Sony says “once-a-year” flagship strategy is dead


At MWC 2014 earlier this week, Sony unveiled their latest flagship devices, the Xperia Z2 smartphone and Z2 Tablet. For those not counting the days, this comes only about five and a half months after Sony unveiled the “flagship” Xperia Z1 at IFA 2013. According to Sony Mobile Creative Director Kurozumi Yoshiro, this quick turnaround is a reflection on how fast the industry is moving. According to Kurozumi, “In order to maintain a flagship, you must update at this frequency.” Thus, the Xperia Z2 is the flagship device for the first half of 2014 and buyers can expect a new flagship device to appear before the end of the year to serve in that role for the second half of 2014.

Along with his comments on the accelerated development and release cycle mobile device manufacturers are now dealing with, Kurozumi also indicated that Sony may be moving away from the design, called OmniBalance, used for the the Xperia Z, Xperia Z1 and now the Xperia Z2.

As the Xperia Z2 starts to actually get in to the hands of customers over the coming months, they will be greeted with rumors and leaks of the next pending flagship from Sony. If other manufacturers do the same thing, how do you think that will impact buying patterns for consumers?

source: Xperia Blog

About the Author: Jeff Causey

Raised in North Carolina, Jeff Causey is a licensed CPA in North Carolina. Jeff's past Android devices include an HTC EVO, a Samsung Note II, an LG G3, and a Motorola Moto X Pure Edition along with a Samsung Galaxy Tablet 10.1. He currently uses a Samsung Galaxy S8 and (very rarely) a Nexus 7 (2013). He is also using a Verizon-branded Motorola Moto Z Play Droid supplied by his job. Jeff used to have a pair of Google Glass and a Moto 360 Sport in his stable of gadgets. Unfortunately, his kids have all drunk the Apple Kool-Aid and have i-devices. Life at home often includes demonstrations of the superiority of his Android based devices. In his free time, Jeff is active an active runner usually training for his next marathon, owns a MINI Cooper, and plays Dungeons & Dragons. Jeff has three mostly grown kids and a golden retriever.

  • tony solinan

    I like the look and spec’s of the Z1,now the new
    Z2,will be in the shops soon,and with the latest
    and more powerful spec’s with the snapdragon.801chipset+5.2inch screen,16or32gb of internal storage+exspandible,with SD card!

  • k brooks

    That is all very well but people are stuck in two year contracts. I wouldn’t want to pay for a phone knowing it will be updated in less than 6 months. I think It’s a bad idea and I hope that Samsung don’t follow in the same footsteps. I like the z 1 but it should be update ounce a year. I bought the note 3 and I wouldn’t be happy if the note 4 came out in April after paying £ 599 for the phone..

  • justafew

    All well and good if they want to refresh more often, but it may alienate customers who realize their devices just got out-dated even earlier. In addition, until Sony addresses their update issues (most of their devices still don’t have Kit Kat), I won’t be interested. Others such as HTC, Samsung and LG have been doing much better in pushing updates (at least to flagship devices), so Sony needs to step up their game.