I know many of you out here are big Sony fans. Or at least, many of you here are impressed by the latest Sony smartphones flagships. Attractive and awesome as they may seem, many Sony smartphones failed to sell well because of their high price. (Don’t you forget how much the 4K display from Xperia Z5 Premium costs?)

According to Sony Mobiles, the past couple of years have been very tough on them, talking about their mobile business. The company’s shares in the global market kept dropping, and so did their number of handsets shipped worldwide.

Sony smartphones alert – profits endangered

With such business condition, Kazuo Hirai, Sony’s Chief Executive has announced that, the company may start to look for “alternative options” if their profit doesn’t improve in 2016.

Here is what he said in exact quoting:

“We will continue with the business as long as we are on track with the scenario of breaking even next year onwards … Otherwise, we haven’t eliminated the consideration of alternative options.” – Sony Chief Executive Kazuo Hirai

It seems that Sony has been struggling quite considerably before deciding to publish this intention to the internet. Although we can’t deny their efforts in trying to excel in the mobile industry, the bitter fact is that their Xperia brand is fading considerably.

So far, Sony Mobiles division has claimed a 60 billion yen (Which is around $480 million) loss this year. This is way too much, much higher than the expected loss of 39 billion yen the company predicted back in April 2015 –> Yes, now you know how serious the situation is!

Sony smartphones decline – possible reasons?

Using a Sony smartphone myself (an Xperia M4 Aqua), and despite my love for it so far, I personally can spotted several reasons why Sony is not doing so great any more compare to other competitors. Firstly, the company focuses on quality. But quality itself is not enough nowadays. You need fancy design, affordable price and innovations. Many people complain recent Xperia smartphones look mostly, if not exactly the same. And Sony Xperia smartphones keep coming with average battery capacity and rather over-average pricing.

Sony smartphones come to an end – what are the options?

My concern for now is that, if what Hirai trying to imply is true, then what are those “other options” they are targeting? Will they be focusing more on the music accessory business? Will they turn back to the tough PC market? Will it be camera or anything we will never think of..

It has been set and decided. 2016 will be the decisive year Sony takes for itself. Will they make any breaking innovation to save the situation? Especially when the Giant Nokia is getting ready to come back the same year. One thing I can say for sure is that, the competition will be even tougher on Sony. So, Sony fans, keep on supporting your favorite brand. Because who knows, Sony smartphones may totally disappear one day.

Sony smartphones 2016: Go bigger or go home?