Sony makes some of the best Android phones out there. The Japanese technology giant announced few smartphones last week at IFA 2012, out of which Xperia J had some humble specs. The Android based hardware which Sony sells are some of the finest devices you can buy, and according to Mobile Magazine, now Sony is said to be beginning its discussion with Microsoft with a possibility of adding Windows Phone 8 to their portfolio.
Microsoft’s next-gen mobile operating system, Windows Phone 8, is just promising. With Windows Phone 8, Microsoft has moving on from Windows CE architecture to Windows NT kernel and will have many of its components taken from Windows 8, thus allowing applications to be easily ported between the two platforms. As of now, Windows Phone still has less than 5% market share, but with the launch of Windows Phone 8 devices, Microsoft hopes to rival Apple’s iOS and Google’s Android in order to become a third major mobile platform.
As far as the possibility of Windows Phone 8 devices from Sony goes, the Japanese technology giant had initially chosen the open source Android OS for its Xperia portfolio, however, with all the hype surrounding Windows Phone 8, the expectations from Microsoft’s all new operating system is really high.
When asked if future Sony Mobile devices could run on the platform, Pierre Perron of Sony Mobile UK & Ireland said: ‘Sony’s strategy is one of openness. Microsoft is a Sony partner with the likes of our VAIO laptops and it’s integrated onto our tablets. As far as Xperia smartphones go, Android remains the preferred partner, although Sony is not a single partner company. We are currently investigating with the likes of Microsoft the possibility of diversifying our product strategy.’
Like Perron said, Android will be still Sony’s preferred partner, but it does make sense to look into diversifying product strategy, which is exactly why Sony is holding talks with Microsoft. Also, Sony’s grand strategy is one of “openness”. Sony already has a working relationship in place with Microsoft in the computer business as Sony’s popular VAIO series of laptops run on Windows. It’s worth noting that Microsoft’s yet-to-be-launched Windows 8 computer operating system shares a lot of similarities with Windows Phone 8, so if Sony is able to offer mobile products based on Windows Phone 8, customers will be able to share a common platform.
‘The spring period was the first instance when we said we were a new brand, leaving behind Sony Ericsson and trying to increase brand awareness of Sony Mobile. We are entering into the second phase about what we can do beyond the smartphone.’ – said Perron.
Sony’s latest handsets will be backed by a multimedia advertising campaign. When Sony launched new devices branded with just Sony instead of Sony Ericsson, there was an initial sales boost, however, that isn’t the case now, and the company needs to launch new variety of devices in order to bite into sale figures of other manufacturers.
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