Sony banks on mid-range, premium mobiles for growth

dubai - Japanese tech giant expects a sustainable and profitable year

Sony Mobile has increased its market share in the Middle East and expects a sustainable and profitable year after restructuring in 2015, says its senior executive.

Jason Smith, vice-president for Middle East and Africa at Sony Mobile Communications, said the Japanese company has reported a profit for the June quarter this year and the outlook for rest of the year is bright.

"We spent 2015 in restructuring and rolling up our business to be sustainable and profitable so that we can survive in this industry and continue to do business," Smith told Khaleej Times.

He declined to comment on its market share numbers but said Sony has increased its market share by one to three per cent in the past couple of months.

The Japanese technology giant reported a profit of $205 million for the June quarter as a strong Japanese yen helped the company to lift its earnings. Its mobile division declared a loss of $188 million in the same quarter last year.

"The company's strategy this year is to stay sustainable, profitable and then start to grow," he said, adding that growth will come from the mid-range and premium segment.

Last week, Sony Mobile launched its flagship smartphone Xperia XZ in the UAE market. Priced at Dh2,229, it will be available from September 29. Consumers who have pre-ordered the device will get a free Sony network wireless speaker or Sony Bluetooth noise-cancelling headset worth Dh799.

Xperia XZ features Sony's new triple image sensing technology that helps capture blur-free photos even with subjects in motion in true-to-life colours. It allows smoother videos, even when walking or capturing close-ups with its 5-Axis video stabilisation with SteadyShot.

Other key features of Xperia XZ include a 23MP rear camera, 13MP front selfie camera, a 5.2-inch display, 64GB built-in storage and up to two times battery lifespan.

"Our new flagship, Xperia XZ, offers an even more intelligent and personalised experience. It assists you when and where it matters most, making your everyday lives more convenient, effortless and spontaneous," Smith said.

The 23MP main camera not only gives clear shots, but also super-fast start-up going from standby to capture in 0.6 seconds at the touch of a dedicated shutter release button.

"With Xperia XZ, you can capture every moment as you see it, with blur-free images day or night and with true-to-life colours thanks to our new Triple Image Sensing technology and its 23MP rear camera," he said.

Advanced features have been added for those who want more flexibility with manual settings to further enhance the shooting experience and creative possibilities, such as shutter speed and focus controls.

- abdulbasit@khaleejtimes.com