Sony Corp said on Monday new model Xperia high-end aluminum frame and 5.2-inch screen, showing that continues in the race of advanced mobile even if lowering their operations in this sector.
The launch of the latest version of its flagship model comes amid a painful restructuring in the Japanese electronics giant consumer, who has questioned the future of its mobile phone division up the point that many executives do not rule out an end.
However, as the company focuses on reducing costs rather than grow your handset market, the division continues to need investment for new products and marketing to maintain the brand Sony and avoid a more rapid deterioration.
Sony said the Xperia Z4 will be available in Japan this summer, but did not provide dates, details and the name of the associated operators. It has versions in four colors and is somewhat thinner than the previous Z3. Hiroki Totoki, appointed last year to refocus the unit cell, said Sony aims at high-end market, which dominate rivals such as Samsung Electronics Co Ltd and Apple Inc.
“There is a wide variety in prices of smartphones, from about $ 100 to 1,400 in the higher range,” he told a press conference. “We want to focus on the top half,” he added.
The cell division of Sony fell far behind rivals like Samsung and Apple at the top, while the lower zone battle with pricing pressure from Asian manufacturers like Chinese Xiaomi Inc.
The Trinitron TV and Walkman whose company once played a vital role in the global entertainment industry, fight for some years to produce devices that make trend.
Sony announced in February that will be lowering its weakest operations such as televisions and mobile phones, to focus on more successful products like video games and cameras.
Chief executive Kazuo Hirai did not rule out the end of these operations, amid a restructuring that has generated so far selling its PC unit and division of TV business.
In February he announced that Sony will not looking for sales growth in smartphones.
tcm
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