After the takeover of the co-branded mobile arm with Ericsson and ambitions of the enthusiastic boss Kazuo Hirai, Sony could give the illusion to resume its destiny in the smartphone market. Did not count on the tough competition being waged by traditional manufacturers and Chinese newcomers (Huawei, Xiaomi, Lenovo). The Japanese group decidedly fails to emerge in the top 5 global brand despite a glorious past and good products. And with consequent severe restructuring: elimination of 30% of the workforce in two years.
Sony however wanted once again showed that things were going for the best in the best of possible worlds by presenting three new devices at IFA in Berlin. The opportunity to prove once again that the colossus with feet of clay remains true to its DNA, even miss the boat facing the new generations of devices. At the end of the show the Japanese manufacturer, many observers were skeptical. Meanwhile, Huawei struck a blow by claiming to be the true number three in the market by presenting its new flagship, the Mate S. Toue the question is what is meant by innovation ...
Three for three target smartphones
"We present three new smartphones the compact Z5 Z5 Z5 and premium With a question. How to innovate?", Explains Gerhard Sturm, vice president of marketing Sony Mobile Europe. He added "We offer the best smartphones on the market Camera with the fastest autofocus (reactivity of 0.03 seconds). We also offer the best minimalist design with On-Off button that also acts fingerprint reader. And three formats [4.6 inches, 5.2 inches and 5.5] to reach all audiences. "
Sony actually wanted to mark the occasion before the announcement of Apple, including being the first to offer a 4K screen (Ultra HD) on a smartphone without proving the usefulness of such a definition on such a small slab. "The 4K is important to us because we want to offer quality and innovative products," nevertheless defends Gerhard Sturm. He also plays the card of photography by equipping its aircraft with a sensor of 23 million pixels. A race for pixels that unfortunately is not really synonymous with quality. Apple has more than once demonstrated with sensors below the competition, but the record unmatched ...
Will it be enough to reach the back hair of the beast? Gerhard Sturm believes hard as iron explaining that the second quarter of fiscal offset should be a very good signal for the future. And then he can count on the European market which has become "a priority" for the mobile division. "If you look at Sony's position in the European market, we are number three because we are close to consumers and operators and because Sony is a strong brand." Sony Mobile puts the package in Europe as a partner of the Champions League or the next James Bond. Different story in the US and Chinese markets where the Japanese brand is still struggling to gain market share. Sony also lowered its global sales forecast in 2015, 50 million units to 43 million.
On the customer side, it will put on the table for 599 euros Compact Z5 Z5 699 euros to 799 euros and for the premium Z5. Ultra premium rates that will have trouble convincing face a new iPhone 6S, a Samsung Galaxy S6 More Edge or a Huawei Mate S ... So when the question is asked about persistent rumors regarding possible separation the mobile division, just like what was done for the TV division, Gerhard Sturm thank for having asked while meeting the interrogative: "Why do you think that one invests in the Champions League and which is launching three new products? ". Sony is clinging to its mobile division and believes in other growth drivers: the wearables or connected objects. Another market that promises to be even more competitive ... The latest figures from IDC, however, prove that everything is still open to this new market.
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