Sony drops its ‘Premium Standard’ smartphone; shifts focus on mid-range and flagship products

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An image of the Xperia smartphones by Sony. (Facebook/sonymobile)

After a dismal performance of their “Premium Standard” devices in the market, Sony decided to drop the line. Now, the company has shifted their attention to their mid-range and flagship offerings.

According to a report by XperiaBlog, the tech giant opted to discontinue the line. It featured smartphones like the Xperia X and Xperia X Compact. The company made the announcement during their Investor Day. It cited that the move must be made “to recover lost market share” in the Fiscal Year of 2016. This move is a part of the company’s business directions for 2017.

As a result, Sony will reportedly more attention on the midrange XA lineup of devices. These include the Xperia XA1 and XA1 Ultra, as well as its flagship smartphone, the Xperia XZ Premium and XZs. Also part of the company’s goal of maintaining their profitability for the year is their thrust to “differentiate products with technologies that only Sony can deliver.”

They are also geared to improve their sales operations while “focusing on markets where” they can leverage their strengths.

As for the company’s growth initiatives, the public can expect them to enhance and improve the competitiveness of their smartphones. This is a crucial element, considering that Apple and Samsung are way ahead of their competitors in the smartphone wars. The company will also reportedly come up with new communication devices, as well as services, according to their Investor Day presentation.

Meanwhile, The Verge reported that Sony will launch two new devices under the Xperia name before the year closes. It is interesting to see how the company’s upcoming smartphones will fare against the Samsung Galaxy S8 and Apple iPhone 8. The two devices will reportedly roll out later this year.

Notably, Sony usually launches their new products around the second half of the year. This means the public will likely see their new flagship devices during the IFA event in Berlin. The said event will take place in the first week of September.