Sony thinking of giving up on entry-level smartphones

Sony thinking of giving up on entry-level smartphonesLong before its first Android handset saw the light of day, Sony Ericsson was a big player in the feature phone market through the likes of its Walkman and Cyber-shot ranges.

But since casting off the Ericsson side of the arrangement, Sony has steadily been moving upmarket, and now says it's thinking about abandoning the entry-level smartphone arena altogether and concentrating solely on mid-to-high end handsets.

Sony's Xperia product marketing manager Stephen Sneeden has been talking about the subject this week, and says it may have to rethink its product portfolio if it is to take full advantage of Sony's strengths as a company.

“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,” Sneeden said.

He added that Sony was constantly evaluating market conditions, but didn't want to “compromise on the experience that the company is trying to show the customer”, even if that meant reducing the scope of its smartphone portfolio by abandoning the lower end of the market.

Via CNET

Read more about: Android

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8 comments

JanSt / MOD  Jan. 12, 2013 at 16:09

Translate: we can't be bothered to make a phone like the Huawei G300 :p

But I guess they can't and thus should stop trying. X8 etc were truly awful.

matt101101 / MOD  Jan. 12, 2013 at 17:15

Translate: we can't be bothered to make a phone like the Huawei G300 :p

But I guess they can't and thus should stop trying. X8 etc were truly awful.

The X8 was a quality pho...sorry, doorstop.

dcx_badass  Jan. 15, 2013 at 01:03

Xperia U is G300 price with deals and is a much better phone.

JanSt / MOD  Jan. 15, 2013 at 08:58

True - I was exaggerating. In fairness, their lower half was a bit better in 2012.
But then the fact that they are down in price that quickly is not good news for early birds, is it?
But I reckon the lower end of the Android spectrum is so crowded - maybe Sony are right?

dcx_badass  Jan. 15, 2013 at 13:35

They've not managed the top end that well either in my opinion, falling behind the others on specs and updates. Maybe the Xperia Z will bring about a change, decent specs, features none of the others offer like water resistant, bit gimmicky but could be useful. Rumours that the update process internally is been redone to be quicker, could see Sony catch up a bit. Think I read on XDA that they are the number 2 Android seller in the UK now, seems strange as I'm the only person I know with a Sony phone, but hey.

CTPAHHIK  Jan. 15, 2013 at 15:01

I still have Sony Play, but like DCX I don't know a single person with Sony phone. Outside of Xperia U I cannot recommend any of Sony's phones. With their awful software upgrades Sony is a step higher than LG, but fall short of Samsung and HTC.
Hoping that upcoming models will change the trend, but hopes are slim.

As to Sony being number two in UK sales would mean that nobody is buying Apple.
Samsung = 1
Apple = 2
Sony = 3, best case?
HTC = 4??

dcx_badass  Jan. 16, 2013 at 11:53

As to Sony being number two in UK sales would mean that nobody is buying Apple.
Samsung = 1
Apple = 2
Sony = 3, best case?
HTC = 4??

Number 2 android seller, not number 2 phone seller, presumably it's Apple, Samsung (not sure which way round) then Sony.

JanSt / MOD  Jan. 16, 2013 at 12:14

As to Sony being number two in UK sales would mean that nobody is buying Apple.
Samsung = 1
Apple = 2
Sony = 3, best case?
HTC = 4??

Number 2 android seller, not number 2 phone seller, presumably it's Apple, Samsung (not sure which way round) then Sony.


Probably Samsung, Apple, Sony? What with the dozens of Samsung models?
My gut's still saying HTC sell better than Sony...but it may just be selective perception.

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