Sony’s shift towards premium TVs meant lower Q2 FY19 sales
And sticking to basic math, Sony is fast approaching a point that even if each device they sell holds a 100% profit margin (which is of course impossible), the cost of running the division (R&D, marketing, inventory, components, etc.) would be higher than the return.

Could TVs be headed towards a similar fate? It’s still early and there’s yet another transition ahead of the industry — 8K, though I doubt despite hype from companies that it’s coming any time soon, nor do I think consumers will care, seeing how so much content is still not offered even in 4K— but beyond that, unless there’s a massive shift in Sony’s strategy, it’s hard not to look 5 years ahead and see what happened to Mobile happen to their television business as well.

Producing a TV and shipping it costs a hell of a lot more than it does for a smartphone and with sales likely topping off at around 10 million for FY19, when will the division not be generating enough profits to justify their entire lineup? At that point, the number of models Sony offers would be slashed. But then, with fewer models in the market, would they be conceding and exiting certain markets all together, which would result in lower revenues and thus, trapping them in a downward spiral? If Mobile is any indication, that answer is yes.

For the past decade, Sony’s mantra towards solving its fledgeling electronics business has been — “lets cut costs” — and while I’m all about a company running a lean operation, you seldom see struggling companies recover by ‘cutting’ their way out. Instead, what each and every division within Sony needs is bold thinking — roadmaps that extend years ahead, taking them to where the puck will be, not where the puck is, marketing that excites consumers (none of this Kondo and make you feel bullshit), and ultimately quality products that embrace the connected, software driven world that we live in. Oh, and it wouldn’t hurt if Sony’s entire home theater lineup actually worked and complemented each other.

With PS4, Sony understood this, having learned from their mistakes with PS3. But Sony Electronics continues to lack the vision that made Trinitron and Bravia household names and XBR, THE TV home theater enthusiasts lusted over. Sony still has a chance to make sure that in the future, when people are visiting the electronics museum, that their products don’t stop appearing after 2010, but that clock is ticking and I’m not sure current executives at the company can hear it.
['Sohrab Osati']
['Technology', 'Advertisement', 'Tech', 'Business', 'Home Theater']