It is no secret that Sony phones do not promote too effectively anymore – the corporate reported promoting solely 1,000,000 mobiles within the monetary quarter ending 31 December 2020, which is down 22% from the earlier yr. Whereas gross sales figures for the entire yr aren’t in but, that paints a bitter image of cellphone gross sales for the Japanese tech firm that reportedly sold 100 million phones in 2007.
So why aren’t folks shopping for Sony telephones anymore? The burgeoning abundance of cellphone manufacturers does not assist, with myriad Chinese language corporations taking larger and greater bites of the market pie, however one other large subject is the value.
In our critiques of the Sony Xperia 1 and Xperia 5, the model’s top-end and mid-range entries respectively for 2019, we known as out the excessive prices of every cellphone; for our Xperia 1 II and Xperia 5 II critiques, we went as far as to record the excessive costs within the ‘cons’ record of the critiques, signifying the excessive value was a significant subject for the smartphones.
Whereas Sony telephones will be nice, with highly effective processors and handsome screens, smartphone followers are all the time after worth for cash, one thing you are not essentially getting in case you’re shelling out large quantities for a tool. That is one thing Samsung realized, and it is one thing Sony wants to determine too for its upcoming Xperia 1 III.
Samsung Galaxy S21 gross sales are in
Whenever you examine the Samsung Galaxy S20 and Galaxy S21 on paper, you understand the corporate’s latest flagship for 2021 does not provide many upgrades on its 2020 predecessor. The massive change for the newer gadget was a decrease asking value, and that appears to have made all of the distinction.
Chatting with the Korea Herald, Samsung studies that its Galaxy S21 gross sales are up 30% year-on-year in South Korea – the corporate was particularly speaking about gross sales within the cellphone’s first two weeks of existence, suggesting there’s much more preliminary pleasure for the newer, extra reasonably priced units.
Moreover, a statement from Samsung UK confirms the S21’s gross sales have additionally overwhelmed these of the Samsung Galaxy S10 from 2019, not less than within the UK. Over half the collection’ pre-orders had been for the Galaxy S21 Ultra, however that too is cheaper than its predecessor.
So, Samsung’s new, extra reasonably priced smartphone sells higher than its predecessors, regardless of not bringing many adjustments? It appears laborious to disclaim, then, that the cheaper price is immediately liable for these improved gross sales.
What Sony can study
Samsung’s success with promoting lower-cost smartphones ought to ship a message to all cellphone makers, however notably to Sony, which is seemingly battling cellphone gross sales in the meanwhile.
Hypothetically, if Sony’s focus for the Xperia 1 III wasn’t in making a movie-watching and game-playing powerhouse, because it appears the model’s focus was for the earlier Xperia units, however as an alternative on making the same cellphone to the Xperia 1 II however at a decrease price, it may win prospects over.
There could also be causes the corporate has shied away from such a transfer previously – Sony merchandise in lots of classes are usually high-priced ones, with its Alpha A1 digicam, PlayStation 5 video games console and WH-1000XM4 headphones all costing prime greenback. Nonetheless, there isn’t any level within the firm single-mindedly placing out top-price merchandise if no-one’s going to purchase them, irrespective of how premium the resultant cellphone.
A number of the older smartphone manufacturers are giving up the ghost – studies recommend LG will stop making smartphones, HTC pumps out about one cellphone a yr, Blackberry has been gone so lengthy it is primed for a nostalgic revival, and even Nokia, although nonetheless placing out units (albeit by HMD World), has grow to be slightly spotlight-shy.
Sony must make some adjustments to make sure it does not go the identical method as its contemporaries, and whereas placing out extra reasonably priced smartphones would not completely reserve it, it might be a very good first step.