Sony’s camera division launched products on time, but the mobile division fell into a quagmire that caused Sony smartphones to be delayed for months between announcement and sale, greatly reducing users. interest in the product.
According to PetaPixel, Sony’s smartphones are not bad, but on the contrary, they are very good quality. But despite the phones that have attractive designs, specifications, and perform well, Sony’s smartphone market share in the US and globally remains at the bottom.
In 2017, Sony accounted for less than 1% of the global market, 4.8% in Europe and 16.3% in Japan. Things didn’t get better over time, as it continued to capture a market share of less than 1% globally in 2020 and even lost market share in Japan, dropping to 9.73% that fall. By September 2021, Sony’s market share in Europe had dropped below 1% and its phones couldn’t even appear on the US sales charts.
Today, Sony isn’t even on the list of global smartphone sales leaders, led by Samsung, Apple and a host of other Chinese smartphone makers.
Selling a smartphone is not easy. There are many factors to consider if you want to be successful, especially in the US, where manufacturers often partner with carriers like Verizon, AT&T and T-Mobile to bring phones to market and each Each place has different requirements and fees associated with launching, that’s not taking into account marketing deals or special promotions that come with data plans.
Xperia 5 III Official Product Video – Speed and beyond, made compact
But aside from these problems, Sony has been the worst at letting the heat of a newly launched product cool down. The Sony Xperia 5 III was announced in April 2021, but it will not be available until early 2022 in important markets such as the US (in Vietnam, the Xperia Pro-I and Xperia 5 III duo have been available for pre-order since the end of the year). from November 22 to December 12, half a year after the date of introduction).
Xperia 5 III is equipped with a 6.1-inch screen, using an OLED panel with Full HD + resolution, 120Hz refresh rate and 21: 9 display ratio. This machine is equipped with Snapdragon 888 processor, 12GB RAM, 128GB memory. This is a very good configuration, but 9 months is a long enough time for modern smartphone technologies to become less attractive than in the past, and a small percentage of potential buyers notice it even. You may even have forgotten that it even existed.
Besides, $999 seems like a hefty price tag as very soon we’ll start to see smartphones with Qualcomm’s newer Snapdragon 8 Gen 1 processor.
It can be seen that the life cycle of a flagship smartphone is not long, before there is another device to replace it, and the huge gap between the launch date and the sale has taken too much valuable time from the smartphone. Sony before they had a chance to become popular.
Fortunately, Sony may have finally learned its lesson. The company launched the Xperia Pro-I last October and went on sale not long after. While it’s ironic that a phone that hit the market months after the Xperia 5 III could go on sale earlier in the US, it does suggest that Sony may have realized that it needed to be quicker to launch the phone. put their devices on the shelves, to keep customers excited.