While we see a company like Samsung working on expanding their device portfolio with the forthcoming introduction of the new C series of devices, Sony appears to be on an entirely different path. Images from some presentations by Sony Mobile executives indicate the company is consolidating all of their mobile device plans behind the Xperia X line of devices as a single brand for the company. This means Sony will be eliminating both the Xperia C and Xperia M line of devices, which will join the Xperia Z line that was killed off earlier this year.
The slides that were covered by Sony Mobile show the company is launching a movement called “Chapter 3” during 2016 that is supposed to carry the company through 2018. Chapter 1 took place from 2010 – 2012 and was focused on “open OS for communication.” The next phase, Chapter 2, took place between 2013 and 2015 when the company focused on the things they considered the “best of Sony” including camaras and entertainment technology.
As Sony moves into this new chapter, the focus will be on “Xperia for new communication” and will be marked by the use of the “X” branding and logo. This will extend not only to devices, but all promotions, marketing and advertising efforts. Sony also notes that they are looking at more than just smartphones with this new initiative. They plan to also focus on Internet of Things and cloud technologies.
Earlier this year Sony launched three Xperia X devices at MWC 2016 including the Xperia X, Xperia XA and Xperia X Performance. That left us wondering what may happen to the Xperia Z6 and any variants. Sony’s response at the time was disappointing to fans who were looking forward to that device as Sony indicated it would not happen. Now that same outcome is being extended to Sony’s other model lines.
Sony has been struggling to find profit with their mobile division and rumors were rampant last year that the company may even exit the smartphone market. This new chapter looks like it may be Sony’s response to the challenges it is facing. Do you think Sony can succeed by consolidating their efforts behind a single line of devices?