NEWSappleアップルアップル スマートフォン

ソニーのスマホ、国内で好調も世界では7位に転落　逆転のカギになるものとは

スマートフォン市場の競争が激化する中、国内メーカーで唯一好調なのがソニーだ。しかしアナリストは楽観的なソニーに対し警鐘を鳴らす。「（ソニーは）主要製品の市場シェアを拡大する計画だが、こうなる兆しはない」というアナリストの見解をフィナンシャル・タイムズ紙は掲載した。
NewSphere編集部
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A member of the media, holding Apple Inc's iPhone 4, right, tries out a Sony Corp. Xperia Z1 smartphone after a news conference in Tokyo, Japan, on Friday, Sept. 13, 2013. Sony Corp. is betting its Xperia Z1 handset will propel it to No. 3 in the smartphone market, leaping from seventh place by vaulting past competitors such as LG Electronics Inc. and Lenovo Group Ltd. Photographer: Yuriko Nakao/Bloomberg via Getty Images
Bloomberg via Getty Images

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ソニースマホ、国内1位も世界7位に転落 逆転のカギは反日感情の克服？

スマートフォン市場の競争が激化する中、国内メーカーで唯一好調なのがソニーだ。

ソニーのXperiaは6月、国内スマートフォン販売市場の36%を獲得。米アップルのiPhoneを抜き、3年ぶりに日本市場でトップに返り咲いた。一方アップルは9月に新型iPhoneを発売し、10月の国内スマホ販売市場で76%を占めた。

パナソニックとNECは今年スマートフォン事業を停止。富士通とシャープは国内だけの販売に絞っている。

【強気のソニーに対し、アナリストは「市場拡大はない」】

ソニーは2013年度のスマートフォン出荷台数を、前年より25%以上増の4200万台と予想している。

しかしアナリストは楽観的なソニーに対し警鐘を鳴らす。「（ソニーは）主要製品の市場シェアを拡大する計画だが、こうなる兆しはない」というアナリストの見解をフィナンシャル・タイムズ紙は掲載した。

西欧スマートフォン市場が減速する中、韓国のサムスン電子と米アップルは国内に力を入れ、安価な中国メーカーが台頭。その結果、昨年のソニーの世界シェアは3位から7位に転落した。

世界スマートフォン市場で抜きん出るには、中国ブランドとの価格競争だけではなく、反日感情を克服する必要があるとフィナンシャル・タイムズ紙は指摘した。昨年末、東シナ海をめぐる日中の領有権争いでソニーの売り上げは劇的に下落。先月には中国が同地域で防空識別圏を拡大し、緊張が再び高まっていると懸念した。

【ソニーは他製品とのコネクティビティーなどで差別化を図る見通し】

Xperiaのマーケティング担当カルム・マクドーガル氏は、重要な課題として、「カメラやゲームコンソールなどソニーの他事業の技術や娯楽を、電話もできるポケットサイズのデバイスに詰め込むことだ」と語っている。

同社は近年、スマートウォッチなど同社の他製品とのコネクティビティーの宣伝に力を入れており、今年度のマーケティング予算を50%引き上げる見込みだ。また、Xperiaには他社の携帯電話にはない防水性能を付加した。

「ニッチを切り開こうとしていることはいいと思う。それがサムスンなどのライバルに対してできるすべてだ」というシンガポールの調査会社員の見解をフィナンシャル・タイムズ紙は掲載した。

一方ビジネス・コリア誌は、ソニー復活は超高精細テレビ（UHDTV）市場で顕著だと報じた。米調査会社ディスプレイサーチによると、同社は今年前期の世界UHDTV市で37.8%を占め、1位だったという。続いて、韓国のLG電子が14・2%、サムスン電子はわずか4%で7位だったという。

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