Sony, which aims to become the world's third largest manufacturer of smartphones, address carefully selected markets like the United States and China, said Friday at the press CEO Kazuo Hirai.
Smartphones must be at the forefront of the recovery of the electronic division, he said, but for now the Xperia handsets are struggling to exist outside of Europe and Japan, which account for 60% of sales .
Sony was the ninth largest manufacturer of mobile handsets in the second quarter, according to Gartner. In the United States, it is proposed that the fourth operator T-Mobile U.S.. It fails to win more in China despite contracts with three major operators.
"Our first priority is to maintain our market share in Japan, or even increase," said Kazuo Hirai.
"Then we want to fight to increase our market share in Europe, where it is quite high. These are our two priorities in which we invest a lot of our management resources."
"But going into the U.S. market requires a lot of resources and marketing, so we must proceed step by step."
The Japanese market is not however acquired Sony since Apple has finally been able to offer the iPhone last month through NTT DoCoMo, the first Japanese operator, after nearly five years of waiting.
Kazuo Hirai, however, think that the reputation of Xperia in Japan will enable him to overcome the threat posed by Apple.
Sony wants to sell 42 million smartphones in the world during the year, which will be closed in late March.
Samsung Electronics has become the world leader in smartphones last year with 218.2 million handsets shipped, according to IDC. Apple ranked second with 135.9 million units. Nokia, which sells its handsets division to Microsoft was third with 35 million copies.
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