Sony has been experimenting back and forth with smartphone lineups for the past year. The “Premium Standard” tag was one of these under which the struggling OEM launched Xperia X, X Compact and promised to deliver high-end performance with mid-tier specifications. However, at its 2017 Investor Day, Sony announced that it’s shutting this series down and won’t be releasing any more handsets.
Sony launched two smartphones last year – the Xperia X and X Compact, both of which were priced erratically and received a harsh criticism from the audience. As you’d expect, they didn’t sell well either despite constant price drops. In Japan, though, Sony did manage to hit 85% of its intended volume targets but apart from that, the company couldn’t cross 31 percent. Globally, the company only achieved 43% of its indented numbers which eventually led to this announcement.
Sony, will although, continue selling its other smartphones such as the flagship models which include the X Performance, Xperia XZ and mid-rangers like the Xperia XA1 and XA1 Ultra. The Japan-based company, awhile ago, also stated that it is leaving the budget segment but made a retraction by launching the Xperia L1.
For its flagship models, Sony missed its targets by just a few percent – 88% globally. However, if we consider regions outside Japan, they could only hit 60% which is quite expected considering their reputation in the market right now. At the conference, Sony said that it hopes to differentiate its products “with technologies that only Sony can deliver” and will be primarily paying attention to where it knows it can generate a profit including Japan, East Asia, APAC, Middle East and Europe. Sony, further added, they are interested in India, however, given the razor thin margins, they are unable to push aggressively.