Mobile & Tabs

Why did Sony fail?

If you’ve ever used Sony Walkman players or Xperia phones in the past, you probably assumed that Sony would be the market leader in the mobile technology in the future.

Sony was the fourth largest mobile phone maker at the time. In the beginning of 2010, the X10 was released. It was the first Xperia device to run on the Android operating system, while prior versions had run on Windows Mobile. The phone received a lot of attention for its design. But why did Sony fail? Let’s explain the reasons of Sony’s failure in the market.

Reasons of Sony’s failure in the market

Without a question, the iPhone is one of the most significant technological advances of our century. Steve Jobs introduced the iPhone on January 9, 2007, transforming phones into iPhones. However, this was bad news for Sony, and other phone brands. So, let’s talk about these factors of Sony’s failure.

It was Expensive

The exorbitant cost of Sony’s phones is undeniably a huge problem. Sony made a direct attempt to compete with Apple. However, Apple had a competitive edge over other manufacturers since it was the market leader.

No other phone offers the same level of user experience as Apple’s iPhones. Other phones at the time were mostly focused on low-cost models.

Their strategy was to gain as many clients as possible, even if it meant foregoing premium features. Sony, on the other hand, went in the opposite direction. They began producing high-end phones. However, they were unable to compete with iPhones and began to lose market share.

There are no unique selling points or innovations.

Sony’s Walkman series and Ericsson phones both included new features, such as a colorful screen and a digital camera. When they started developing Android phones, though, their creativity slowed.

The above-mentioned X10, for example, was commended for its design. However, using Android 1.6 at a time when rivals were using Android 2.1 was a flaw. Due to the extensively skinned OS, there was a significant delay in the firmware upgrade. Other firms gradually began to provide the same features as Sony at a lesser cost.

They tried to add new features, such as a 4K screen, but it was pointless because a 6-inch screen does not require a 4K screen. Sony continued to make pricey phones, but they lacked a strong distinguishing feature. As a result, they progressively faded from the market.

There is no target segment

The Walkman series was primarily aimed at teenagers. However, when it came to manufacturing cellphones, they forgot to target a certain demographic. Every rival of Sony has a certain client in mind.

Some cater to clients with a limited budget. Some concentrate on camera enthusiasts, while others concentrate on the greatest displays and cameras. Sony, on the other hand, appears to have been unconcerned about a certain consumer.

They simply manufacture phones at a whim and experiment with them. Sony had unique selling points in the areas of photography and music. However, they undoubtedly squandered this chance.

Trends are taking a long time to catch up with.

Many businesses that fail to innovate merely follow market trends. They produce phones at a lesser cost and invest the profits in research and development.

Sony, too, was befuddled by this tendency. Their phones had had huge bezels till recently. Sony was a little late in introducing dual-camera phones. Surprisingly, Sony sells image sensors to all of the major corporations.

Other brands, such as Huawei, Samsung, and Apple, provide excellent camera phones. Despite having a USP in the camera, Sony has shockingly failed to produce fantastic camera phones.

The BRAVIA televisions from Sony are fantastic. Perhaps no one can match their displays. Samsung, on the other hand, makes the greatest smartphone displays. It’s quite unexpected!!

Didn’t Form a Valuable Partnership

The Ericsson partnership was going swimmingly. However, in 2012, Sony purchased Ericsson stock. They failed to form a good collaboration in the United States.

People in the United States purchase phones on a contract basis. Many corporations in the United States create ads for other businesses so that clients in those countries can purchase phones on a contract basis. Sony attempted to undertake all of the advertising on their own due to a lack of a suitable collaboration.

However, because Sony’s profits were dwindling, they couldn’t afford to run commercials on their own. They pulled out of South Asia, West Asia, and South America to focus on their core market because the situation was so bad.

The problem of Sony’s failure still persists

So, when it comes to smartphones, will Sony make a comeback? Let’s hope that’s the case. They’ve already made some strides. They’ve made significant improvements to their camera.

Software for video and photo processing is also being enhanced. They’re also adding PlayStation features on their phone. However, the problem persists. Their phones are all still rather pricey. So, if Sony makers some low-cost phones, they might be able to pull it off and become the market leader in the mobile technology, again.

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