Sony will concentrate more on producing high-end blowers that can stand toe to toe with the flagship efforts of rivals, the company’s CEO has revealed.
Speaking to reporters in Tokyo, Kaz Hirai said that Sony’s mobile business has promise to become a profit driver for the beleaguered electronics giant, even though Xperia phones are currently outsold by Samsung’s Galaxy range by six to one.
“That’s why we are in this business, and that’s why we invested heavily in the business,” adding that despite intense competition and growing market saturation, there’s still scope for Sony to cut a sizable slice of the smartphone pie.
“I believe we still have a lot of room to grow,” he said.
Hirai’s optimism for the future comes hot on the heels of comments made by Xperia product marketing manager Stephen Sneeden, who said that to continue making entry-level phones could dilute Sony’s appeal as a premium brand.
However, some industry observers believe that even with a focus on high-end smartphones, it’ll still be a tall order for the Japanese company to contend with the likes of Apple and Samsung.
“It’s going to be hard for Sony to catch up,” said Hideki Yasuda, an analyst at Ace Securities Co. in Tokyo.
“Still, the market is expected to continue growing, and that will probably enable Sony to boost sales.”
Sony unveiled two new flagship smartphones, the Xperia Z and the Xperia ZL, earlier this month at the Consumer Electronics Show in Las Vegas. These are set to land sometime in March.
Sony is also expected to show off its latest, 10-inch Xperia tablet at next month’s Mobile World Congress in Barcelona.