From being all things to everybody, Sony Mobile’s future strategy appears to be about a homogeneous universe. In moves that hew closer to the strategy of other players such as Apple, the Japanese company may be discontinuing all its mobile phones, except for the new Xperia X model, according to an inhouse presentation that was leaked to the media.
The Taiwanese media outlet eprice, as seen by XperiaBlog, reports that until 2018, Sony Mobile will focus exclusively on its Sony Xperia X brand, unveiled at Mobile World Congress in Barcelona recently. The Xperia C and Xperia M brands may soon be consigned to the dust, if the reports are anything to go by as the company focuses on strengthening its branding while catering to the evolved communication needs of its users.
X marks the spot
The move is reportedly part of what Sony insiders are calling a third chapter in the brand’s history. As XperiaBlog puts it: “Chapter 1 was between 2010 and 2012 and was about the open OS for web communication, with the key highlight being the Sony Android phone that started it all – the Xperia X10. Chapter 2 took place between 2013 and 2015 and was about the best of Sony highlighted by the Xperia series.
“Now chapter 3 will take place between 2016 and 2018 and marks Xperia for new communication. This is marked by Xperia X as a new visual identity for Sony’s brand communication. The new X logo will be used in all promotional print and TV advertising.”
(It must be noted that it is unclear where the presentation originated – it’s in Japanese, but eprice is a Taiwanese site.)
So there you have it. The presentation appears to suggest doing away with all the confusing letters and simply marketing a single product – that could have many different iterations. So the M and C could still exist, but be rebranded X.
The as-yet-unannounced Sony Xperia C6 Ultra, which was leaked earlier this month and will reportedly carry a 6-inch edge-to-edge display, is now expected to be renamed the Sony Xperia X Ultra.
Whether that confuses customers further – or indeed improves Sony’s profits – remains to be seen.
The brand’s mobile business posted an operating loss of $544 million (Dh1.99 billion) in 2015, missing its own target by 57.4 per cent. However, the business reported a 666.5 per cent pretax profit, thanks in part due to cost cutting in the smartphone business, as well as due to the continued popularity of the PlayStation 4, Reuters reported in April.
Income before taxes for the year ending March 31 came in at 304.5 billion yen (Dh10.278 billion), a giant leap from the 39.7 billion yen recorded during the same period last year.
At the time of publication, GNTECH.ae was waiting for a response from Sony Mobile’s PR reps.