Although it seems that their flagship will arrive in the United States, Sony isn’t looking to focus there or in China. Instead they are choosing to aim at the European and Japanese markets. Sony CEO Kaz Hirai, who is known for building the PlayStation brand, says that “it’s not realistic to try to do everything at once. In the U.S. we’ll start gradually.” This can be seen with the release of Sony handsets being only available on T-Mobile in the United States. Rather than having wide distribution for its Xperia Z1, Sony would like to have softer launches because it wouldn’t leave them with an abundance of unsold units.
While their strategy is understandable, Sony needs to work a bit faster to have real growth. Judging from comScore’s August numbers, the Japanese company still does not rank as one of the top five OEMs in the world.