Sony’s retreat from the smartphone market continues. The company has confirmed that it’s shifting its strategy in one of the most lucrative smartphone markets on the planet. Sony is now going to sell only its premium flagship handsets in India and it’s going to concede the mid-range market completely to rivals. The confirmation of this shift in strategy comes from Sony’s head of the Xperia business in India Vijay Singh.
This is part of Sony’s drive to turn its troubled mobile business into a profitable and sustainable company globally. The “sharpening” of its focus so to speak has to do a lot with that desire to transform, so Sony is going to be very focused on select products and sales channels in India.
Sony has been hard at work trying to revive its struggling divisions, it’s pursuing a policy of cutting loose divisions that are weighing the conglomerate down. Sony recently announced the intention to sell off its iconic battery business which only underscores the need for the company to turnaround its handset business.
Sony’s marketing strategy in India will now revolve around its premium handsets as it hopes to get a bigger slice of the pie in the high-end market, where demand may be lower but the profit margins are higher.