As inventor of Sony Walkman and maker of world’s most popular game console, Sony have enjoyed popularity over years. But electronic devices have not been the main core of Sony’s business for long time and now it is crunch time for Sony Mobile, most problematic Sony’s holdings.
The stakes could not be higher either and if worse comes to worse this 2016, 2017 will be the year that Sony Mobile might up for sale.
Sony in the midst of multiyear “restructuring” plan since its current president Kazuo Hirai was appointed in 2012. Cost cutting and profit optimization is the game and this effect have been making their way through Sony Group’s businesses, Sony Electronics, Sony Pictures , Sony Music and Sony Mobile.
In 2015, Sony Mobile clearly given a mandate to get back to profitability by 2016 or face consequences.
At end of 2014, a new Sony Mobile chief was then appointed, Hiroki Totoki, and Hirai gave new CEO a clear mandate: get mobile division back to profitability by 2016 or face consequences. Considering Sony already sold off its computer division in 2014, the seriousness of task ahead was clear.
While Sony Group become more profitable in recent years thanks to Hirai’s streamlining changes even as overall revenue remained relatively flat – Sony Mobile among the last divisions to be overhauled. The lack of management attention being paid to mobile is now evident in number of often embarrassing problems the division faced in recent times.