17 January 2019
Sony Mobile has been facing a tough year with its sales dwindling and not much interest in its latest devices. There were a lot of problems faced by the company at the management level as well. The company’s last device the Xperia XZ3 failed to bring any interest in the consumers.
Sony’s Mobile’s vice president of Marketing, spoke about the company’s plans at the ongoing CES 2019 event.
“We’ve been undergoing a lot of change,” Mesa stated. “Every component of our business has been touched.”
The company’s management has been reshuffled to bring a fresh strategy for Sony Mobile. Shigeki Ishizuka is now the company’s head of development and comes from the very successful camera division. Ishizuka has been instrumental in establishing Sony as a top camera maker, and it will be interesting to see how he will turn around the mobile division. With cameras becoming an important part of mobile phones nowadays it seems to be the right direction.
“We are going to be announcing products at MWC,” Mesa confirmed. “What we present there will be a first step showing the direction we are going.”
Sony will need to have the right strategy as well as launch some interesting products to stand out from the competition. The company has been a slowdown in sales, and it remains to be seen whether it plans to jump onboard with 5G technology, as rivals Samsung, LG, and others are ready to launch their 5G products in the first half of 2019.
“5G is a challenge,” Mesa said. “Some people may be holding off buying a new device because they’re waiting for it. But we don’t want to rush and put the cart before the horse — the experience has to be good.”
Sony is reportedly working on Xperia XZ4 and the phone is likely to make an appearance at the MWC 2019 event.
“What consumers can expect from us is a more true Sony, with greater convergence of content and device,” Mesa said. “And hopefully we can surprise a few people.”