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The author:(作者)aaapublished in(发表于) 2014/9/20 11:58:58 Sony did something wrong，
Sony did something wrong-Sony, Sony mobile phones-IT newsSony did something wrong
Selling was seen as lost baggage VAIO PC business, spin off a long-term loss-making television business, Japan consumer electronics giant Sony (2014 is expected to be more difficult than 2013.
This foot-dragging, is President and CEO of Sony Group Hirai hopes the mobile communications business. In between both ends of Apple, Samsung and China manufacturers, once radical, Sony was conservative. On September 18, Sony China official told the China Times reporters confirmed that Sony will be adjusted in the field to ensure profits.
Sony's Hirai masterpiece subtraction, since it came to power has been proposed to revive Sony. But 3 years past are seen as Japan recession miniature Sony apparently are fighting for survival.
Performance yukui expanded 5 times
Less than two months ' time, allowing Sony to its 2014 fiscal year net loss expected, expanding by nearly 5 times times.
On September 17, Sony announced that fiscal 2014 is expected to achieve a net loss of 230 billion yen (press day exchange rates, about 12.9 billion yuan). On July 31 of this year release time for one quarter, Sony's expectations of this figure is only 50 billion yen.
Outside even more surprising is that Sony is facing a financial crisis.
Hirai announced on the same day, Sony will cancel the year-end dividend in fiscal 2014 and said management believes the situation is very serious.
This means Sony will cancel dividends for the first time since listed in 1958. Even appeared close to 456.7 billion yen loss in fiscal year 2011, Sony has still not been abolished in dividends.
The main reason Sony performance made such a massive cut, was until recently was Hirai as Sony's revival main mobile communication services.
Sony announced that mobile communications sector for the medium-term plan to make adjustments will make 180 billion yen operating loss. This is equivalent to the mobile communications sector as a whole the value of goodwill.
This apparently surprising. Mobile business had previously been regarded as one of the three pillars of Sony's revival (other digital imaging and gaming). While in the 2013 fiscal year, Sony's mobile business's sales and operating income was an increase of nearly 30%.
Sony China official reporter for the China Times said Sony's the net loss amount is adjusted, because Sony's mobile sector make strategic adjustments to the medium-term plan, not because mobile phones businesses losing money, it's only stock market that.
The Sony China official told reporters: "we estimate for revenue this year to be 7.8 trillion yen. I believe that second-quarter earnings come out, move there will not be much change. But the company changed. Because there have been reviews Sony make a decision very slow, so don't hesitate to make a change, in anticipation of earnings reports to be reflected. ”
But she told reporters Sony's mobile services revenue was not ideal, "while in the first quarter of this year, mobile performance is bad. ”
Sony released the end of July this year, according to a quarterly, Sony's overall net profit rose as high as 757%, which should be the engine of the mobile communications business experienced a loss of 2.7 billion yen. Over the same period last year, the figure was 12.6 billion yen profit.
To adjust the Smartphone business, Sony also plans to layoff about 1000 people in the world, equivalent to the business sector employs 15%.
The Sony China official told reporters, no messages from the head office layoffs. But the individual is expected to have some impact. She told reporters Sony's mobile sector is one of Sony's three major research and development centers. Sony Mobile has 2000 employees in China.
Move business becomes conservative
Look, mobile communications business of the medium-term plan, it is a strategic shift from offensive to the conservative.
Sony announced that mobile communications service in a specific area of the strategy will be adjusted. But the Sony official, told reporters in China so far have not received specific adjustments to mobile business strategies.
Sony China official says above, adjusted basis, Sony will focus on high-end models, ensuring profit in key markets. According to press reports in Europe, the United States, and Japan, China is Sony's four most important markets for mobile communications. In this field, Sony apparently faces pressure from Apple, Samsung.
Market research firm Canalys statistics show 2014 global Smartphone shipments almost 280 million in the first quarter. Samsung's share of the market accounted for by 31%. Second Apple shares was 16%.
Compared with Apple, Samsung, Sony has few innovative products launched.
Market research firm iSuppli research director Wang Yang, China told reporters that Sony Japan behind closed doors problems most companies face. From the Japanese perspective is perfect, but viewed from the outside world, popularity is not high.
In addition, Sony in emerging markets such as China and South America has been hit by competition from domestic manufacturers. Also data from Canalys show that top smartphone makers, manufacturers accounted for half of China.
Cost is a Sony problem difficult to solve. Almost all European and American mobile phone manufacturers also faces challenges in emerging markets.
Mr Wang said to reporters, China's low-end business machines, gross margin 10%, amounted to only 2%-3%. This phone makes Japan corporate losses, because its development, marketing, operations and other costs are still too high.
But what is worrying is, historically, the mobile business is the fate of Sony televisions, computers which once prevailed in core business.
According to press reports, because of the slow response to market, VAIO computers, TV business had suffered from Korea, China and the region's manufacturers continue to erode, leading positions fell.
Where is the future
Mobile business downturn, obviously rangpingjingyifu of the revival of Sony faced questioning.
In May this year, Hirai announced that e-businesses "will complete the implementation of structural reforms, business profitable in 2014." His stated goal is profit of 125 billion yen.
, However sell the PC business, spun off a loss of 790 billion yen for the last 10 years TV business, cut costs and sold the building to a series of subtraction, in the provision of mobile communications services before succumbing to 180 billion yen loss.
Hirai in his first two years, Sony's performance is not encouraging.
Sony's 2012 fiscal year net profit of 43 billion yen. And not shy away from an important profit factor is that Sony sold in that year United States headquarters received $ 1.1 billion in the transaction. 128.4 billion yen in losses for the 2013 fiscal year, Sony is earnings downgrades for 3 consecutive times.
In first ever dividend cannot be achieved by a severe financial situation, in the case of not stimulating growth of mobile communications services, Sony has been doing subtraction, Hirai third year in Office, obviously still in a fight for survival.
Sony May 22, 2014-business policy description, Hirai said it will film and music entertainment business and financial business positioned for growth pillars, strive to 2015 to achieve scale consolidated operating profit of 400 billion yen. According to press reports, the two big business in fiscal year 2013 as a whole received more than 270 billion yen, operating profit.
New business is still expanding.
The Sony China official told reporters this year group's strategy is to develop new business, parts like batteries, lenses are the focus of development.
However, she told reporters, though they maintained a good momentum in the development of new business and profits are high, but the share of group is not particularly large.
Insiders told reporters the evaluation said, the business organization is too big, slow, Sony Japan is one of the most important reasons that big companies to seize market opportunities. Behind all this is represented by the rapid rise of Asian rivals, China and Japan business to stand still.
Has been eager to revive Sony, which also has much of a chance?
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