Sony Looks to Leave Entry-Level Mobile Tier

Throughout year 2012 Sony had been aiming to rank third in the world of smartphones, behind the leading Apple and Samsung. The recent results have pushed Sony in the direction of wanting to be among the big brands and become a premium provider of smartphones.

Sony plans to leave the entry tier to other manufacturers, as its own solutions cannot be implemented within the low-cost segment of the market. The company is, at the same time, concerned with other markets to be reached and is most likely going to place itself in the mid- to premium tier. Product marketing manager Stephen Sneeden has been envisioning such scenarios and concluded that the brand simply cannot make any compromise when it comes to the experience a Sony customer is supposed to have, hence the need to push the business forward. The Xperia Z is Sony’s most recent flagship device to prove his point. It has a full-HD display of 5 inches, quad-core processor and an Exmor RS sensor of 13 megapixels. The smartphone will play an important role in Sony’s coming evolution and direct competition against Samsung and Apple.

For the entry level itself, says Sneeden, the Sony characteristics are no longer appropriate. The developed features make it compulsory to switch to the premium provider segment. Sony has too wonderful innovations and features to stay at entry level where costs would be unfair considering what is delivered. To understand to where the company’s efforts are going to be headed, the best bet is to observe the aforementioned Xperia Z.