The corporate attributed the autumn to declining smartphone shipments. Sony has been making an attempt to slim down its cell portfolio in favor of income over volumes, but it surely has confronted growing competitors from gamers like Huawei, within the mid-to-high vary and Apple and Samsung within the premium finish of the market. Sony had simply zero.6 p.c of the worldwide smartphone market share within the second quarter of 2018, in response to information from Counterpoint Analysis, down from 1 p.c in the identical interval final yr.
Sony has been doubling down on the fast-growing areas of its enterprise to offset the decline in cell similar to its PlayStation gaming unit and picture sensors.
With the Xperia XZ3, Sony has centered on the areas the place it has usually been sturdy – digicam and display high quality.
The digicam on the handset has the flexibility to report video in 4K, which is 4 instances the decision of normal excessive definition. It can run the newest model of Google’s Android working system too.
To attract within the ever-growing cell gaming viewers, Sony is providing a digital obtain of “Name of Obligation: Black Ops” for individuals who pre-order the gadget.
However analysts mentioned the Xperia XZ2 is unlikely to spice up Sony’s share within the smartphone market.
“Their premium market share has plummeted as Japan is the one market the place Sony sells their premium telephones in quantity. Japan, total contributes to greater than half of Sony’s smartphone gross sales and greater than 40 p.c of the volumes. So the brand new flagship shall be extra aligned to achieve its residence market than outdoors of Japan,” Neil Shahe, analysis director at Counterpoint Analysis instructed CNBC by electronic mail forward of the launch.
“Sony has scaled down significantly when it comes to operations and geographic focus, which sadly would not give their new flagship a lot alternative to out compete rivals.”