According to the latest IDC report, Sony has been struggling in the smartphone market. The top 5 spots are held by Samsung, Apple, Huawei, Oppo and Xiaomi.
To combat this situation, Sony India has decided to approach with a new strategy wherein it would be selling only "Premium Xperia Phones" in India.
According to Vijay Singh Jaswal, head of Xperia business, Sony India, "Sony Mobile drove transformation in FY15 towards a profitable and sustainable company globally including the areas mentioned. As part of our transformation, we are sharpening our focus on select products and sales channels.Considering the recent shift, our marketing strategy will now revolve around offering premium products in the smartphone segment." he added.
Sony confirms IFA 2016 press event, to launch new Xperia smartphone the company's strategy of selling premium products in India. Jaswal further added, "Going forward we [Sony] aim to launch flagship products for our customers in India which will further enhance our presence in the market."
The Japanese smartphone company has been trying various ways to increase its sales in the already overflowing mobile market. With the entry of companies like Xiaomi, it has become all the more difficult. Initially, Sony tried a strategy wherein it came out with 1 handset every 6 months. Also, a few months back the company confirmed that the Z series smartphone series would end with the Xperia Z5 handsets. The company would now be concentrating on the new Xperia X series.
"The Xperia Z line has reached its culmination - Xperia X series represents a new chapter and evolution of our product strategy. Whilst the Xperia Z series was all about bringing the best of Sony's advanced technologies to smartphones, Xperia X series is based on bringing smart, adaptive Sony user experiences across camera, battery performance and hardware/software design," said Sony in an official blog post.
There had been rumours making rounds that Sony plans to focus less on regions like India, China, Brazil and Indonesia because of the low CAGR growth (just 0.3%) for the year 2016-17. Sony has not confirmed this though.
Also,as per reports there has been a drop in the annual growth of Sony Handsets by 1.4% globally and by 0.3% in India, China and Indonesia.
contradicting this, Jaswal says that because of Sony's premium strategy in India, the average selling price has soared by 55% in Q1 of the year 2016 as compared to the same period last year.
Does this mean that we wont be seeing any more of the Xperia M and Xperia E series anymore? Will Sony be able to survive just with the premium handsets in India??? Let's wait and watch !!!