Sony launches the new Xperia, continues to reduce its division … – Investing.com Spain

TOKYO (Reuters) – Sony Corp (TOKYO Monday unveiled its new Xperia high-end model with aluminum frame and 5.2-inch screen, showing that continues in the race of smartphones but is decreasing its operations in this sector.

The launch of the latest version of its flagship model comes amid a painful restructuring in the Japanese giant consumer electronics, which has been doubt the future of their mobile division, to the point that many executives do not rule out an end.

However, as the company focuses on reducing costs rather than grow your handset market, the division continues to need investment for new products and marketing to maintain the brand Sony and avoid a more rapid deterioration.

Sony said the Xperia Z4 will be available in Japan this summer, but did not provide dates , details or the name of the associated operators. It has versions in four colors and is somewhat thinner than the previous Z3.

Hiroki Totoki, appointed last year to re-channel the mobile phone unit said Sony aimed at high-end market, where dominate rivals like Samsung Electronics (KS Co Ltd and Apple Inc (NASDAQ:).

“There is a wide range in prices of smartphones, from about $ 100 to 1,400 in higher end “he told a news conference. “We want to focus on the top half,” he said.

The division of smartphones Sony fell far behind rivals like Samsung and Apple in the upper part, while battle in the lower zone pressure Asian manufacturers prices as Chinese Xiaomi Inc.

The Trinitron TV and Walkman whose company once played a vital role in the global entertainment industry, fight for some years to produce devices that make trend.

Sony announced in February that will be lowering its weakest operations, such as televisions and mobile phones, to focus on more successful products like video games and cameras.

CEO Kazuo Hirai, did not rule out the end of these operations, in the midst of a restructuring that has generated so far the sale of its personal computer and business division TVs.

In February announced Sony will not looking for sales growth in smartphone

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