Sony in an interview with CNET revealed that it has big plans to make a push in the US with its new Xperia X line of smartphones.
Sony is very well known for its PlayStation consoles and TVs in the US, but its smartphones have failed to make waves in the past. Now, Sony is hoping that’ll change.
Here’s the official world from Sony’s head of marketing in North America, Don Mesa:
“We’re committed to coming to the US with these Xperia X phones. This year represents a new chapter.”
The company on Monday announced the Xperia XA, Xperia X, and the Xperia X Performance. The first two are mid-range handsets, with the Xperia X Performance being Sony’s higher-end choice, and possibly the company’s flagship for the year. Many had high hopes for an Xperia Z6 flagship, but Sony recently confirmed that there would not be an Xperia Z6.
Despite this, Sony is very much looking to make a name in the US with its Xperia X line. Unfortunately, there won’t be any of these smartphones available through carriers, which might hinder that goal. However, Sony is confident that selling the smartphone’s on its own website, through Amazon, and other retailers will be enough. Mesa did tell CNET that they’re still very much hard at work trying to work out deals with other retailers, including physical stores.
Manufacturers selling directly to consumers has become a popular thing, but it’s truly a hit-or-miss thing. Google has had plenty of success with it, as has Motorola and ZTE. However, some analysts already anticipate that Sony is going to miss the mark, largely because they don’t stand out against the competition enough.
And analysts are probably right. Many smartphones don’t stand out well, particularly with having to live up to things like the LG G5 and Galaxy S7.
On the other hand, Sony may surprise us, and we certainly hope they do. We’ll just have to see how this plays out over the next couple of months.
If you’re interested, you can check out the full interview with Mesa and other Sony execs at the source link below.