Sony Mobiles decided to defocus on Indian mobile market keeping the poor financial performance in mind, in the period in between 2015-2017.
Sony got only 0.3% nominal growth in the above period compared to previous period’s growth i.e. 8.1% in the major markets like India, China, Brazil and Indonesia.
So Sony decided to concentrate less on India, US, China and Brazil and focus more on Japan, Europe, Middle East markets. Sony is not pulling off all the existing products from our country; instead, it will spend less on marketing those mobiles.
In the last couple of years, the entire smartphone market in India changed a lot. Mobile manufacturers like Xiaomi, LeEco, Lenovo, ASUS, Micromax evolved as the major players in Indian mobile industry. They grabbed the Indian consumer pulse and manufacturing middle range smartphones with higher specifications. Even though they are keeping lower margins on every handset, they are earning through higher volume sales.
But Sony failed in this aspect. It mainly concentrated on high-end smartphones that cost more than Rs. 20,000. At such price point, Indian consumers apparently choose Samsung and other more trusted brands instead of Sony.
In June Sony launched Sony Xperia X and XA in the Indian market. Sony already announced that it is killing Xperia M and Xperia C series phones. All these changes are clearly indicating that Sony is entirely lost the market in certain segments of the World’s mobile market. Sony has to think more innovative to regain it’s market share otherwise it has to quit from other markets also shortly.