BREAKING EXCLUSIVE: Sony Tipped To Be Getting Out Of OZ Smartphone Market
Sony is tipped to be close to exiting the Australian mobile market due to poor sales and a reluctance by carriers to stock their new Sony Xperia XZ2 smartphone.
Currently none of the main Australian phone operators including Telstra, Vodafone and Optus are ranging the new Sony offering with insiders telling ChannelNews that the Sony models they are ranging are “old stock”.
Bianca Madden the Head of Marketing and Communications Marketing Lead Oceania for Sony Communications refused to deny the rumour when it was put to her earlier today.
She did ask for an email to be sent with the question spelt out in writing.
A source told ChannelNews “Sony is getting out of the mobile market in Australia. They are losing money in this market”.
Currently JB Hi Fi is ranging the Xperia XZ2 but sales are believed to be poor due to the $1,099 price tag.
Earlier this year Sony slashed their sales forecast for its mobile business following a weak fiscal Q3, as it also announced changes in its top management.
Its smartphone shipment forecast of 14 million was reduced from 15.5 million and would mark a reduction from 14.6 million in fiscal 2016.
The decision to get out of poor performing markets is believed to have been made by Kenichiro Yoshida the former CFO and now CEO at Sony.
Shigeki Ishizuka the director in charge of the Mobile Communications division is expected to make a statement on the state of Sony’s mobile business shortly.
Rivals such as Samsung, Alcatel and Oppo have leaped ahead of the Japanese tech giant while it struggles to keep up with the pace.
Sony, recently claimed that it would be focusing heavily on 5G technology and there might be cost-cutting measures in the place, now the rumour is a total exit of the market.
While there is no official reason behind exiting these markets, it might be because of lack of profitability. It’s not as though Sony is not betting on the smartphone maret at all. It is still actively launching smartphones.
Sony has recently launched its flagship device, Xperia XZ2 Premium, which is the first dual camera smartphone from Sony, it appears that they did not have enough devices to conduct an extensive review program.
Sony Xperia XZ2 Premium is an all-glass smartphone with Corning Gorilla Glass 5 protection on both front and back.
The device features a 4K HDR 5.8- inch display which also supports X-Reality technology for the mobile engine. Powered by Qualcomm Snapdragon 845SoC paired with 6GB RAM and 64GB of internal storage, that can further be expanded up to 400GB via microSD card
The smartphone is backed with 3540mAh battery that supports Qnovo Adaptive fast charging.
Coming to the camera, the smartphone has a Motion Eye Dual camera setup of 19-megapixel Exmor RS sensor and a 12-megapixel monochrome sensor at the back. On the front of the phone, there’s a 12-megapixel sensor for catering the selfie needs of the users.
The exit of Sony opens up oppertunities for brands such as Alcatel and Oppo claims one observer.