Sony announced disastrous results in Q3 2019, including a -63% YoY decline in smartphone shipments, negative operating profit margin and huge operating losses. The 0.6 million smartphones shipped during the quarter is the lowest unit-volume in almost 10 years, exacerbating the rapid decline of the company’s smartphone business.

Home market of Japan is by far the largest for Sony. Still, even in its home market the company has seen its volumes steeply declining and Sony sliding to number four in the ranking of the largest vendors in the country, down from number two just less than a year ago.

Slow adoption of new innovations and trends in the industry, coupled with high device prices, poor marketing and an underfunded salesforce (distribution network) mean Sony finds it hard to differentiate its smartphones, or to provide good value for money.

Wireless Smartphone Strategies (WSS) clients can find the answers of all questions, and much more, in the full report here.