On May 21, Sony held a meeting to announce the company's strategy in fiscal year 2020. At this meeting, every sub-division of Sony will offer its business direction in time. coming, which includes the company's mobile segment.
Sony said it expects the mobile segment to be profitable by 2020, through reducing operating costs by half compared to 2017. In addition, Sony also expects the mobile segment to work more closely with the others. The rest of Sony's electronics division, such as cameras, audio, and images, offers more attractive smartphones, such as the Xperia 1 recently released by Sony.
Another important change is that Sony will significantly narrow its market and focus only on certain markets. Specifically, Sony will focus on selling its smartphones at home in Japan, Europe, Taiwan and Hong Kong.
On the contrary, as a way to reduce operating costs, Sony will also stop focusing on many markets that are not effective for the company. According to the chart Sony offers, the dark red area (Non-Focus and Defocused Regions) will be places where Sony reduces focus or completely withdraws its smartphone business. There are many territories and countries on this list such as India, Australia, Canada, South America, Africa, Middle East and Southeast Asia, including Vietnam.
In Vietnam, according to the information we have given, Sony has moved away from Vietnam a year ago. Although the Mobile World system later quoted Sony Vietnam representative as saying "This is untrue information" and "is promoting to bring Xperia XZ3 to Vietnam", However, in fact, we can clearly see: no big system of Sony and Sony phones business does not bring models like Xperia XZ3, Xperia 1 or Xperia 10 to Vietnam.
At the end of the fiscal year 2018, Sony sold only 6.5 million smartphones, less than half of the previous fiscal year. Latest statistics at the beginning of 2019 show that Sony's mobile market share is less than 1%.
Report of Nikkei said Sony is cutting 50% of its smartphone staff in 2020. In addition, Sony has just closed a smartphone factory in China.