CEO of Sony Ericsson, Bert Nordberg was in Moscow and Eldar Murtazin shares some insight on the phone manufacturing company with the masses after receiving some information from the head honcho himself. To nobody’s surprise, Sony Ericsson will lose market share worldwide in the forseeable future – we are talking about a losing streak of up to 5 quarters, and the company has failed to gain any profit worldwide either. This does not seem to bode well, but Sony Ericsson is doing their darndest best to release new models at a higher price point in order to generate a profit but will stop offering software support.
Software support is essential, but you can tell from the past symptoms that all is not well when Sony Ericsson Android phones tend to be the last to receive a firmware or operating system update, and sometimes not at all. The product line for next year is still in shambles, and Sony Ericsson has failed to cobble together enough resources for the entire product line.
To add more doom and gloom, regional headquarters will close in select markets as there is currently a surplus of marketing managers. Expect the axe to fall next year – at least this gives them ample warning to look for a new job from now on.
The Sony Ericsson Xperia Play is said to be a “huge mistake” as sales have been disappointing right from the start. In a last ditch effort to revive sales, the price will be revised downward this coming September 2nd – why not now, Sony Ericsson? As for the focus in target markets, they will be just looking at US, Russia, China and Germany. Nordberg is also said to resign next year – do you think the man deserves a golden handshake?
source
Statement dari Eldar Murtazin
Bert Nordberg was in Moscow on last week. He had some meetings here. So I try to share some information which I think will be interesting for all of us.
1. Company will lost market share worldwide in next 4-5 quarters. In 2q se will show lost in volume/money. No profit worldwide.
Thats not assumption - that direct words (about 2Q11) to partners
2. New strategy. Trying to produce a few models with higher price but provide longer software support.
Actually, thats not so new. SE hardly trying to do that in a past, but today they put more efforts in this strategy. For instance, we will see update for X8, and also we will receive updated version of X8 (very soon). Both models will run latest version of Android.
3. Product line for 2012 is not clear. SE havent enough resources in R&D for the whole product line. 8-9 models with some variants.
SE will adopt fashion industry scheme. The same models in different seasons. We saw it with Mini/Mini Pro 2010/2011.
Main devices - game centric (like Play); music; cybershot; design wise (like Arc); price/quality (Neo)
A very few ODM devices, a little margin, a lot of problems with returns, quality etc
4. SE will close regional headquarters on some markets. Too many marketing managers worldwide. Cut off them in 2012.
SE will fight for earnings. They have to cut off some stuff. Ukraine one of the countries which will lost HQ. Also, SE could merge offices with Sony offices in some countries (not to spent money on that).
5. Se xperia play was a huge mistake. No sales at all. After september 2 price will be corrected down again.
September 2 go to our site and read a huge article about that
6. Se will focus on phone materials much more. Goal to save cost but received best quality for that price
Thats plan. Intention. I'm not sure that after scale down sales SE could achieve that goal. But they will try.
7. Focus on several markets - us, russia, china, germany. Main market - Japan. Thats single market in which SE is a hero.
8. Company open to any discussion about own future. Nordberg resign in next year
Rumours saying that next CEO will be from Sony. Some rumours also go further and state that Sony want to overtake not only control, but take the whole company itself (buy out 50% from Ericsson). Personally, i dont believe in that.
The main goal of Nordberg visit was to talk with partners and operators. SE want to secure own sales in CIS countries. I dont think that they succed in this part of plan. Sales are going down. The reason is simple - no products, price is too high.
Worldwide situation is too bad for SE - so now company even havent plans to take any market share from dying Symbian. Thats pity.
source
Berdasar pernyataan Eldar di atas, Sony Ericsson akan kehilangan market share dalam 4 sampai 5 kuartal ke depan. Strategi baru yang akan coba diterapakan untuk mengatasi masalah tersebut: merilis beberapa ponsel high end/high price dengan dukungan update software secara berkelanjutan. Sony Ericsson akan berusaha lebih meningkatkan perhatiannya pada masalah yang satu ini. Sebagai lagkah awal, tak lama lagi pengguna Xperia X8 akan segera menikmati update software terbaru (Android Gingerbread) pada handsetnya. ( )
Lini produk pada 2012 masih belum jelas. Setidaknya 8 sampai 9 model akan digelontorkan pada tahun tersebut. Fashion industry akan kembali SE terapkan. Model yang sama untuk tahun berbeda, seperti yang bisa kita lihat pada mini/mini pro tahun ini. Main device: game centric (seperti Xperia Play); music; cybershot; design wise (seprti Xperia Arc); price/quality (Neo) serta beberapa handset ODM (masih belom kapok rupanya ).
Pada 2012 SE kembali akan melakukan perampingan dengan menutup beberapa kantor pusat regional di beberapa kawasan. Selain itui, di beberapa wilayah, kantor SE akan bergabung dengan Sony untuk memangkas anggaran. CEO Bert Nordberg akan mengundurkan diri pada tahun ini (2012). Kabarnya posisinya akan digantikan oleh orang Sony.
Eldar juga menyebut, Xperia Play merupakan sebuah kesalahan besar. Setelah 2 September akan terjadi koreksi harga (turun) pada handset gaming ini.
No comments:
Post a Comment