Sony to focus on high-end devices in favor of low- and mid-range ones in order to increase profitability

The latest and greatest handsets that came out straight from Sony, the Xperia Z3 and the Xperia Z3 Compact, surely excel and run circles around the competition in certain categories (read: battery life), and it looks like the company will put even greater focus on its upcoming flagships in the future. According to Taiwanese sources, Sony will be emphasizing on its higher-end smartphones in order to find a cure for its unsatisfactory market performance.

Meanwhile, it is also hinted that Sony might have already pulled the plug of certain entry-level and mid-range devices under development. Even more, Sony has reportedly decreased its total shipment expectations for the fiscal 2014 from 50 million to 43 million units. Of course, this could mean that apart from being treated to a panoply of not-so-impressive devices, we can expect fewer, yet better-packed budget handsets. This will, however, hurt Sony's ODM partners, which are expecting to face lowered orders for components.

The most likely reason for this is the hard competition that comes straight from various named and unnamed China-based contenders, which undermine Sony's hard-earned position in the non-flagship segments as they offer more power- and feature-laden devices in the similar price range. This better “bang-for-the-buck” ratio is apparently hurting Sony's sales very much. The company is not among the top smartphone manufacturers, both regarding shipment volumes and overall cash brought home. It's getting harder to battle the fierce and ever-growing competition, and the market leaders – Apple and Samsung – seem to be unreachable at the top of the smartphone food chain.

Sony is already tipped to be making waterproof mid-range devices a standard in the next year (which will further up its game against the rivals' mid-rangers) and is also ceasing to develop firmware updates for some of its older mid-rangers (the Xperia SP, for example) – this might be the clearest evidence towards an internal change of heart.

source: DiGiTimes

Related phones

Xperia Z3 Compact
  • Display 4.6" 720 x 1280 pixels
  • Camera 20.7 MP / 2.2 MP front
  • Processor Qualcomm Snapdragon 801, Quad-core, 2500 MHz
  • Storage 16GB + microSDXC
  • Battery 2600 mAh(14h 3G talk time)
Xperia Z3
  • Display 5.2" 1080 x 1920 pixels
  • Camera 20.7 MP / 2.2 MP front
  • Processor Qualcomm Snapdragon 801, Quad-core, 2500 MHz
  • Storage 16GB + microSDXC
  • Battery 3100 mAh(14h talk time)



1. PunyPoop

Posts: 752; Member since: Jan 18, 2013

You're in the right track SONY keep it up!

22. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

Try dumping carrier exclusives and simultaneous releases on all carriers as well.

28. Arte-8800

Posts: 4562; Member since: Mar 13, 2014

Like no others Why compromise Make and believe

47. FriendlyFoe09

Posts: 82; Member since: Jan 09, 2012

What Sony needs is more advertising. They already make great phones. I recently got a new contract and went with the Z1 Compact. Loving it! Great build, camera, performance and the UI is by far the best on any android next to the stock Nexus UI. Dont even get me started on the 2 day+ battery life. They need to advertise more, as aggressive as Sammy and Apple.


Posts: 956; Member since: Feb 23, 2014

They need to upgrage there phones. Z3 should have had 805 processor inside and QHD screen. Its pretty much the same as Z2.

3. untechful

Posts: 1; Member since: May 13, 2014

Wait for the Note 4 vs z3 review then we can tell the difference between 805 and 801.

24. mokhtar

Posts: 405; Member since: Jan 06, 2014

z3 now has the best battery life with gorgeous display , not like samsung useless qhd just for marketing ... try to think with ur mind if u have one

35. ManusImperceptus

Posts: 724; Member since: Jun 10, 2014

Won't make the slightest difference to sales; 99.9% of customers don't have a clue about processor versions... Cameras matter slightly more, but even this obvious disadvantage of Sony's doesn't carry much weight considering the high pixel count, which is what your average Joe looks at. So what are they doing wrong? Maybe hardware design? Maybe UI? Maybe nothing...? People tend to buy what others buy, so they'll automatically go for a Samsung if they want an Android. Perhaps Sony simply need to gain an edge. Having waterproof handsets is a good start, but obviously not enough... So, can they come up with something else that'll put them ahead of Samsung? Time will tell...

40. lallolu

Posts: 734; Member since: Sep 18, 2012

i am actually really glad they kep the FHD display. The result can be seen in the battery life. I was going to buy LG G3 but the effect the display has n the battery life put me off. I wish LG released a version with FHD display.

44. Fluxman

Posts: 51; Member since: Jun 03, 2010

Nope. Nope x 1000 They seem to have done everything right with the Z3 and the battery life tests prove it.

4. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

Step 1.Start a new line-up that's high end like Z line. Step 2.Stunning NEW design Step 3.Heavy marketing and support Step 4. ??? Step 5.Profit !!!

23. ihavenoname

Posts: 1693; Member since: Aug 18, 2013

I can't understand why Sony doesn't put money in marketing. Rather INVEST it by marketing and then get it back by selling phones than wasting it the way they are doing now.

27. avalon2105

Posts: 352; Member since: Jul 12, 2014

Sony was a general sponsor for World Cup 2014 which is most viewed sporting event on the planet. And Z2 was official or of the World Cup. If that is not marketing, I don't know what is.

33. romeo1

Posts: 825; Member since: Jan 06, 2012

I love the brand sony. Love the way they give quality for you money almost everything i have is from sony just because in my opinion it is the best. My tvs/phones/tablet/stereo/surround/blu ray/ps3/laptop/bt speaker/headphones/camera. I even got an alarm clock but thats just because i liked the design. But the marketing is nothing compared to samsung or apple. The whole wc i only saw the z2 like 2-4 times a day after that nothing. Samsung has the best marketing if you ask me as i see the gs5 every day of the week and in a popular series(in holland) on tv they explicitly show that everybody is using samsung gs4/5 note 3 and if there is a update from samsung coming up the even show it in the series. Also everywhere on Internet i see them. Apple isnalso better than sony with marketing they give they're phones and stuff to celebrities and people will follow also almost every day on tv and on bill boards

45. gaara6775

Posts: 738; Member since: May 20, 2014

New design? What are you talking about? Design language hasn't changed at all.

5. S.M.Talha

Posts: 70; Member since: Aug 27, 2014

Well good decision sony.Instead of wasting money on low end phones Just make your high end phones to the top then you will be able to sell low end phones automatically just like samsung. In my country people buy samsung and htc smartphones because they think that their every device is good while i dont think that they even know about lg and motorola.While people dont buy nokia smartphones that much.

6. alumoyo

Posts: 392; Member since: Aug 26, 2013

Try focus on SENSIBLE PRICING instead Sony!

8. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

That's what Nexus line up does. People will prefer Nexus over that.

16. mixedfish

Posts: 1571; Member since: Nov 17, 2013

Perhaps that's EXACTLY what they have already.

7. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

Sony should also change their flagship cycle like Samsung if they really want to catch up with the competition. For example, release the Xperia Z flagship (include the Compact) on February and release the Ultra flagship on September. Also, they should improve their software and Android updates as well, 2 years of Android updates support for their flagship and 1 year of Android updates support for their low end and mid end devices. Lastly, DA PRICING. Try pricing your devices like Chinese manufacturers, if you're afraid of losing profit, at least price your devices like Oppo or Huawei which has cheaper priced devices than the big bros. So, wish you all the best, Sony! Good luck!

9. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

That's actually very good plan. Lets see what they do next... *thinks of Xperia Nexus*

10. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

That's a very good plan as well! Sony can also try making a Xperia Nexus and also a Xperia Play as well.

11. DogeShibe

Posts: 1121; Member since: Jan 10, 2014

Or start VAIO line up phones :3

12. hunted

Posts: 403; Member since: Sep 21, 2011

good!! just bring a mid ranger like Sola and a new Z ultra successor.

13. SonyPS4

Posts: 347; Member since: May 21, 2013

I think Sony should just focus on high end model only. Maybe like 3 model with high end spec but different sizes. Just like Z3 Compact, Z3 , Z3 Tablet Compact. Stop making low and mid end model. i dont think Sony can compete with cheaper chinese brand for that range

14. Chuck007

Posts: 1419; Member since: Mar 02, 2014

Release more phones like the Z3 Compact and you've got a winner. For those complaining about price, the Z3 Compact is way cheaper than the other flagships that it competes with. With a battery life that's almost twice of that of the iPhone 6, it's pretty much a steal. What they need to do is ship to more markets and increase the integrated storage of their flagships to at least 32GB. 16GB just doesn't cut it these days.

15. aksa123

Posts: 368; Member since: Jan 30, 2014

Really now, Sony ? Do so and you'll lose market.

17. aksa123

Posts: 368; Member since: Jan 30, 2014

Whoops, wrong comment, I just got the wrong idea. Well, this is good news !

18. alexvv

Posts: 165; Member since: Oct 16, 2013

Money is in the midrange and sadly or not it doesn't have the advertising power of samsung, so I'm not sure about the result.

19. rkoforever90

Posts: 489; Member since: Dec 03, 2011

good job sony can no way compete with their entry level devices with the ones from smaller chinese and indian companies .

* Some comments have been hidden, because they don't meet the discussions rules.

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