Sony's bad luck: Xperia mobile phone creative director resigns

According to the Financial Times October 27, Sony Xperia Mobile phone creative director Kichiro Kurozumi resigned to join Japan soft Silver Electric Co. The brain drain has certainly hit Sony hard to revive its smartphone strategy. Kurozumi witnessed the Xperia flagship mobile phone product planning. Mr Kurozumi will be a Sony-like position in the SoftBank company, such as mobile phone development. His resignation in September was a major loss for Sony. Some say Sony is likely to lower its annual smartphone sales target for the second time since it has disappointed market performance and a series of earnings warnings at the end of this month when Sony announced its earnings. Sony will slash sales of midrange and low-end mobile phones in China and other emerging markets. Sony declined to comment on this claim. Sony has cut its smartphone sales target, starting with 50 million handsets a year from July to 43 million in July. Last month, deteriorating Japanese companies warned that Sony's net annual loss could be more than $2 billion trillion after the book value of its on-board device was set. The expected downgrade report released last week angered some suppliers of Xperia mobile phone parts. They were puzzled by the sales targets of Sony's floating patches. Even if Sony weakens its momentum in emerging markets and is no longer overly focused on high-end models, the outlook for Sony in the US and Europe remains unclear, according to a Japanese supply company employee. "Our sales for Sony phones are expected to be more conservative than the company tells us," the clerk added. Analysts say the impact of Mr Kurizumi's resignation on Sony's smart-phone strategy is unclear. But even if he doesn't leave, some analysts believe Sony may need to take more action to remedy the smartphone market. "Sony needs to get along with the strategy of further rebuilding the smartphone market," said Yasuonakane, an analyst at Deutsche Securities. Until then, Sony's negative effects will continue. Mr. Kurozumi, who has been involved in mobile phone development since the SonyEricsson era, was one of the key thrusts of the Sony Xperiaz series release last year. In the interview, he eagerly listed the product as a symbol of the Kazuohirai president's onesony propaganda, which broke the company's traditional silo model and applied technology to cameras, televisions and other products. But Xperia's sales in the United States are dismal and are being suppressed by Chinese rivals in price. This forced Mr Hirai last month to admit that Sony would no longer be expanding in the mobile phone sector. Sony said Mr. Kurozumi's resignation was a personal decision, unrelated to the company's mobile strategy. Sony said it would cut 15% of its employees in the Mobile Information Department of 7100 people. SoftBank, the Japanese company, said Mr. Kurozumi could not be interviewed right now. SoftBank announced it will first display Sony's XperiaZ3 smartphone in Japan in November. Mr. Kurozumi's resignation is here.Before。 Over the past decade, rivals such as Samsung and LG have been prying from Sony, and Sony has been facing a brain drain. In an effort to address economic losses, the once-glorious consumer electronics supplier has been aggressively restructured in the late 90, causing tens of thousands of people to lose their jobs.