sony asserted that it would cut another 1,100 employees from its Mobile Communications business, in addition to the 1,000 job cuts it had already implemented in that unit. Sony plans to cut the mobile division down to 5,000 employees by March 2016, a 28 percent cut to a unit that Sony CEO Kazuo Hirai said in the past would be a key element of the company’s electronics business.

Hirai also said “there’s no guarantee that we'll be in any business in five years’ time. That’s just the nature of the electronics business and the industry that we’re in.”

However, Sony’s new global marketing campaign would aid in building on the momentum of Sony’s new flagship Android smartphone the Z3, which is quickly becoming popular as it becomes Snoy’s best-selling smartphone ever.

For Sony, the new campaign is definitely going to be an uphill climb. According to research firm Gartner, Sony was the No. 10 global smartphone player in 2014, with 37.8 million smartphones sold, figures that were roughly flat compared with 2013.