Sony to give up high-end mobile phone market focus on flagship and mid-level product line

Sony Mobile recently held its investor conference in Tokyo to apprise investors on its future course of action. 

Sony Mobile has confirmed plans to drop the ‘Premium Standard’ segment from its future smartphone portfolio. Devices launched under this tier included the Xperia X and Xperia X Compact in 2016 – they were designed to offer a reasonable price point with an almost flagship specification.

Sony Mobile in 2016 gave great importance to its flagship, high-end products. Although the sales target in Japan reached 85 %, But the globally is down to 31%, sales did not meet the original expectations.So Sony will cut down on its high end mobile production and concentrate on mid product line. 

Although Sony Mobile to give up the high-end market, but will continue to launch the flagship product in the first half of 2017.They will launch the Motion Eye camera module flagship mobile phone Xperia XZ Premium and Xperia XZs, XA1 and Xperia XA1 Ultra as plan before. 

According to Sony Mobile CEO, Sony will focus on only Sony can do products, the use of their own brand influence to improve market share in Japan, East Asia, the Middle East and Europe and other regions.The mid-level models will be aimed at India and other emerging market.

It plans to try and grow share through providing differentiated smartphones.