Sony Denies Exit of The Smartphone Market

Japanese company bets on three pillars to grow, including in Brazil: battery, camera and water protection

Contrary to what has been said recently, Sony is leaving the market for smartphones. The statement is of Ana Peretti, marketing director of the company in Brazil, who said also that it was all a misunderstanding. So much so that Kazuo Hirai, CEO of Sony, was on MWC 2015 to participate in a conversation with journalists and reaffirm the company’s commitment to its customers to smartphones, including the long term. According to Ana, the Sony, like several other smartphone makers, is adapting your business to improve your profitability.

ZTOP: Sony launches appliance intermediary and ultra-thin tablet in MWC 2015

In Phonecations, the Sony brand is already quite recognized. According to the account executive, in a year, the release of the Z1 to the Xperia Z3, introduced in the second half of 2014, the company went from fifth to third place in the category of premium appliances, above R $1,399. “It is more than 10% market share, we grew up a lot,” celebrates. The idea now is to achieve similar results in other categories of smartphones.

According to the Executive, the success of the high-end device was so much that motivated the company to replicate some features in the model presented at MWC 2015, the Xperia M4 Aqua. Long battery life, powerful cameras and waterproof protection are also specifications of the new device, which according to Ana’s coming on the Brazil in three color options: white, black, and coral.

Although no price and release date, you know that the appliance should arrive at the $1,000 to Brazil R, to compete with other smartphones. The focus of the Sony, like other companies in the sector, is the maturation of the market.

The inspiration in the Z3 is quite clear, and not only by the specifications mentioned above. The format is also the same, as well as the screen size, of 5 inches. Although the back of glass as in the case of the Z3, one can say that the hard plastic leaves something to be desired. For some, it may even spend more security.

According to Ana Peretti, there was also a concern to satisfy the customer who complained the microUSB plug, a door that needs to be accessed as often. The Xperia M4 Aqua boot entry is exposed. Sony has strengthened protection against water and dust from the connector to suit its users.

The rear camera of Xperia M4 Aqua has 13 megapixels, with opening f 2.0 to capture more light and sensitivity and make images at ISO 3200. Front camera already has 5 megapixels and a viewing angle of 88° to improve recognition of selfies.

In addition, the Xperia M4 Aqua is the first octa-core 64-bit, with the Qualcomm Snapdragon processor, integrated 4 g and Android 615 5.0 Lollipop. In terms of software, the 2015 line brings a novelty: the end of Sony’s own music service, the Music Unlimited, and the signing of a global partnership with Spotify.

Tablet Z4, the successor to the Z2

Also new from Sony for the Mobile World Congress is the tablet Z4, Z2 ‘s successor. As well as M4 Aqua, the Z4 tablet resembles the previous version, but with a difference that can be key to your entry in the competitive Brazilian market. The back is a hard plastic, which should collaborate to a final price more accessible.

In addition to being waterproof, a feature that has become trademark of Sony, the Z4 10.1 inch screen tablet has 2 k and a battery with an average duration of up to 17 hours according to the manufacturer. The color choices are black and white.

The unit is very light and thin: 389 grams only version with WiFi and 4 g version 393 grams, and 6.1 mm thick. In your booth, Sony showed the tablet with a keyboard itself, leaving clear your intention to achieve the corporate market with this product. The Z4 tablet runs Android 5.0 Lollipop which when coupled on the keyboard gets a kind of shortcut bar on the left corner of the unit, something quite interesting. The processor is a multi-core 64 bit octa Qualcomm, Snapdragon 810.

For now, Sony confirms when the tablet will arrive in Brazil, since the strong national market are input products and this device more felony in a premium segment. It is worth remembering that the Z3 tablet, announced at the end of 2014, has not yet reached the Country. According to Ana Peretti, the success of the Z2 tablet made the company change your strategy.

Speaker who listens and talks

In Sony’s entande, a third News drew attention of who passed through there. According to Ana, the company’s investment in accessories that work in conjunction with their smartphones will reinforce the long-term commitment with the thread. The BSP60 Speaker is still seen as a prototype, but Sony’s website you can register to buy it as soon as it’s released.

More than one pool ball, with 100 mm diameter and 325 grams, the speaker with Bluetooth connection and NFC is able not only to play music, but also to talk with the user through voice command. The Nice accessory, the user can ask the weather forecast, the next your agenda’s commitments and to request a song, since it is connected with the smartphone, of course.

The speakers themselves are at the top of the black ball, and up to let the sound running loose. Depending on the rhythm of the music, they go up and down subtly, almost as if they were dancing. In addition, the Speaker shines in more than one color when in operation: red, green and blue. According to Sony, the idea is that it can move around on the surface in a very near future.

* The reporter traveled to Barcelona at the invitation of the LG.

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