Sony’s smartphone revival.


Today brings news of a renewed energy at Sony Mobile, as the manufacturer climbs above RIM (Makers of BlackBerry) and HTC – Sony have not held such a position since the days of its K Series phones.

According to research firm Canalys’s latest figures, Sony sold 8.8 Million handsets in the third quarter of 2012, compared to 6.2 Million in the same quarter last year4.4, a full 41.1% growth year-on-year, thus seeing Sony claim a 5.1% market share.  Sony’s more driven and well placed marketing campaigns, alongside the re-introduction of ‘Brand Bond’ in ‘Skyfall’, has made for some huge gains at the Japanese smartphone maker.  Sony also looked strong in their home market of Japan, as the Xperia GX and SX (both LTE devices) accounted for over 14% of all smartphones shipped.

 

While Apple and Samsung lead by quite a margin, Sony have seen steady growth.

 

HTC and RIM both saw drops in both sales and market share – somewhat expected after HTC’s rather rocky journey earlier this year (http://www.bbc.co.uk/news/technology-19638862).  RIM, much akin to a falling superstar, have had their troubles well documented, with talks of sales (http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/telecoms/9468187/IBM-considers-buying-RIMs-BlackBerry-server-unit.html), and heavy losses despite misleading surges in share prices (http://www.guardian.co.uk/technology/2012/sep/28/blackberry-rim-problems).

With Sony’s latest portfolio (which includes the superb Xperia P, and the former flagship Xperia S) led into battle by 007’s ‘Xperia T’ – has the change from ‘Sony Ericsson’ to ‘Sony’ been a good one?  Well, according to the general feeling amongst consumers, yes.  When it’s backed up by cold figures?

Most definitely.

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