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Sony’s Smartphones Plan could Backfire in China, U.S.

WASHINGTON — Sony’s CEO’s ¬†shot to restore profitability to a once-proud Japanese electronics giant may backfire if a concrete plan for its smartphones is not implemented sooner rather than later, some say.

sony xperia z1 [1]Reuters reported [2] that Sony CEO Kazuo Hirai plans to have his company’s smartphone, the Xperia [3], eventually take over the smartphones market from Apple’s iPhone and Samsung’s Galaxy series.

But, without a laid-out plan to aggressively sell and market the Xperia, Sony’s latest venture could flop and become a disaster. China and the U.S. are the world’s two largest smartphone markets, but no nation-wide advertising campaign has hit major cities in these countries.

Instead, Sony may have conceded those markets to Apple and Samsung (where it dominates China’s market [4] with a 19% share and Apple has only %5) and will focus their advertising and marketing in Europe and in its home base of Japan. Europe and Japan make up 60% of their smartphone sales. Their smartphones are currently ranked 7th in the world.

One of the major reasons to stay out of an aggressive Chinese or American advertising and marketing campaign is that there’s a lack of Sony smartphones being sold by major carriers. Only T-Mobile sells Sony smartphones in the U.S. and it is the fourth-largest smartphone carrier. Sony has been almost shut out of the Chinese smartphone market.