Sony Mobile used its press event at Mobile World Congress to address questions about its continued commitment to the mobile sector, with Kazuo Hirai, group CEO, stating at the outset that “mobile remains an important part of Sony”.
“The smartphone market, of course, is highly cost-competitive, and we expect the commoditisation we are seeing to continue. So we have to make changes to how we manage the business as well. But one thing has not changed. Mobile remains an important part of the Sony group. And the reason for that is quite simple. Smartphones, tablets, smart wear, mobile devices and services are firmly rooted in our daily lives,” he said.
His sentiment was echoed by Hiroki Totoki, recently installed head of Sony’s Mobile unit.
“You cannot cost-cut your way to success. Instead our success will come from not just optimising our core smartphone business, but from new ideas, new business opportunities, and even new ways of working. So that whatever changes we encounter, we will develop products that excite and entertain, but do so with profit,” he said.
Of course, there were new devices to show, but the company shied away from joining the premium-tier smartphone battle initiated by HTC and Samsung on Sunday.
It showcased its Xperia M4 Aqua, which is a mass-market device that is also its first octacore 64-bit smartphone powered by a Qualcomm Snapdragon 615 processor, and said to represent “our renewed mid-range focus – with no compromises”.
And the company also unveiled its Xperia Z4 Tablet, with 10.1-inch 2K display. It is powered by Qualcomm’s flagship Snapdragon 810 processor.