Sony Aims to Remake Name for Itself in Phones
Sony on Sunday tried to make the case that it has a place in the crowded market for Android phones.
The announcement event is the first major product introduction for Sony since it took full control of the cellphone business that it had run jointly with Sweden’s Ericsson. That deal officially closed 10 days ago.
Appearing at the event, newly minted Sony CEO Kaz Hirai said that revitalizing the mobile business is a key part of his effort to turn around the company.
“We will revitalize our product portfolio,” Hirai said, adding that the company is hard at work to make its mobile products and user interface compelling, in addition to leveraging the company’s strengths in digital imaging and games.
Many of the company’s new phones will be able to play PlayStation games, following in the footsteps of the initial Xperia Play device, according to Sony Mobile Communications CEO Bert Nordberg.
Nordberg announced two new phones, the unibody aluminum Xperia P and the compact Xperia U. The two devices join the Xperia S, which has just started shipping. The Xperia P is also the first phone with a new WhiteMagic display technology, designed for better viewing in direct sunlight.
The Xperia P also features near field communications technology. Both the Xperia P and Xperia U will start shipping next quarter, Sony said.
The company also plans to bring its first Sony-branded phone, the Xperia Ion, to markets beyond the U.S.; Sony had already announced the device for AT&T at the Consumer Electronics Show.
Sony promised it will significantly up its marketing budget this year, including its largest ad campaign in some time.
RELATED POSTS:
- Tablets That Have a Certain Feel to Them
- A Lytro in Hand Helps Bring Mobile World Congress Into Focus
- Coming Soon: Phones That Learn to Rest When You Do
- Microsoft Won’t Support Some Business Features on ARM, but Will Offer “Windows to Go”
- Windows 8 Hits the Really Big Screen (Video)
- Microsoft Says Hola to Windows 8 Beta in Barcelona
- Microsoft Won’t Support Some Business Features on ARM, but Will Offer “Windows to Go”
- Google’s Schmidt Insists Android “A Real Operating System”
- Samsung’s Not Doing Well in the Tablet Market? You Don’t Say …
- Interview: Clearwire CEO Sees 4G Opportunities Where Rival LightSquared Stumbled
- RIM Exec: Developers Like Us Just Fine, Thanks
- Intel Announces More Phone Customers, Plans for Speedier Chips
- Mum on Own Phone Plans, Facebook Aims to Make Mobile Web App-Friendly
- Sony Insists It’s Not Just Playing Around When It Comes to Phones
- The Inside Story of Nokia’s 41-Megapixel Camera Phone: Five Years in the Making
- With Lumia 610, Nokia Aims To Take Windows Phone To a New Low (Price)
- Nokia’s Strategy Comes Into Focus in Barcelona
- HTC Introduces the One Phone It Hopes Will Help It Regain Footing (Well, the Several Phones)
- Sony Aims to Remake Name for Itself in Phones
- LG Shows Its Hand in Barcelona (After Already Tipping It)
- With Latest Galaxy, Samsung Looks to Project Its Android Lead
- Barcelona Subway Strike Averted on Eve of Mobile World Congress
- Complete Coverage of Mobile World Congress