Sony narrows focus, will phase out its 'Premium Standard' range of smartphones

Shawn Knight

Posts: 13,268   +132
Staff member

Sony has confirmed that it’ll soon be pulling its Premium Standard range of smartphones from its portfolio in an effort to focus primarily on better-selling flagship-class models.

The news came down during Sony’s 2017 Investor Day according to the gang over on the Xperia Blog.

Devices launched under the Premium Standard tier include 2016’s Xperia X and Xperia X Compact - respectable handsets but not quite traditional mid-range or flagship level. The Xperia X, for example, was no slouch with a 5-inch, 1080p display and a Qualcomm Snapdragon 650 hexa-core CPU alongside 3GB of RAM but apparently they simply didn’t resonate with buyers outside of Japan.

The publication notes that Premium Standard phones hit 85 percent of their intended volumes locally but that figure fell to just 31 percent in other territories. Globally, it averaged out to Sony hitting only 43 percent of its target in the segment.

Flagship models like the Xperia X Performance and the Xperia XZ, meanwhile, reached 104 percent in Japan alone and 88 percent globally.

The shift in strategy is likely a good idea, especially considering how cluttered Sony's lineup currently is. More well-defined product tiers should make matters less confusing for consumers and hopefully help Sony come closer to hitting its sales targets.

Sony will also focus its efforts on markets where it can leverage its brand strength like East Asia, the Middle East, and Europe, just to name a few. North America is said to be an important target as well although the company conceded that a huge investment will be needed in this region to make a noticeable impact.

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Skidmarksdeluxe

Posts: 8,645   +3,289
I'd forgotten Sony made phones. I don't know anybody who has one and I haven't seen anybody using one for ages now.
 

Rockstarrrr

Posts: 97   +72
I'd forgotten Sony made phones. I don't know anybody who has one and I haven't seen anybody using one for ages now.

They are bigger in Europe and Japan than in USA. In contrast, Apple is doing much better in States than in Europe. We dont like Apple here hehe
 

Skidmarksdeluxe

Posts: 8,645   +3,289
They are bigger in Europe and Japan than in USA. In contrast, Apple is doing much better in States than in Europe. We dont like Apple here hehe
Their mobile phones were quite common here at one time but they seem to have faded into obscurity. Apple is not very big here either. About 85% of the population are Android users.
 

qking

Posts: 59   +39
They are bigger in Europe and Japan than in USA. In contrast, Apple is doing much better in States than in Europe. We dont like Apple here hehe
Their mobile phones were quite common here at one time but they seem to have faded into obscurity. Apple is not very big here either. About 85% of the population are Android users.

I had an Xperia Z3 Compact - damn good till the touch-screen crapped it's pants.