Sony May Consolidate Its Smartphone Lines, Reports Say
In the face of fierce competition, Sony may consolidate its smartphone models to only the Xperia X series, according to reports.
Sony's Xperia Z, Xperia C and Xperia M smartphone lines could soon be reduced to one Xperia X product line as the company fights for market share in the very crowded and ultra-competitive global smartphone business. Sony's coming changes were rumored in a May 13 posting in the independent Xperia Blog that is based on reports from Asian tech media sources. Sony has "ended the Xperia Z series, [and] apparently the Xperia C and Xperia M series have also been cancelled," according to the article. "This means that Sony may exclusively use the Xperia X as a single brand to push all future handsets." The coming changes were also apparently hinted at in promotional slide presentations produced by Sony Mobile that purportedly show the company viewing 2016 to 2018 as a period "marked by 'Xperia X' as a new visual identity for Sony's brand communication," the story reported. A new Xperia X logo will also be launched for all promotional print and TV advertising in conjunction with the changes, the story continued. With fewer product line designations, Sony could focus on one promotional and sales campaign, rather than spreading itself thin in the market against huge competitors like Samsung and Apple, which lead the global smartphone sales wars.
An April global smartphone shipments report from research firm TrendForce found that Samsung still leads in global market share, with 27.8 percent in the first quarter of 2016, followed by Apple at 14.4 percent, Huawei at 9.3 percent, Lenovo at 5.8 percent, Xiaomi at 5.5 percent and LG at 5.1 percent. All other brands, including Sony, make up the rest of the market with very small slices of the remaining market-share pie, according to a recent eWEEK story.