Sony is known the world over for cutting-edge electronics design. Sony Mobile enjoys a reputation for stylish mobile communications devices. Sony created signature product designs that are successful in the market and will also inspire the people.
Sony Mobile's sales and marketing team believes that it is its mission to tell the world that Sony makes smartphones and tablets. In terms of market priority, van Schie's principal concerns are to maintain and eventually grow Sony Mobile's position in the market and to regain its traditionally strong position in Europe, where it has well-established relationships with operators and products that fit local network configuration needs. Sony also working to make a good impact in major emerging markets, including Russia, Indonesia, India and Brazil, as well as in China and the United States.
Sony is currently forecast to ship 42 million Xperia smartphones by May 2014, however they believes that Sony can double the volumes of smartphones to 80 million units by March 2016. This will not be an easy task. To hit the 80 million unit target by March 2016, will mean yearly volume growth rates of close to 40%. The targets mean that Sony needs to get serious traction in its new markets (China/US) if it realistically wants to get close.
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