BOSSES for a huge tech brand have spoken out amid fears that its phone business could be winding down.
The firm has a long history of pioneering everything from TVs to game consoles, as well as 33 years making mobiles.
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But shoppers grew suspicious after spotting that all of Sony’s phones were mysteriously sold out last month.
And they remain that way today despite chiefs now insisting they’re not giving up.
Lin Tao, Sony’s chief financial officer, said its Xperia brand remains “an extremely important business for us”.
But she also suggested that the division could go in another direction, saying that “communication technology is used in areas other than smartphones”.
“Communication technology is a very important technology that Sony has cultivated for a long time,” Tao said during an earnings call.
Japan reports that she also apologised for inconvenience caused by a major software glitch that affected its latest model, the Xperia 1 VII.
Sony’s mobiles were once one of the must-have brands to have in your pocket, with a peak 9 per cent market share globally during its heyday as Sony Ericsson.
Today, Sony’s mobile market share is thought to be only about 1 per cent in some countries.
Big names that were huge in the early 2000s have been dwarfed by the popularity of iPhone and Samsung, as well as cheaper new rivals.
LG withdrew from the smartphone industry in 2021 and put out its final software update to existing handset owners just a few weeks ago.
Paolo Pescatore, an analyst from PP Foresight, recently told The Sun: “It seems that the company is retrenching from some markets given the ongoing challenges in the handset business and changing market dynamics.
“Once a powerhouse, it was one of the few companies to boast a strong a presence in consumer electronics glass-to-glass from content creation with professional cameras through to smartphones and TVs.
“Ultimately with lacklustre sales, stepping back makes sense given the competitive nature of the industry.
“However, the company under Sony still seems to remain committed to smartphones under its premium brand which resonates in other markets.
“Moving forward it will still be faced with tough decisions on whether pulling the plug should be made as it currently pivots towards a leaner and more agile business model.
“There’s also pride at stake for a company that is rich in consumer electronics.”
A Sony spokesperson told The Sun previously: “Withdrawal from the mobile business is not being considered at this time.”
MOST POPULAR MOBILE BRANDS REVEALED
- Samsung – 20.1 per cent
- Apple – 19.5 per cent
- Xiaomi – 13.9 per cent
- OPPO – 7.8 per cent
- Vivo – 7.5 per cent
- Others – 31.2 per cent
Based on global shipments in the first quarter of 2025
Source: IDC
