Why Did Sony Xperia Fail? | Why You Don't Hear A Lot About Sony Smartphones?
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Sony entered the smartphone market around 2001-2002. At the time, they were in the partnership with Ericson. Their initial smartphones were great and well praised. In fact in 2007, they had captured 9% of the global cell phone market. Their first android smartphone came in 2010 which was Xperia X10. Sony managed to reach close to 5% global smartphone market share at its peak in 2013.
But things started to get bad for Sony really soon. You see, first iPhone was launched back in 9th January 2007, and just after its launch, iPhone started catching everybody's eyes. So Sony decided to compete with Apple and they started making premium smartphones. Sony tried the apple strategy with android giving users premium priced smartphones.
But that clearly didn't work out. Apple at that time offered much better value, they had their own operating system with something different to offer the users. If you wanted an iPhone you had to go to apple and that hasn't changed this day.
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