Recently Sony announced that it expected annual loss to swell to $2 billion at a press conference. The loss is due to its troubled smartphone business. It is not surprised to hear such news because the current smartphone market has been mostly occupied by Apple and Samsung. Aside from that, strong Chinese rivals are another key reason for sony’s loss. Why sony could not compete with Apple? Because of the technology? The answer is no. Actually Sony’s smartphone has its own advantages like the high screen resolution and pixel. However, Sony is lack of the differential strategy. It is the fact that iPhone has gains the most loyal customers because of its founder Steve Jobs’s inspiring legendary. Without making a big difference, it is not easy to win over the smartphone market share. To save their smartphone market, I think the first thing is to increase the advertising. In Apple’s biggest market, China, iPhone’s TV commercial is broadcasting intensely, but Sony Xperia never did the advertisement on TV, the most effective way of advertising.
Source:
Sony predicts $2.1 billion loss, Jordan Andrew’s Blog
https://blogs.ubc.ca/jordanandrews/2014/09/18/sony-2-billion-loss/
“Beleaguered Sony predicts $2.1 billion loss as smartphone future falters”