WITH global sales in its mobile communications business expected to be below its May forecast, Sony Corp.’s Philippine subsidiary introduced recently three new models of mobile devices.
The company is using a social-media campaign to promote products under the Xperia Z3 brand of mobile devices being introduced to the local market.
In its consolidated financial results for the first quarter ended on June 30, Sony said for its mobile business, the company “plans to add to its flagship Xperia lineup in a timely manner and to enrich its entry-level product lineup to address specific local needs.”
The Japanese entertainment and technology giant said sales in its mobile business increased 10.1-percent year-on-year (a 2-percent increase on a constant currency basis) to ¥314.3 billion ($3.112 billion).
But this increase, according to Sony, was primarily due to the favorable impact of foreign currency exchange rates even on increased smartphones sales but “partially offset by a decrease in unit sales.”
Sony said it recorded an operating loss of ¥2.7 billion ($27 million) compared to operating income of ¥12.6 billion in the same quarter of the previous fiscal year.
The company said this “deterioration” was primarily due to the recording of a year-on-year increase in marketing expenses.
However, Noboyushi Otake, president and managing director of Sony Philippines, declined to say how much sales they expect from the firm’s marketing campaign for the Philippines.
“At Sony, we strive to create an impact in lives of consumers not just with innovative devices and services but with rewarding opportunities such as the [marketing] campaign,” Otake said.
Sony’s models being sold to the country features a large screen, Sony Philippines Manager for Mobile Communications Vince de la Cruz said.
De la Cruz added one model is more compact and lighter but which “doesn’t ask you to compromise on features.” “Consumers demand and deserve greatness from their smartphone—in design, camera and battery life. That’s precisely what we aim to deliver with Xperia Z3 and Xperia Z3 Compact, at the same time as delivering leading innovations such as unique Sony camera experiences and, for the first time, PS4 Remote Play in two beautifully designed, fully waterproof smartphones,” he added.
Documents provided by de la Cruz during the product launch in Makati City recently bared the Xperia Z3 is 7.3 millimeter in size, has a rounded aluminium frame and tempered glass panels and weghs 152 grams.
For those who prefer an easy to carry mobile phone, the Z3 Compact’s rounded liquid reflection frame with tempered glass panels gives an elegant, premium finish, according to Jose Benedicto, Xperia marketing office head.
The Xperia Z3 Compact is 8.6mm thick and weighs 129 grams, documents by the company said.
The third model is the 8-inch tablet, which is 6.4mm in size and weighs less than 270 grams.
“The newest Xperia line has highly vaunted Sony technologies and ecosystem,” Otake said.
Sony said in its consolidated financial report that it also expects a decrease in unit sales of mid-range smartphones, which were expected to significantly grow mainly in emerging market countries.”
“Operating income is expected to be below the May forecast primarily due to the above-mentioned expected decrease in sales, partially offset by a reduction in marketing expenses and research and development expenses.”
Sony Corp. added these factors “as well as increasingly competitive markets in various areas, could continue to adversely affect the Mobile Communications business.”
The company will bare financial position on October 31.