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Sony planning to ramp up its marketing spending for the new Xperia line to new heights

By Daniel Petrov

Published: Feb 26, 2012, 12:58 PM

Android Sony

Sony planning to ramp up its marketing spending for the new Xperia line to new heights

Sony announced at its MWC event that just passed that it will be spending marketing money like a drunken sailor over the upcoming Xperia line phones.

Branded with only "Sony", the phones need to be ingrained in people's conscience as the new cool handsets from the company that has outed not one and two iconic pieces of consumer electronics. That is why Sony's Mobile President and CEO Bert Nordberg said the effort will be "by far the largest brand advertising campaign that we have run for many years." Customers are about to be "engaged in new and very creative ways", so be warned.

Sony Xperia U has just been announced as a stylish and compact handset, and one of its biggest virtues seems to be customization. That is why the designers called it Xperia U, from. well... "you". You can quickly swap the bottom cap in something of different color, if you are so inclined, to match your playful or business mood and time of the day.

Not only that, but there is this color matching illuminated bar at the bottom, which is the trademark of the new "Iconic Identity" style of the upcoming Xperias. It is transparent, but yet full of LED light of different colors, and also houses the antenna for better connectivity.

The Xperia P in its turn is with aluminum unibody construction and 1000 nits WhiteMagic display, so the two phones definitely have a lot going for them, not to mention they add to the Xperia S that was announced at CES, with its 12MP camera.

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Daniel, a devoted tech writer at PhoneArena from 2010 to 2025, has been engrossed in mobile technology since the Windows Mobile era. His expertise spans mobile hardware, software, and carrier networks, and he's keenly interested in the future of digital health, car connectivity, and 5G. Beyond his professional pursuits, Daniel finds balance in travel, reading, and exploring new tech innovations, while contemplating the ethical and privacy implications of our digital future.