Sony to become a ‘Premium’ Brand like Apple, Might Exit Low-End Smartphone Segment

Sony LogoSony, the third-largest smartphone manufacturer in the world after Apple and Samsung, in an attempt to grab the top-spot, is all set to play big. In order to grapple the competition, Sony feels that it needs to develop ‘smarter and powerful’ devices. And in order to focus there, it feels that it needs to scrap the low-end smartphone segment.

That may come down as a surprise considering the fact that its low-end smartphones like Sony Tipo and Xperia Go are doing so well in the Asian markets.

Yesterday, Apple’s Phil Schiller turned down reports of a cheaper iPhone. The reason why Apple does not want to enter the ‘low-end’ phone segment is because it does not want to tarnish its ‘premium’ brand image. Perhaps, Sony’s thoughts also run along the same lines.

This is what Sony’s Xperia product marketing manager, Stephen Sneeden said about the company’s next two year’s strategy:

“We’re ready to be a premium smartphone provider, logically then, at the very entry level is where you lose the ‘Sonyness’. And it’s where you cannot implement some of these wonderful things from Sony at such a low cost, we might leave the very entry tier to some other manufacturers. Maybe it’s not the flagship product, but I can still aspire to this other phone that has a number of these same characteristics.”

Sony, as a brand, has been known for developing top-notch products. He feels that the company has failed to develop wonderful products due to economical repressions. That’s the reason why it wants to exit the low-end smartphone segment, and focus on developing ‘premium’ products.

The exit from low-end smartphone segment would allow Sony to focus on developing higher quality products which can scuffle against its rivals’ gizmos.

Sony’s new Xperia Z, with its high-end features is already looking a lot more promising.  The 5-inch smartphone is expected to be the most elegant Sony smartphone ever. It’s going to come powered up with 1.5 GHz Snapdragon S4 Pro processor and 2 GB RAM, and would compete alongside Samsung Galaxy Note 2 and iPhone 5.

In a nutshell, Sony is trying to recreate its lost impression of developing the most innovative products in the market. However, does it ‘necessarily’ need to stop developing low-end smartphones to get there? Why idolize Apple, not Samsung?

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