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Sony is going back to the drawing board with its smartphone range

Sony has made some excellent phones over the years but still, over time, the company’s place in the smartphone market has slipped. Unfortunately, now it is having a larger effect on Sony’s bottom line and as a result, the company is throwing in the towel when it comes to its ‘premium standard’ smartphone range and will be refocusing its efforts going forward.

Sony confirmed the move over on the Xperia Blog, noting that devices like the Xperia X and Xperia X Compact have been failing to meet sales targets. In some countries, the situation got pretty bad, with volume shipments falling down to a measly 31 percent.

With the ‘premium standard’ philosophy, Sony was hoping to sell a mid-range smartphone with flagship level specifications- similarly to OnePlus with the original OnePlus One. This strategy didn’t pan out, so Sony will be going back to the tried and true method of separating flagships from the mid-range. In fact, Sony’s next proper flagship, the Xperia XZ Premium, may just be around the corner, with a Snapdragon 835 processor and 4K display.

KitGuru Says: While Sony might be changing its strategy, it isn’t bowing out of the smartphone market entirely. Do any of you still use a Sony smartphone at all? Are they a company that you factor in to your buying decision?

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  • Nikolas Karampelas

    The problem is that Samsung is now the first thing that comes to mind if the average consumer listen the word “android”. The rest of the android market is claimed by cheap (but not bad) Chinese phones.
    Maybe now is the time for manufactures to try something else in an effort to differentiate themselves and not just make another android device.

    Windows is a ripe platform now because of the unification of the stores with the windows 10 desktop one, but since MS stopped making lumias soon developers will abandon ship or at least make apps just for dekstops and laptops for the store.
    But if a couple of big makers push for windows phones maybe there will be a renewed interest in the platform.
    After all the platform is good, just need more love.

  • Lelisevis

    I currently use a OnePlus3, if the rumoured OnePlus5 price starts edging towards a premium Sony phone I would definitely have to have a think about it. I had a Samsung S3 and that is the last Samsung I will ever have, that was the last contract and Samsung phone I will ever own, that was 2 years of hell, I still have nightmares about waiting for apps to open. A friend has just had a loaner phone while his S7 was away getting a replacement screen under warranty to remedy the pink line……..and while it was away he bought a S8, SOME PEOPLE.

  • acme64

    “Sony was hoping to sell a mid-range smartphone with flagship level specifications- similarly to OnePlus with the original OnePlus One.”
    what? OP and OPO where both flagship phones

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