Sony Strategy Sony Ericsson's CEO Term Paper

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Type of Intervention / Changes: A new focus on PC-related systems, a new relationship with Microsoft, and a shift in resources to the developing world

Sony's current strategy is to make inroads into the American market with Microsoft and to focus on replicating the PC experience on mobile devices, to continue its European, luxury models with Symbian, and to expand its base in the developing world, thus adopting a multi-pronged strategy.

Comment on Sufficiency of Change Initiatives

In general, the multifaceted approach seems wise, especially given the cutthroat competition in the mobile market. One neglected feature may be the cost or value factor as there is currently such a focus on innovation in the market. The consumer desire to access the new technology at a more reasonable price might be one way of circumventing Apple's dominance.

Recommendations

Gaining an inroad in the PC-driven mobile market does seem to be the key to succeeding in America, but Sony must ask itself if it can raise a real competitive challenge to Google, Apple, and other competitors.

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Cost seems to be key, and if Sony can produce systems at a lower cost to consumers, with comparable features to its rivals, channeling resources to America may be a good idea. But it must be wary of spreading itself thin, and if it cannot do this, focusing on other markets, like the developing world, or improving upon the high-end Symbian smartphones, may be a better answer than seeking to challenge its rivals more secure American dominance and failing. Its support from Microsoft seems to bode well, although not all of Microsoft's ventures into the mobile field, such as its MP3 players, have been happy ones.

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