Sony officially announces it has “deprioritised” Australia as a market for Xperia devices

It’s official. Even though we figured it out months ago, Sony has formally announced that they have “deprioritised” Australia as a market for their Xperia line of Mobile devices.

At an investor day, Sony CEO Kenichiro Yoshida confirmed that they would be focusing their attention on four key markets Japan, Europe, Hong Kong, and Taiwan.

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We’re not terribly surprised, sadly. Sony’s Australian market share never really took off, despite some good devices, and with their sales dwindling in recent years the decision seemed almost inevitable. Most of us here are old enough to have owned an original WalkMan, then a Discman when they were new, so we’re sad to see Sony Mobile and the Xperia brand leave our shores. There are those amongst us who have fond memories of Sony’s Xperia Z3 series – including the flagship phone, the Z3 Compact, and even the Z3 Tablet Compact.

The big question is, with Google slowly gaining popularity in the Android handset space, and Samsung’s market dominance, will Sony be the last OEM to pull out of our market? With Huawei’s future currently uncertain there may just be room in the Australian market for a few more players in the near future.

Last modified on 22 May 2019 9:53 pm

" Duncan Jaffrey : @Dunofrey Duncan has been interested in technology since coding "Mary had a little Lamb" in Basic on his ZX Spectrum. A fan of all things Android, most days you'll find Duncan trawling the web for Android news or quietly editing away on Map Maker.."

View Comments (24)

  • I am a Sony fan since 1993 owned z, z3 xa1 ultra. Will buy online if not available at stores. Sad to see Sony leave Australian market

  • I hope they come back with a foldable phone like the one appearing online.looks stunning and way better than Samsung or Huawei. Unfortunately for Sony, people just go for a few brands. Most people just follow other people in what they buy. They have great devices.ive got a phone of theirs and their last tablet the Z4.HTC are good too but they are in the same position as Sony

  • I've had a Sony Xperia and loved it but the lack of accessories like cases and other stuff especially for the tablet made me change.

  • Nooooo....I've been a rusted on Sony user since my very first Sony Ericsson flip phone. Since then Sony have been my preferred manufacturer of TV's (4),DVD players (2), sound bar (2) not to mention clock radios, cameras, action Cam and even my photo frames. If Sony pull out, then maybe I'll start looking elsewhere.

  • They keep trying to compete with Samsung, Google, Apple etc, which is a battle they are already behind in and that they will now never win. Sony would be better off setting their sights on the end of the market currently dominated by Nokia and Motorola; the budget/midrange segment. If Sony suddenly made a $300 to $400 Android One phone with their own tweaks, I'd buy it in a heartbeat.

  • I assume there is no problem getting Android updates with a phone bought from overseas? They seem to come through pretty quick for my Aus bought XZ Premium. My other concern is about locale, if I buy a phone from UK it will have the en-GB locale, I know there are apps that allow changing it to en-AU but are there any other settings we can't get to that will make the phone favour UK content? I had an HTC ages ago that I bought online and when I first started using it the google search results would clearly favour websites.

  • I blame this on lack of marketing. If Sony had advertised as much as Apple, Sammy or Huawei, I'm sure they would sell more Xperia than hotcakes.

    Looks like I'll be importing my Xperia 1 from offshore (to replace my XZ Premium)

  • I want to keep using Sony Xperia phones, so I will keep buying them online. The Australian operations had high prices and no visibility at JB or other retailers. Small wonder they cut operations here. I would have paid a slight premium to get it from a local store.

    The Xperia 1 looks good too replace my Xperia XA1 Ultra. The Xperia 10 Pro looked promising but the 4G radio and CPU are a little underwhelming given the competition.

  • The Sony Xperia Xa2 Ultra is the best phone set up ever made in my humble opinion.
    Hope they continue this line of quality and performance
    To bad you don't see them on the shelf at Wally world they would sell like hot cakes there I bet.

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