Sony Mobile is contemplating a move to exit from the entry-level smartphone segment in order to focus on key Sony features that can only be incorporated in premium and mid-tier devices. Stephen Sneeden, product marketing manager for Xperia, told CNet that the smartphone vendor is evaluating markets but believes that operating in the mid-tier to premium segment as the likely scenario. The move would mirror what Sony (then Sony Ericsson) did by completely exiting from the feature phone market. Also Read - Google Pixel 6, Pixel 6 Pro launches with Tensor chip, Android 12 starting at $599Also Read - Zomato faces backlash on Twitter after it fires employee calls Hindi a 'national language'
The move makes sense as there is very little unique that Sony can provide in the entry level segment where white label products are the norm with very little room for innovation. Not to forget the pricing wars with local players in most markets that undercut tier-one brands with a leaner, shipment-to-shipment operations. Also Read - Google Pixel 6 Pro pricing, specs leaked via Amazon UK listing: Check details
Sony has also introduced a new design identity, a power button, with its latest Xperia Z that would enable users to recognize a Sony smartphone. It plans to keep this new power button in its subsequent models as well. This sounds similar to the transparent strip the vendor had introduced in its Xperia smartphones last year but had to get rid of it as consumers found it confusing whether the keys were on the strip or above it.