by Anton Shilov
11/16/2012 | 12:43 PM
While Sony Ericsson and then Sony Mobile have always had broad lineups of smartphones that addressed different market segments, they actually have not ever competed against dream-phones, those that represented the pinnacle of technology and were dreamed about by millions. But that is going to change soon.
Back in the days of mobile phones, Sony Ericsson never seriously competed against Nokia’s 7- and 8-series or Motorola Razr. In the world of smartphones, SE and then Sony Mobile did not succeed in fighting Apple iPhone, Nokia N-series and Samsung Galaxy S family. The reason was pretty simple: until the iPhone arrived, the market of expensive phones was pretty small and it was not financially viable for SE to enter it. Apple taught the market how to drive high-end gadgets into hands of millions and quickly gained serious rivals, such as Samsung Galaxy S. In the meantime, Sony Mobile’s market share dropped to below 2% in Q3 2012, according to Gartner.
In a bit to restart its smartphone business, Sony clearly needs to offer something that will be competitive against the flagship smartphones from Apple and Samsung Electronics. Apparently, Sony is working on one, a super one.
“In the near future we will create a flagship model that can compete with Apple's iPhone and Samsung's Galaxy S III," said Dennis Van Schie, sales and marketing head of Sony Mobile, in a conversation with the Financial Times Deutschland.
While no particular details are given about the handset at the moment, Mr. Schie implied that the smartphone will feature better integration of the devices with content from Sony's entertainment empire, which includes music, movies and television programs. Perhaps, Sony Mobile will also try to provide certain common functionality across all devices, creating an ecosystem within Android or Windows Phone ecosystems.
The head of Sony Mobile revealed that the company was not going to develop a broad family of media tablets as they are becoming commodities and it is hard to earn hefty profits selling them. Still, the Xperia Tablet line will consist of more than one model.
“We will bring other Android tablets on the market in addition to the existing Xperia Tablet, but not many. It has become very difficult to earn money with tablets,” said Mr. Schie.