LAS VEGAS—Sony Corp. said it aims to establish itself as one of the world's top-three smartphone manufacturers as part of its turnaround plan, but it doesn't see the need to acquire another handset maker to solidify its position behind the industry's two heavyweights, Apple Inc. and Samsung Electronics Co.
Day one of the Consumer Electronics Show has brought the launch of a variety of devices, including ultra-HD TVs, smartphones and other smart appliances. From Las Vegas, the WSJ's Daisuke Wakabayashi tells us about the trends hitting this year’s show.
In an interview with The Wall Street Journal, Sony Chief Executive Kazuo Hirai said he sees the company as having the necessary assets to become a formidable third force in the fast-growing smartphone segment.
With Samsung and Apple controlling nearly half the global smartphone market, Sony is currently No. 3 in the segment with about a 5% share, according to research firm IDC. But it vaulted to third place from sixth in the third quarter because of market share losses by Nokia Corp., HTC Corp. and Research In Motion Ltd., the maker of BlackBerry handsets.
While some have speculated that Sony may play the role of consolidator to challenge the industry's two heavyweights, Mr. Hirai said he believes that isn't necessary.
"The ingredients are there for us to garner the kind of market share that I think we deserve," Mr. Hirai said during the Consumer Electronics Show. "I don't see the need for an acquisition if you're talking about a manufacturer."
Mr. Hirai took the stage Monday to show off the company's latest flagship phone, Xperia Z. It's the first smartphone from Sony that offers the specifications and features to challenge Samsung's Galaxy or Apple's iPhone. It also provides a blueprint of Sony's strategy in the segment.
The handset boasts a 13-megapixel camera that shares many features of Sony's CyberShot digital cameras and a new display that applies the company's TV experience to the smartphone. The Xperia Z is slated to debut in the first quarter.
Strengthening Sony's position in mobile phones is a key element of Mr. Hirai's strategy to turn around the company. Sony undertook restructuring measures when it dissolved last year its long-running mobile phone joint venture with Ericsson, and its mobile business currently generates a loss.
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