The phone industry has changed dramatically since the early 2010s. Brands that didn’t exist back then are getting our attention now, while the prevalent ones are barely mentioned these days. Once a leading mobile phone brand, LG had to shut down its smartphone business after years of inflated losses. Likewise, Sony is much less relevant in the smartphone market than it was back in the days when it drew a lot of attention with its out of the ordinary candy bar phones like the Walkman series. Despite this, Sony still makes smartphones that refute the latest trends. What do you think of this approach?
Earlier this week, Sony announced a bunch of new smartphones. These new devices include the Xperia 1 III and Xperia 5 III – two nearly identical flagships, whose display size and camera specs only vary, and the Xperia 10 III, a 5G-capable mid-range device. . These are among the few high-end phones in 2021 to wear thick bezels on both sides of the slim, long screen with a 21: 9 aspect ratio. All of these phones also have headphone jacks and card slots. microSD, both of which are a rarity these days, especially among flagship devices. The Xperia 5 III and 10 III are also relatively compact phones, with screens measuring 6.1 ″ and 6.0 ″.
Sony Xperia 1 III forums ||| Sony Xperia 5 III forums ||| Sony Xperia 10 III forums
Besides these aspects, Sony is not competing in the megapixel wars and instead sticks to 12MP cameras. Instead, the company prioritizes features like Zeiss lenses and a dedicated shutter release button for its flagship products. While the Japanese giant has yet to announce pricing for these devices, we don’t expect them to be easy on consumers given the $ 1,199 price tag of the previous flagship.
Like many other brands of phones with a legacy, Sony’s mobile phone unit has struggled to turn a profit in the past. Although the company is forecasting a profit for the mobile phone division for the first time in four years, those plans have been disrupted by the COVID-19 pandemic. In the fourth quarter of 2020, Sony sold 1 million smartphones – 24% less than in the same quarter of 2019. On the positive side, the company achieved the same revenue despite this drop in sales, indicating an increase the average selling price of phones. .
Sony’s endurance in the industry – unlike LG’s – can be attributed to its bold decision to continue with niche features aimed at a small segment of the market instead of creating a diverse, high-volume product line. Phones like the Xperia PRO exemplify Sony’s desire to meet the needs of professional creators and do it right instead of appeasing and failing a larger audience.
Do you think this strategy serves Sony well and will prevent it from suffering the same fate as LG? Let us know in the comments below!