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.