TOKYO (Reuters) – Sony Corp on Monday unveiled its new Xperia high-end model with aluminum frame and 5.2-inch screen, and thus proved he is in career advanced cell but decreases its operations in this sector.
The launch of the latest version of its flagship model comes amid a painful restructuring in the Japanese electronics giant consumer, who has questioned the future of its mobile phone division up the point where executives do not rule out an end.
However, as the company focuses on reducing costs rather than grow its mobile market, the division still needs investment in new products and marketing to maintain the brand Sony and prevent further deterioration fast.
Sony said the Xperia Z4 will be available in Japan this summer, but did not provide dates, details and 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 refocus the unit cell, said Sony aims at high-end market, which dominate rivals like Samsung Electronics and Apple.
“There is a wide variety of advanced mobile prices from around $ 100 to 1,400 in the higher range. We want to focus on the top half,” he told a press conference.
The cell division of Sony fell far behind rivals like Samsung and Apple at the top, while the lower zone battle with pricing pressure from Asian manufacturers such as China Xiaomi.
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 lower its weakest operations such as televisions and mobile phones, to focus on more successful products like video games and cameras.
Chief Executive Kazuo Hirai did not rule out the end of these operations, in the midst of a restructuring that has generated so far selling its PC unit and division of TV business.
In February announced that Sony will not looking for sales growth in smartphones.
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