Kunimasa Suzuki, the president of Sony Mobile Communications, said on Tuesday that the Japanese electronics manufacturer has set a goal of increasing its worldwide sales of smartphones to a total of 34 million units in the financial year that ends in March. This is an increase of 51% over the 2011 year, and won’t come easy for Sony, who lags far behind the current smartphone champions of Apple and Samsung. Having just launching a new line of mobile devices under its flagship Xperia brand name, Sony hopes to not to overtake the top two, but rather just be a strong competitor.
At a meeting in Tokyo this week, Suzuki said the company wants to suit its customer’s needs, and to do that it must speed up the creation and development of products. The Sony Mobile president adds that in an industry as large as smartphones, there is no way there can only be room for two companies to exist. Sony’s mobile phone division became a wholly owned subsidiary in February of this year, previously operating under the joint name of Sony-Ericsson.
The Japanese tech giant just unveiled a new Xperia tablet computer, scheduled to go on sale on September 15th. Sony hopes to make 1.8 trillion yen (approx. $22.9 billion) in the sales of its mobile devices by the end of fiscal 2014. While Suzuki is certainly right about there being enough space for more than two companies in the smartphone market, those sales numbers seem a little too optimistic, and the Sony Mobile president’s comment about thinking Apple and Samsung won’t make an immediate impact on their business gives the impression that he is not taking the two industry leaders serious enough.