Craig Stice, senior principal analyst at HIS, agreed that behind Sony's dilemma there is the overall PC market's slump.
"The entire market has been down for the last year and a half or so due to the rise and popularity of media tablets," he said. Noting that Sony has never had a huge market share, Stice pegged the Japanese company's market share at steady the low single digits. "1.9 percent worldwide to be exact," he said. That is fairly low compared to HP, Dell, or Asus, he added.
Noting that Sony previously made comments that they are in the restructuring stage for its VAIO PC division, this is "not a huge surprise," he said.
Unlike McGregor, Stice believes that there are a few reasons why Sony should be holding on to Vaio. "Their brand and their legacy of PCs have been around for a while," he said. "They do well in Japan. They do have a name for themselves. They are one of the few vendors out there that has a complete lineup of electronic devices from TVs to cameras to PCs... People know Sony, they understand it."
Stice speculated that Sony might still try to keep a piece of Vaio even after selling most of it to the investment fund. Sony may be in talks with Lenovo for that purpose, he said.
Sony's sales and operating revenue in the second quarter of 2013 were 1,775.5 billion yen (US$18,117 million), an increase of 10.6%, compared to the same quarter a year ago. Sony's operating income in the last quarter decreased to 14.8 billion yen (US$151 million), compared with 15.5 billion yen a year ago. Sony is scheduled to announce the third quarter earnings Thursday.
— Zewde Yeraswork, Associate Editor, EE Times