Where is Sony's painful road ahead?

As a representative of Japanese companies, Sony was originally expected to make great strides. In fact, Sony itself has been constantly adjusting its strategy in the hope of making a comeback. It originally planned to focus on the mobile strategy, but it was unexpected that Sony suffered the most in the mobile market. It is not sure how to explain the expected loss of 204 billion yen to shareholders.

The decline in the mobile market has forced Sony to rethink its life. What should it do in the future? How can it get out of the quagmire? It is reported that in the next three years, Sony's component business and film and television business will become the growth points of revenue. Does this mean that Sony is suspected of giving up on mobile terminals?

Sony said it expects its mobile phone business to lose 204 billion yen in operating profit. In order to save money, it is reported that Sony will stop sponsoring the World Cup. Sony is currently one of the six "official partners" of FIFA, but the contract between the two will expire at the end of this year. It is worth 33 billion yen (279 million US dollars) in the contract, so Sony is obviously going to save money.

In order to gain opportunities in more fields, Sony's research and development is constantly taking unconventional approaches. Recently, there is news that Sony is going to launch an e-paper watch. It is reported that the screen and strap of Sony's new watch will use e-paper materials. The design of this watch focuses more on fashion, while placing the complex functions of existing wearable devices in a secondary position. I wonder what the purpose of this move is?

It is reported that this is one of the first products of the new department established by Sony CEO Kazuo Hirai. Although Sony has launched various products in recent years with good reputation, it has never produced a killer product like Walkman and PlayStation. I wonder what position paper watches will occupy in the market? You should know that Apple Watch will be officially launched next year.

It is reported that in order to stimulate innovation, Kazuo Hirai launched an innovation project called Seed Acceleration Program within Sony, allowing employees to propose ideas and raise funds inside and outside the company. It is reported that in the first round of solicitation in June, Sony received 187 applications, of which 80 were advanced to the next stage. In fact, this idea is not unfamiliar to many Internet companies. We know that Shanda has also made many arrangements in this regard. However, the mass production of innovative products is the key, and mass production after creativity is the root that can truly bring benefits to the company.

Sony has basically withdrawn from the first-tier competition in the TV and mobile phone markets, so it is inevitable to find a new way. However, it is not easy for Kazuo Hirai to determine the future development direction. The loss of mobile phones and making money from components such as cameras are embarrassing for Sony.

It is foreseeable that the mobile phone business can no longer bear the heavy responsibility of Sony's recovery. In fact, I have advised before that it might be a good idea for Sony to sell its mobile phone business. Just like the disc player market in the past, the mobile phone market is now a completely red ocean competition. Since Sony has already failed in this market, it should get out and turn to the blue ocean strategy to find more new profit growth points and innovation points.

Sony expects that 63% of the revenue of the company's equipment business unit in fiscal 2017 will come from the camera components and image sensor business. Sony said today that the company hopes to become the largest supplier of image sensor components for smartphones and expand into the automotive and wearable device markets. It is understandable that Sony will focus on the imaging and sensor markets after selling its mobile phones.

In addition, Sony is also ambitious about the layout of the entertainment market. In fact, this is also a future development direction. Look at the popularity of DreamWorks and the prosperity of the pan-entertainment market. As well as the development prospects of the film and television industry, they are all worthy of Sony's layout. In addition, the development of Sony's game business should also be injected with more vitality. PlayStation needs to continuously strengthen the research and development and expansion of content in the competition with Microsoft and Nintendo.

If Sony does not improve in the mobile phone market, it will miss the opportunity to sell. More importantly, it will take up too much energy. If Sony's mobile phone losses cannot be narrowed and turned around, it is expected that selling will become a necessity. It is wise not to add new models in the Chinese market, because the competition in the Chinese market has made Sony unable to keep up with the pace. Chinese local manufacturers change their products twice or more a year, and even Samsung is dragged down, let alone Sony? It is dangerous not to reconsider a market, and it is equally dangerous to be too stubborn.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.