At AsiaD, Sony’s executive deputy president, Kaz Hirai, discussed a wide range of business in which Sony has a stake. Over the last few months, Sony has continously stressed the importance of the mobile landscape and pointed to its success in that market as an integral part of their strategy. Many have always pointed towards the joint venture between Sony and Ericsson as a dysfunctional partnership, due to cultural and corporate differences. This has also lead Sony from falling into 6th place position in smartphone sales worldwide. The constraints of the joint venture has also made Sony uncompetitive compared to rivals at HTC and Samsung, let alone Apple and their iPhone juggernaut.

Many critics, including us, have pointed towards the synergy Sony can have by bringing their mobile operations in house, which would see software and hardware produced in one location. This would not only allow them to put out more cohesive products, but Sony can also better align product features and launches with other products which made benefit from each and enhance the experience between the two. Kaz Hirai was asked about rumors of Sony buying out the remaining shares of their Ericsson joint venture and bringing all operations in house.

 Hirai: I’m not going to comment on the speculation. After April, when Sony made its latest reorganization, one of the things I’ve done with Sony’s CEO and Sony Ericsson’s CEO is recognize that Sony Ericsson is an important part of Sony’s overall strategy, and that the two are in lockstep, whether it is a joint venture or not. That’s one of the things we are embarking on.

“Those are the kinds of things we need to work on to make sure it is a seamless experience.” 

We’ve pointed out that we believe Kaz is a smart guy and he gets it. Also, if such a report were not true, then Sony could simply deny all claims. Instead, when Kaz was asked about it again by Walt:

 Walt: So, are you going to buy out Ericsson in the cellphone space?

Again, Hirai says he won’t comment on speculation. The most important thing is that we are able to work a lot closer with the folks at Sony Ericsson. 

Kaz ever so slightly confirms in our view that this is indeed the strategy that Sony is going forward with by confirming the fact that they need to work a lot closer with the folks at Sony Ericsson. Can’t get any closer than bringing them in house, right?

Discuss:

Do you think Sony should bring the Ericsson line in house?

[Via All Things D]