Sony to focus on high-end handsets in India
01 Aug 2016
Sony has debuted the Xperia X Performance, the company's latest flagship that reflects Sony's core competencies - audio and camera functionality.
Last month, the company launched the premium Android handset globally, replacing its previous Z series in a bid to find new momentum through the new X lineup.
It remains to be seen whether the high-end smartphone would bring a potential rebound to the firm's handset business as the device combines what Sony fans look for - a combination of camera, audio and design.
Sony Korea CEO Osamu Morimoto said at the launch event last month, the X Performance comes with a sleek metal back and a five-inch full high-definition (FHD) display.
The curved glass edges make the device glimmer in the light, completing its sophisticated design.
The touch screen was smooth and sensitive enough to allow users to enjoy basic messenger applications and web surfing without any lag. Xperia X Performance comes with a Snapdragon 820 application processor and Andoid 6.0 Operating System (OS), which was the same as its Samsung and LG counterparts ? Galaxy S7 and LG G5.
Meanwhile, TOI Tech reported that Sony India had confirmed to it that it would only sell 'premium' Xperia smartphones in India. "Sony Mobile drove transformation in FY15 towards a profitable and sustainable company globally including the areas mentioned. As part of our transformation, we are sharpening our focus on select products and sales channels," said Vijay Singh Jaswal, head of Xperia business, Sony India.
"Considering the recent shift, our marketing strategy will now revolve around offering premium products in the smartphone segment," he added. Despite the not-so-rosy situation globally, Jaswal said the due to Sony's premium strategy in India, the average selling price had increased by 55 per cent in Q1 of FY 16 as compared to the same period last year.
