Wired
(Photo/Photo by reporter Huang Zhaoxiang)
Sony’s mobile department has been in a downturn in recent years. However, as the organizational policy has changed, it has gradually begun to improve. After continuous losses, it first relied on streamlining the product line to make Xperia profitable even if the sales volume was greatly reduced compared with the peak period. Now there is even more good news! Xperia sales began to pick up.
According to the Sony Group’s 2021 fiscal year report (July-September), the mobile sector earned 991.0 billion yen (approximately 242.5 billion yen) in a single quarter, a 25% increase compared to the 791.0 billion yen in the same period last year, although no detailed amount was provided. , But Sony stated that the growth momentum comes from “increased sales.”
Since Xperia 1, Sony has significantly changed the trend of its flagship mobile phones. It is no longer targeting the mass market, but targeting specific professional groups, from the first generation Cinema Pro all the way to Photo Pro, and the recent launch of the ultra-flagship Xperia PRO-I. They are all aimed at creators and professional workers.
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