Sony says it is fully committed to its smartphone division despite continuing to lag well behind the leading Android players in the mobile space.
With such a broad range of consumer electronics products on its books the temptation might be to scale back its mobile division in favour of its more successful product lines, but Sony's head of Xperia marketing Calum MacDougall says there's no chance of that happening.
Speaking to TechRadar, MacDougall affirmed that Sony's Xperia smartphones were “critical to the overall business” in that they helped attract consumers to the company's other products through common technologies and connectivity standards.
“If you want to be a successful consumer electronics company you need a successful smartphone division, not just within itself, but as an entry level and a way of driving consumers towards other new, connected products,” MacDougall said.
“The smartphone is the most frequently changed device, you'll buy a new phone more often then you buy a new tablet, PC or TV, so if we get people buying Sony smartphones then it affects the overall business.”
In a sense it's almost a case of turning one of Sony's traditional weaknesses into a strength. Aside from Apple, Sony has probably been the biggest advocate down the years of having an entire household full of its devices all knitted together seamlessly.
In the past, though, it's tried to achieve this through imposing proprietary standards (MemoryStick, anyone?), rather than taking the far simpler approach that if you like a Sony smartphone, you'll probably like a Sony TV too, and forcing you to adopt a standard that won't work with any other company's products is only going to drive you away.