Sony Corp unveiled a new high-end Xperia handset featuring an aluminium frame and a 5.2-inch screen, proving it is still in the smartphone race despite its struggling mobile operations.
The launch of the new flagship model comes amid a restructuring at the Japanese consumer electronics corporation which has thrown the future of its smartphone division into doubt, with top executives saying an exit cannot be ruled out.
Although the company is emphasizing on cutting costs rather than growing its mobile market, it still requires investment in new products and marketing to retain Sony’s brand and save it from further deterioration.
According to a report by Business Standard, Sony said that Xperia Z4 would be available in Japan around the middle of the year, however,company hasn’t yet revealed the launch date. The handset would be available in four colours and would be slightly thinner than the previous Z3.
Sony is targeting the upper end of the market where rivals such as Samsung Electronics Co Ltd and Apple Inc dominate, says Hiroki Totoki, who was appointed last year to turn around the mobile unit.”There’s a broad variety in the prices of smartphones, from around $100 to $1,400 at the upper end,” he told a news conference. “We want to focus in the upper half of that.”
Sony’s mobile division has fallen far behind high-end rivals such as Samsung and Apple, while at the low end it is battling pricing pressure from Asian manufacturers such as China’s Xiaomi, OnePlus, Gionee and so on.