Sony Ericsson faced significant challenges with net losses amounting to £206m in 2011, mainly attributed to intense competition and unfavorable market conditions. The company is undergoing a crucial transition as Sony takes full control and shifts focus towards smartphones over feature phones. Despite the setbacks, Sony’s acquisition of the mobile business presents an opportunity for comprehensive product integration and enhanced consumer experiences.


  1. What were the key reasons behind Sony Ericsson’s losses in 2011?

    • Sony Ericsson incurred losses primarily due to intense competition, macroeconomic challenges, and component shortages post the Thailand natural disaster.
  2. How did Sony’s acquisition impact Sony Ericsson’s business strategy?

    • Sony’s acquisition marked a shift towards emphasizing smartphones and discontinuing lower-spec feature phones to align with market trends.
  3. What were the growth trends in Sony Ericsson’s Android-powered smartphones?

    • The sales of Sony Ericsson’s Android smartphones increased by 65%, indicating a positive response from consumers towards their high-end offerings.
  4. What role did the partnership between Sony and Ericsson play in Sony Ericsson’s history?

    • The partnership between Sony and Ericsson, which lasted a decade, laid the foundation for technological advancements in mobile devices before Sony took over complete control.
  5. How did industry analysts perceive Sony’s future prospects post the acquisition?

    • Analysts believed that Sony’s integration of products and services, including the mobile business, would enhance consumer experiences and create a unique ecosystem.
  6. Which competitors were also facing challenges in the smartphone market during that period?

    • Competitors like Nokia, LG, Motorola, and HTC were experiencing challenges in the smartphone market, indicating an industry-wide slowdown.
  7. What impact did the market trends have on Nokia’s financial performance?

    • Nokia faced significant losses but later showed signs of recovery, emphasizing the volatile nature of the mobile industry during that period.
  8. What were the expectations regarding Samsung and Apple’s financial results for that year?

    • Samsung and Apple were anticipated to announce positive financial results, highlighting their strong market positions compared to other competitors.


Sony Ericsson’s financial challenges in 2011 underscored the fierce competition in the smartphone market and the need for strategic adaptation. As Sony assumed control and focused on smartphones, the company aimed to enhance product integration and consumer experiences. Industry analysts viewed Sony’s acquisition as a step towards creating a unique ecosystem and driving innovation in the mobile sector.

In navigating the evolving smartphone landscape, Sony positioned itself to compete with industry leaders like Samsung and Apple. The market dynamics highlighted the importance of innovation, consumer-centric strategies, and adaptability in sustaining growth in the competitive mobile industry.

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