Sony Mobile chief Hiroki Totoki says company will never exit mobile business

By Shawn Knight
Jul 7, 2015
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  1. Sony may have sold off its Vaio computer division and split its TV division into a wholly-owned subsidiary but it apparently has no intentions of selling or otherwise exiting the mobile market. Ever.

    Hiroki Totoki, president and CEO of Sony Mobile, said as much during a recent interview with Arabian Business. The statement was in response to continued speculation that Sony may sell off its mobile division.

    Sony’s flagship Xperia smartphones are often considered among the best Android handsets on the market. Raw hardware specifications and durability are rarely called into question; it’s the company’s approach to marketing (or lack of) and poor communication that’s kept it from being as competitive as it could be.

    Totoki took over as head of Sony’s mobile division late last year, replacing Kunimasa Suzuki who is now the executive vice president of Sony Entertainment. To say that Totoki has his work cut out for him would be an understatement but the executive seems determined to get things back on the right track.

    In route to reaching that goal, Totoki said they are trying to streamline the division as well as their product portfolio to maximize profitability and improve ROI. As such, he is aiming to decrease costs by 30 percent and headcount by 20 percent by the end of 2016.

    The plan is already in place and they’re just now starting to execute. He added that 2015 is a year of transformation and that they’ll hopefully see an improvement in financial performance in 2016.

    Permalink to story.

  2. VitalyT

    VitalyT Russ-Puss Posts: 3,110   +1,377

    Unless they do, and Hiroki Totoki will be the first one thrown overboard for making such ballsy statements.

    Once upon a time I heard similar promises about their PC business, and then last year it was like Ops! 5000 jobs axed and they are gone from the market just like that.

    The same may happen with their mobile division. Just keeping your gloves up till you fall, that's right, Sony :)
  3. Frank Barnett

    Frank Barnett TS Rookie Posts: 61   +6

    So the guy that took over the mobile division said
    "Sony Mobile chief Hiroki Totoki says company will never exit mobile business."
  4. p51d007

    p51d007 TS Evangelist Posts: 858   +352

    When an executive say we will never...
    Look for them to do the opposite.

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