Xperia of Sony Mobile, aiming for an inverted offensive in the 5G era, President Kishida "The structural reform phase is finally over."
About a year has passed since the appearance of Xperia 1, which has renewed the concept.The successor, "Xperia 1 II", will be released after May as the first 5G compatible smartphone sent by Sony Mobile.In Japan, docomo and au have decided to introduce them.1/1 to sensor size.The technology that Sony cultivated in α, such as the larger size to 7 inches and the functions of 20 consecutive shooting per second, was generously introduced, and attracted a lot of topics at the time of the announcement.
On the other hand, Sony Mobile's smartphone business was not always smooth sailing.Sales have dropped sharply due to structural reforms, and in FY2019, the sales volume is expected to be 3.5 million units.It is no exaggeration to say that the Sony Ericsson era was selling hundreds of millions of mobile phones.
However, the reduction in sales volume is the result of concentrating sales channels for structural reform.In fiscal 2020, the company has promised to be profitable, and has raised a policy to put an inverted offensive in the 5G era.Xperia 1 II, which is the first 5G compatible under the new concept, seems to be a symbol of Sony Mobile.So, what kind of action will the company take in the 5G era?We talked to Mitsuya Kishida, President and CEO of Sony Mobile.
ソニーモバイルの代表取締役社長を務める岸田光哉氏。なお、昨今の事情を踏まえ、インタビューはリモートで行った――When he announced Xperia 1, he said, "I abandoned the same strategy as the largest."Is that strategy the same in Xperia 1 II?
Xperia 1 or later is the Xperia 1 or later, not only in the quantity of Kishida, but also in the tocoton discussion and redefined "what is Xperia".This is the same for "5" and "1 II", and the products that will be released in the future.I would like to deliver communication while making things directly to those who like it.It hasn't changed.
However, even so, it is different from the past premium routes.All of those who like those who like it are not all top -end products.From 2020, I'm going to do it clearly.For example, if you like games and those who like music, it is a strategy to deliver such a thing (even if it is not a high end).
――In a way, it seems to be a strategy to narrow down the user, but Xperia 1 II seemed to be receiving a lot of response and everyone was receiving everyone.
Both Kishida Xperia 1 II and the middle range "Xperia 10 II" also have a tremendous response and have a good feel.Isn't it proof that you are extremely your liking rather than a everyone?Xperia 1 II has pursued Tokoton what he couldn't do when he gave the first generation.I also learned a lot of the strong people who have been using Xperia, saying, "I want you to fix it here."One of them is 3.It is a 5mm earphone jack, and the shapes like Xperia.Xperia 1 II is another step from corner to corner.
2月に発表したXperia 1 II。中止となったMWC Barcelonaでお披露目する予定だったOn the other hand, Xperia 10 II is the successor to the Xperia 10, which was introduced as an overseas model.In Japan, there were "Xperia Ace" and "Xperia 8", but this time as Xperia 10 II, we have introduced products that are firmly pierced to those who like those who like it even in the middle price range.As for this, I feel that the response is greater than ever.
ミドルレンジモデルのXperia 10 IIも、日本で発売される―― While the product has a very good impression from Xperia 1, the sales volume is continuing to decrease.What do you plan to do after the transcription?
Mr. Kishida's promise is to make it profitable as a segment in FY2020.As of today, the first quarter, the second quarter, and the third quarter are in the black, but in the fourth quarter, the structural shift is expected, and the deficit is expected in the full year of FY2019.The current appearance is that we are working hard and working hard to make the profit transition in FY2020.
As you said, the sales volume in 2019 is 3.5 million units (expected).A few years ago, of course, the numbers of the Sony Ericsson era have a real feeling that it is really small.Although it is not a strategy to follow the numbers, I think there are reasonable (reasonable) levels as a smartphone business.However, there is also a feeling of bottoming out at 3.5 million.Although rapid growth and rapid decline as in the past do not repeat, we want to turn on the helm for gentle growth.
In the main domestic market, Europe, Hong Kong, and Taiwan Market, there are still many people who love and use Xperia.We are obliged to deliver Xperia that suits these days.
――There is a story about overseas markets now, but in terms of reduced scale, I think the overseas market was large.Is there any re -entry here?Please tell me the policy.
In addition to Kishida's important market, Europe, Hong Kong, and Taiwan want to further strengthen.Last year, based on Xperia 1, we created a considerable number of millimeters and a prototype terminal that supports SUB-6, and used by operators around the world.Last December, along with NBC Sports and Verizon, we announced that we had a real -time video transmission demonstration experiment with NFL football in Texas.
プロ用のカメラに5G対応の試作機を装着。NBC Sports、Verizonと共同で実験を行った。写真はCESでの展示We recognize that the development of technology is a very important issue.Immediately after I arrived in 2018, I confirmed that Sony Mobile was developing communication technology, including RF, for millimeters and Sub-6.I was able to confirm that because I was confident that I would promote the business.
Unfortunately, as a business, we had to withdraw from some overseas markets as we organized our surroundings and rebuilt the system.However, we will carefully determine the end -to -end applications that lead to the usability of customers and customers.We want to work on strategies, taking into account the United States, which is an important market in millimeter waves.
On April 1, we were able to unite domestic sales units with Sony's sales unit.We are looking to re -enter as Sony in areas that have withdrawn from Sony Mobile.I would like to draw a sufficient plan and go one step by step.
――If you look at the domestic market, the high -end model market has been reduced by the revision of the Telecommunications Business Law.Is the introduction of Xperia 10 II related to these market trends?
Mr. Kishida: I wanted to release products at the entry -level entry level, so I have been told since the beginning of the arrival, so it has nothing to do with the revision of the law, but due to the revision of the law, I really like the premium price range products.If it is not something, you will not be able to buy it.It is a situation where you can see that the volume of the premium category itself is smaller than last year.It is really tough when it comes to terminal manufacturers.In that, how should we win?If you do not extremely the Sony and Xperia, you will not be able to choose the product.
I think it's a big deal for 5G.After all, I think the radio environment in Japan is the best in the world.I went to various countries, but there is no other country with high quality radio waves.5G happened to be a little late for the launch, so there was a tone that it was "late", but it was not a launch timing.Once introduced, it is a Japanese career that has the technical skills to make the quality higher than anywhere else, and bets everything there.
――This this time, Xperia 1 II was supported only for Sub-6, and Xperia Pro, which supports millimeter-wave, was positioned as video production.Will this be used in the future?Also, how long will 4G -only smartphones continue?
Mr. Kishida is closely related to the transition of the operator infrastructure, but we will continue to develop terminals that can use cutting-edge applications, whether millimeter or Sub-6.In Europe, there are many countries with only SUB-6, and depending on the country, it depends on whether to do millimeters.A country that states that we will do both, such as Japan, is unique, but I would like to create the best terminal according to the characteristics of each country.
However, in terms of the 2020 cross section, it is global, focusing on reducing downlinks at high speed, large capacity, and specializing in applications.In SUB-6, the application that allows you to enjoy images and images with downlinks is the center of Xperia.On the other hand, millimeters and spots are initially limited, so if you want to identify applications using it, you will not be able to convey the goodness.Therefore, in the 2020 stage, we focused on professional use using uplinks.
For example, NBC Sports and Verizon also tried a demonstration experiment to transmit sports in real time.In addition, we have confirmed that the Xperia prototype terminal can be attached to the gimbal and the distribution is possible in a European marathon.The place where the network of the millimeter waves exist is limited, and the scenes that can be adjusted with the operator are limited.Therefore, at the 2020 cross section, we announced the development of "Xperia Pro" in the sense that it specializes in such usage.
That said, I personally want to use Xperia Pro as soon as possible.Everything is packed, so I would like you to use it (for users).
ミリ波対応モデルとして、Xperia PROの開発を表明した――The Xperia Pro was impressive in the form of a professional equipment.In the 5g era, the shape of the device is gradually changing, such as the appearance of Fol Double smartphone, but what do you think about that?
Mr. Kishida: This area is an area where we want to do our best.Certainly, Xperia Pro was developed by thinking about how it would be reflected on SLR cameras and professional video camera equipment.It pursues Tokoton not only to the appearance, but also to the antenna inside.The screen size is the same, and it is necessary to consider various techniques, including folding.Last year, when I happened to be asked on TV, I answered, "There is a lot of things I can do before folding," but there are many things to do, such as two -screen support and AI -based applications.I want to do that much.
Also, as I mentioned earlier, the sales were together with Sony, and the mobile company was under the same umbrella as the Sony unit that handles cameras, television, audio, and professional equipment.Rather than tampering with the shape of the smartphone little by little, it would be better for the Sony Group to pursue what the 5G world is and to meet the demands of professionals and professionals.I think there is no.Now, I can't say that this kind of product will be released, but from that perspective, I want to create a Sony world that can be 5G for various things.
――There is a story about AI -based applications, but looking at other companies' terminals, the movement of strengthening the camera with AI is quite active.On the other hand, Xperia has the impression that it emphasizes the evolution of hardware, but how do you think about the use of AI on smartphones?
岸田氏AIはソニーグループの重点強化領域で、R&Dの根っこからやっていく動きをかけています。Xperia 1 IIでは、瞳AFのリアルタイム追尾にも、AIのプレディクション（予測）が入っていますし、オーディオについては、ハイレゾの音響再現能力を極限まで上げる「DSEE Ultimate」は、AIで高域の再現性を最適化しています。どこにというより、それを使って最適化できるところには、積極的に入れていく目線です。
Certainly, like Google, there is also a perspective of processing images with AI, and we are studying the movement deeply.However, for the products that are now available and Xperia, the axis of our camera making (if you put it in) will blur.We continue to study and study technically, but there is the true value of the camera as a Sony Group on how to shoot beautiful things and reproduce it realistically.
カメラだけでなく、音質向上にもAIが使われているという――This this time, we have announced a strategic partnership with ZEISS at the same time as the announcement of Xperia 1 II.What does it mean here?
Mr. Kishida: I myself was in charge of negotiations with ZEISS in the early days of the camcododer.The business manager at the time said, "I want to install ZEISS" (laughs).Since then, ZEISS has been around for a long time, but as of today, collaboration has evolved with cameras such as α.In such a form, they wanted to try to evolve the world of lenses on the smartphone camera one step.This time, we had a guide guide to the Sony camera team, and we were able to make a presentation together.I would like to deepen the discussion so that a one -step revolution can be caused in the smartphone lens world.
Xperia 1 IIは、レンズにZEISSブランドを冠した―― Finally, two years have passed since Kishida arrived.I think it was two years of structural reform, but how close is the goal at present?Please tell us your self -evaluation.
Mr. Kishida: I am doing a review on my own, but I want to get a total finish from now on.I promised that it would be profitable in FY2020 and have reformed it.Reform of sales system, reform of production system, reform of procurement, development and fixed cost reform.As a result, I think that all the structural reforms that were planning to do it until the whole 2020 were completed until FY2019.
It is important to unite, so we had a meeting with people with more managers or higher every week.It is essential for a week.There were many spicy stories, but I put everything on the table, including that.The meeting came regardless of the type of job.It may not be relevant to the person in the planning person, but I wanted to turn together as Sony Mobile.The structural reform meeting was declared at the end of March 2019 that it would end all today.We were conscious of the reform mode that cuts ourselves today.
It applies to the global response I mentioned earlier, but we will finally enter a phase to deliver Xperia to those who are waiting all over the world.Like the Xperia 1 II, Xperia 10 II, and Xperia Pro announced this time, we are still planning various products.The style that I tried to start over when I made a vision in 2018 has been realized steadily.I hope you can expect it and support it.
--Thank you very much.
| docomo | au | SoftBank |