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2018 was a difficult year for Sony, which experienced a painful drop in smartphone sales. His attendance at CES 2019, for example, was limited to TVs and household products, also equipped with a wireless disc player. However, between reorganizations, cancellations and even layoffs, she claims to slowly take her head off the water and is preparing some interesting smartphone ads for the MWC 2019.
The event, which will take place at the end of February in Barcelona, Spain, is one of the largest in the mobile world, equivalent to what the CES represents for the national market of technologies and intended for the consumer. According to Don Mesa, vice president of marketing for Sony, it is also here that the company will take its first steps in a new strategic direction.
Rumors are reporting an announcement of the Xperia XZ4 during the event. With a 21: 9 OLED screen, the top of the line has already appeared on landmarks and has even leaked images. The expectation is of an infinite screen device and a Snapdragon 855 processor, whose hardware would place it among the most powerful of the current market, according to revealed performance tests.
In addition, 5G technology should be a priority, with the high-end handset delivered with this type of connectivity or not, in a feature that can also be reserved for a specific device. Mesa said that Sony did not want to anticipate the arrival of the new mobile Internet standard, in order to present a good experience of its use. The executive believes that many people have ensured the purchase of a new smartphone in 2018 in anticipation of the first with novelty, so the experience must please.
However, anyone who believes in a new Compact version of the model may need chair to sit down. According to the executive, Sony believes that the wave of the moment consists of screens with "large spaces" and that, therefore, slight variations of their high quality devices can be left behind in this reorganization. He praised the channel for its success and ease of use, but hinted that she might not be making a joke this year.
Although the existence of the Xperia XZ4 is nothing more than a rumor of these, which has not been confirmed by the Vice President of Marketing, he gave a another glimpse of what to expect from Sony's new range of smartphones. The idea is to further improve the use of the camera, an issue on which the company already has sufficient visibility, and not to introduce many drastic format changes, in order to maintain the installed base of loyal users, but to propose innovations that surprise.
Regarding the reorganization itself, Mesa said that "all components" of the company's mobile phone company had caught the eye and had been altered. The mobile strategy is entrusted to Shigeki Ishizuka, who is responsible for transforming Sony into a major supplier of camera sensors, and to the trustworthy man of general manager Kenichiro Yoshida, who is doing the same with the mobile division.
"People can expect Sony to be more true," said Mesa, "with greater convergence between the camera and the content." The general expectation is that the initial announcements, which will be made at the MWC 2019, will form the gateway to a line update a few months later at the IFA, which will take place in September. This would be a change in the company's usual disclosure schedule, but the type of change that a reorganization like the one underway requires. Sometimes, less is more, and the manufacturer seems to practice this dictation daily.
Source: Digital Trends
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