Sony has just launched their latest flagship smartphone, the Xperia 1 VII (pronounced Xperia 1 Mark 7). After salivating over its stunning design and powerful hardware specs, reality quickly dawned on me: I probably won’t be able to get this device in Nigeria; at least not easily. Unless I’m ready to go the extra mile and pay a premium through private importation, it’s practically out of reach. And that’s when the question hit me; what really happened to Sony Xperia in Nigeria?
Not long ago, Sony Xperia was one of the most admired smartphone brands in Nigeria. For many Nigerians, owning a Sony phone meant having a premium device with superb design, unmatched display clarity, crisp sound, and one of the best cameras in the mobile industry.
But today, finding a new Xperia phone in Nigerian stores is nearly impossible. The brand that once stood side-by-side with Samsung and Nokia has all but vanished from the Nigerian market.
Why Sony Xperia?
Before understanding the decline, it’s important to acknowledge what made Sony phones truly stand out.
Display:
Sony was among the first to bring 4K HDR OLED screens to smartphones. The Xperia lineup consistently delivered sharp, color-accurate displays backed by Sony’s years of experience in television and display technology.
Camera:
Despite not always being at the top of benchmark charts, Sony phones have long featured advanced photography tools, including Eye Autofocus, RAW image support, and manual video controls that were inspired by Sony’s Alpha camera series.
Sound:
Audiophiles appreciated Xperia phones for their Hi-Res audio certification, stereo speakers, and support for LDAC and DSEE Ultimate, delivering clear, immersive audio whether on speakers or headphones.
These features continue to appeal to Nigerian creatives, photographers, and tech enthusiasts who prioritize visual and audio fidelity over flashy features. But the sad reality is that most Nigerians today can’t easily access these devices, despite the demand.
So, then what really happened?
The Withdrawal from Nigeria wa Not Just a Local Issue!
Sony’s retreat from Nigeria wasn’t an isolated event; it was part of a global strategic decision. Starting around 2015, Sony began scaling down its mobile operations. Faced with stiff competition and declining sales, the company decided to focus on fewer markets where it could maintain a niche premium audience. As a result, Sony exited several regions, including the entirety of Africa, the Middle East, and parts of Asia.
This meant Nigeria was no longer a focus market, and that came with real consequences: no official distribution channels, no service centers, no promotional presence, and no brand engagement.
Why Sony Couldn’t Keep Up in Nigeria
Several factors contributed to Sony Mobile losing its grip on the Nigerian smartphone market:
1. Pricing That Didn’t Match Market Reality
Sony Xperia phones are expensive. Even mid-range models cost more than many flagships from other brands. In a price-sensitive market like Nigeria, this put Xperia devices out of reach for most buyers.
While brands like Tecno, Infinix, and Samsung introduced models tailored to local income levels, Sony continued offering premium-only devices without cost-friendly alternatives.
2. No Local Support or Marketing
Unlike Samsung, Apple, and even Transsion brands, Sony never invested in showrooms, service centers, or Nigerian-based promotional campaigns. There was no after-sales support, which discouraged both retailers and buyers.
3. Failure to Localize Products
Sony did not adapt its phones to local needs; such as long-lasting batteries, dual SIM slots, or affordable repair services. Meanwhile, Tecno and Infinix optimized their offerings for African markets, which earned them dominance.
How About a Comeback; Possible?
For Sony to return to relevance in Nigeria, three things would need to change:
- Strategic Market Re-entry: Sony would need to re-establish local partnerships with distributors and retailers like Slot, Pointek, or Jumia.
- Localized Product Offerings: Creating mid-range models with features suitable for Nigerian users – dual SIMs, larger batteries, and more accessible pricing; could build new interest.
- After-Sales Support: A reliable support system is key. Without service centers, even premium buyers hesitate.
But realistically, Sony appears content with its reduced footprint, focusing instead on niche markets in Japan, Europe, and parts of North America. Unless there’s a major shift in strategy, Xperia phones will remain rare gems in Nigeria; admired from afar but out of reach for most.
A Breakdown
To better understand Sony Xperia’s journey in Nigeria; from its early success to its current absence; the infographic below outlines key milestones and turning points in a simplified timeline.
As shown above, Xperia phones once held a special place in Nigeria’s mobile market. However, a mix of high pricing, lack of local support, and shifting global strategies led to a gradual withdrawal. Today, what remains is a nostalgic admiration among a few loyal users.
Sony Xperia phones still have fans in Nigeria. People who appreciate well-built devices with top-tier display quality, clean Android software, and professional-grade camera tools still wish for their return, some even go far and beyond to pay the price of laying hold of a unit. But without local access, support, or pricing that matches the Nigerian market, Sony and its Xperia phones are now more of a memory than a presence.
