Sony is one of the world’s most recognizable names in consumer electronics, with strong dominance in televisions, PlayStation gaming, and digital cameras. While many assume Sony Xperia smartphones have lost their popularity in today’s competitive mobile market, the company remains firmly committed to the brand.
Recently, Sony’s Chief Financial Officer, Hiroki Totoki, emphasized that despite challenges in the mobile sector, the Xperia brand remains a vital part of Sony’s overall business strategy. His remarks underline the company’s long-term commitment to maintaining its presence in the smartphone industry.
Sony still believes in Xperia smartphones
Sony’s Chief Financial Officer emphasized that the company has no plans to abandon its Xperia smartphone lineup. He highlighted that Xperia remains “very important” and continues to play a key role in Sony’s overall business strategy. According to him, Xperia devices are more than just smartphones — they serve as a bridge connecting Sony’s wider ecosystem of products, including its renowned Alpha cameras and high-quality audio devices.
While Xperia may not currently enjoy the same mainstream popularity as leading smartphone brands, Sony believes the lineup still delivers unique value. Rather than competing solely on sales volume, the company is focused on creating premium experiences that resonate with dedicated users — particularly photography enthusiasts and music lovers who already trust Sony’s technology.
Sony Xperia faces tough market competition
The global smartphone market is fiercely competitive, with dominant players such as Apple, Samsung, Xiaomi, and Vivo leading in sales volume. Compared to these brands, Sony Xperia smartphones account for a much smaller share. Acknowledging this reality, Sony’s CFO admitted that Xperia is a niche player in the industry but stressed that it remains highly meaningful within Sony’s overall business strategy.
Unlike many competitors, Sony does not aim to compete across every price bracket. Instead, the company positions Xperia as a premium, camera-focused smartphone line. These devices are designed specifically for users who value professional-grade photography and want to experience Sony’s acclaimed camera technology integrated into a mobile device.
Why is Xperia still important to Sony
Sony is a diversified technology company that produces a wide range of products across cameras, gaming, and electronics. Its high-end camera sensors are even used in devices from other manufacturers. The Xperia smartphone line allows Sony to test its cutting-edge camera technology directly with users.
According to Sony’s CFO, Xperia also serves as a platform for innovation and experimentation. The mobile division collaborates closely with other Sony teams to develop technologies that benefit the entire company. This includes advancements in camera performance, display quality, and gaming experiences, ensuring that Xperia contributes to Sony’s broader ecosystem of products.
Xperia 1 VI: A new hope for Sony fans
Despite the challenges in the smartphone market, Sony continues to launch new Xperia devices, with the latest being the Xperia 1 VI. This flagship model is designed to deliver a premium user experience, showcasing Sony’s expertise in display technology, audio performance, and advanced camera capabilities.
With the Xperia 1 VI, Sony targets cinema lovers and tech enthusiasts seeking a distinctive smartphone experience beyond mainstream brands. By combining cutting-edge features and high-quality performance, Xperia reinforces its position as a premium, innovation-driven mobile brand within Sony’s ecosystem.
Sony’s focus is not on numbers.
Sony is not focused on dominating smartphone sales charts. Instead, the company aims to create Xperia smartphones that integrate seamlessly with its cameras, audio systems, and gaming consoles. This approach positions Xperia not just as a mobile brand, but as a key component of Sony’s broader technological vision.
The CFO emphasized that, although Xperia may not match the sales volume of other smartphone brands, it continues to drive growth in other areas of the business. He described the brand as “meaningful”, highlighting its strategic value beyond sheer numbers.
Market Share Challenges Persist
Despite the CFO’s strong commitment, Sony faces significant challenges in the global smartphone market. The Xperia brand currently holds only 3.5% of the worldwide market share and has seen a 40% decline in sales in its home market, Japan. Additionally, Sony has scaled back in key regions such as Europe and shifted from in-house manufacturing to relying on third-party production partners.
The flagship Xperia 1 VII, priced around €1,500, targets the premium segment but competes with well-established rivals such as Samsung and Apple. While the brand enjoys a loyal following among photography enthusiasts and users who value features like microSD card slots and 3.5mm headphone jacks, its niche appeal limits wider market adoption.
Tao reiterated during the briefing, “The smartphone business itself is an extremely important business for us,” signaling that Sony remains committed to its Xperia mobile strategy despite these ongoing challenges.
Frequently Asked Questions
What did Sony’s CFO say about the Xperia brand?
Sony’s CFO emphasized that Xperia smartphones remain “very important” and play a critical role in the company’s overall business strategy, despite challenges in the mobile market.
Why is Xperia considered important to Sony?
Xperia integrates with Sony’s ecosystem of cameras, audio devices, and gaming consoles, making it a strategic product that supports innovation across the company.
How is Sony’s mobile division performing in the global market?
Sony’s Xperia holds around 3.5% of the global smartphone market and has faced sales declines in certain regions, including a 40% drop in Japan, its home market.
Does Sony focus on mass-market smartphone sales?
No. Sony targets premium and camera-focused smartphones, prioritizing user experience and ecosystem integration over high sales volume.
What kind of users does Xperia target?
Xperia appeals to photography enthusiasts, music lovers, and tech-savvy users who value Sony’s camera quality, audio performance, and integration with other Sony products.
What are some flagship Xperia models?
Recent flagship models include the Xperia 1 VI and Xperia 1 VII, featuring high-end displays, advanced camera systems, and premium audio capabilities.
How does Xperia support innovation at Sony?
The Xperia line allows Sony to experiment with new technologies, improving camera sensors, displays, and mobile gaming features that benefit the broader product ecosystem.
Conclusion
Sony’s CFO has made it clear that the Xperia brand remains a vital part of the company’s long-term strategy. Despite facing intense competition, declining sales in certain regions, and a niche market position, Xperia continues to serve as a platform for innovation, premium technology, and ecosystem integration. By focusing on camera excellence, audio quality, and seamless connectivity with other Sony products, the company reinforces its commitment to delivering unique experiences to loyal users.