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Sony's smartphone sales volume FY 2016-2019

As the company is performing well in terms of overall annual sales, with increasing numbers since fiscal year 2014, Sony’s smartphone sales have dropped by over 50 percent in only two years. In fiscal year 2018, the Japanese multinational conglomerate sold approximately 6.5 million units and is forecast to sell about five million smartphones next year.

Competition is becoming tougher

Reasons for Sony’s struggle in the mobile communications unit were decreased sales in Europe, Japan and Latin America as well as growing competition by manufacturers like Samsung, Huawei and Xiaomi. Xiaomi and Oppo have recently also entered the markets in Europe, putting more pressure on Sony, whereas its South Korean competitors LG and HTC are facing the same problems with decreasing sales.

Saturated smartphone markets

But the mobile industry is generally in trouble with saturated markets for years now. Even Apple and Samsung reported shrinking profits in the last quarter of 2018. As current smartphone technology is already advanced, consumers are seeing less technical improvements in products, leading to less incentives to buy a new phone with only minor differences for a higher price.

Smartphone sales volume of Sony Corporation in fiscal years 2016 to 2019

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Release date

April 2019


Worldwide, Japan

Survey time period

FY 2016 to 2018**

Supplementary notes

**The company’s fiscal year starts on April 1 of the stated year and ends on March 31 of the following year.

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