Long 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.