Di kuartal ketiga tahun 2008 ini, Sony Ericsson kembali melaporkan hasil penjualannya yang kurang menggembirakan seperti halnya laporan sebelumnya di kuartal kedua.
Jumlah handphone Sony Ericsson yang terjual di kuartal ketiga mengalami penurunan sebanyak 2 juta unit jika dibandingkan dengan kuartal yang sama tahun 2007 lalu, yaitu hanya sebanyak 25,7 juta unit sedangkan di kuartal ketiga tahun lalu berhasil menjual sebanyak 25,9 juta unit. Tapi, jumlah tersebut lebih baik dibandingkan kuartal sebelumnya yang hanya 24,4 juta unit.
Nilai penjualan di kuartal ketiga adalah sebesar 2,8 miliar Euro atau sekitar 3,7 miliar dollar AS, turun sebanyak 12 miliar Euro dari kuartal sebelumnya atau turun 300 miliar Euro dibanding periode yang sama tahun lalu.
Permintaan konsumen akan ponsel dengan harga murah serta fluktuasi nilai mata uang dilaporkan menjadi penyebab penurunan tersebut.
Laba yang berhasil dibukukan di kuartal ketiga adalah sebesar 12 juta Euro (16,2 juta dollar AS), turun 7 juta Euro dari kuartal sebelumnya atau turun 372 juta Euro dari periode yang sama di tahun sebelumnya. Jika biaya restrukturisasi diperhitungkan, Sony Ericsson mengalami kerugian sebesar 23 juta Euro.
Rata-rata harga jual satu unit ponsel Sony Ericsson mengalami penurunan sebesar 7 Euro, yaitu hanya 109 Euro dari 116 Euro di kuartal sebelumnya.
Berikut laporan lengkap dari Sony Ericsson Press Release :
17 October 2008
- Break even results, excluding restructuring charges, as challenging business conditions continued
- C902 Cyber-shot™ camera phone is hit model of the quarter
- First Xperia™ branded multimedia phone X1 began shipping
- Expansion of music service offering with announcement of PlayNow™ plus
London, UK – The consolidated financial summary for Sony Ericsson Mobile Communications AB (Sony Ericsson) for the third quarter ended September 30, 2008 is as follows:
Units shipped in the quarter were 25.7 million, a sequential increase but flat year-on-year, while sales for the quarter were Euro 2,808 million, a decrease of 10% compared to the third quarter of 2007. Most of this decrease reflects the impact of exchange rate fluctuations, as well as a shift of the product mix to more lower priced phones. Gross margin also decreased year-on-year and sequentially due to continued price pressure at a time of adverse cost trends in the supplier base. This was partially mitigated by the introduction of new products at the end of the second quarter, such as the C902 Cyber-shot™ camera phone, which is selling well; however, strong competition continues, particularly in Europe. Income before taxes for the quarter was Euro 12 million, excluding restructuring charges of Euro 35 million, a decrease compared to the third quarter of 2007.
Average selling price (ASP) for Sony Ericsson decreased both sequentially and year-on-year in line with levels seen in previous quarters. This is due to selling more lower priced phones and increased price competition in the market for mid- to high-end phones. Sequentially, market share for the third quarter remained flat and is estimated to be around 8%.
“As expected the third quarter has continued to be challenging for Sony Ericsson. We have moved forward with our plans to align operations and resources with the consolidation of R&D facilities into a more agile and cost efficient organisational structure. As previously announced, our target remains to reduce operating expenses by Euro 300 million annually by the end of the second quarter 2009, with the full effects expected to appear in the second half of 2009.These plans are progressing in line with expectations,” said Dick Komiyama, President, Sony Ericsson. “We are committed to executing our alignment plan as speedily as possible to ensure we have the right size and organisational structure to return the business to healthy profitability.”
During the third quarter Sony Ericsson announced PlayNow™ plus,the next step in its music service offering. PlayNow™ plus is a high speed and high quality music download service for both the phone and PC that will launch in the fourth quarter with Telenor in Sweden with a special edition Sony Ericsson W902 Walkman® phone integrated with the PlayNow™ plus service. Further roll-outs of the service are planned with other network partners around the world in early 2009.
Sony Ericsson also announced a number of new phones in the quarter, including three new Walkman® phones, its first UMA handset (G705u) and the first models with integrated You Tube™ connectivity (W595, W902, G705). In addition, Sony Ericsson started a major marketing initiative to launch its first multimedia convergence phone under the new sub-brand; Xperia™, and started shipping the phone, the Xperia™ X1, at the end of the quarter.
As communicated previously, Sony Ericsson paid a second dividend to the parent companies totalling Euro 300 million (Euro 150 million each) in the quarter based on 2007 earnings, and at the end of September 2008 Sony Ericsson had net cash of Euro 1.4 billion.
Sony Ericsson forecasts that the global handset market for 2008 will grow at a rate of around 10% from more than 1.1 billion units in 2007, while the industry ASP will continue to decline. The majority of this growth is expected to be in emerging markets where lower priced phones dominate.
Cyber-shot™ and WALKMAN® are trademarks of Sony Corporation.
The Liquid Identity logo, Xperia™ and the Xperia™ logo and PlayNow™ are trademarks or registered trademarks of Sony Ericsson Mobile Communications AB.
Sony is a trademark or registered trademark of Sony Corporation.
Ericsson is the trademark or registered trademark of Telefonaktiebolaget LM Ericsson.
Other product and company names mentioned herein may be the trademarks of their respective owners.
Any rights not expressly granted herein are reserved. Subject to change without prior notice.
Financial statements and additional information:
Consolidated income statement (2)
Consolidated income statement – isolated quarters
Consolidated balance sheet
Consolidated statement of cash flows (2)
Consolidated statement of cash flows – isolated quarters
Net sales by market area by quarter
Sony Ericsson is a top, global industry player with sales of over 100 million phones in 2007. Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.
Ericsson Investor Relations
Gary Pinkham (Stockholm) +46 8 719 0858
Susanne Andersson (Stockholm) + 46 8 719 4631
Sony Investor Relations
Shinji Tomita (London) +44 20 7426 8696
Gen Tsuchikawa (Tokyo) +81 3 6748 2180
Sony Ericsson Global Communications and PR
Aldo Liguori (London) +44 20 8762 5860
Merran Wrigley (London) +44 20 8762 5862
Simone Bresi-Ando (London) +44 20 8762 5863
This press release contains forward-looking statements that involve inherent risks and uncertainties. We have identified certain important factors that may cause actual results to differ materially from those contained in such forward-looking statements. For a detailed description of risk factors see Sony’s and Ericsson’s filings with the US Securities and Exchange Commission, particularly each company’s latest published Annual Report on Form 20-F.
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