Sony Targets Mid-Range Smartphone Market With New Xperia

Revamping Strategy

Sony plans to broaden the availability of its Xperia smartphones, focusing on the mid-range market. This shift in direction is a move to compete more effectively in the global smartphone landscape. Historically, Sony has concentrated on high-end models, but now they’re adjusting their strategy.

Sony has historically been a favorite among tech conservatives. The company is one of the few remaining producers of phones with a 3.5 mm headphone jack. However, the company is now pivoting to address a wider consumer base by focusing on the average price shelf. The business formerly focused on flagship models from the 1 and 5 series, which led to the elimination of the budget L series. This happened because the budget segment is difficult to compete in against Chinese manufacturers. The new focus marks a notable change in priorities.

Xperia 10 VII Details

The upcoming Sony Xperia 10 VII will be available in more markets than the flagship 1 VII. For instance, the flagship reached Japan and Europe, but not the USA or Canada. This means that the new phone will be easier to find.

The Xperia 10 VII will sport a 6.1-inch display that has a 120 Hz refresh rate. The device will also contain a 5000 mAh battery and a 50 Mpix camera sensor. The device will be powered by the Qualcomm Snapdragon 6 Gen 4 system.

Globally, mid-range smartphones are experiencing an increase in popularity. Sales in this market segment have jumped up 15% from last year (Statista 2024). This growth underscores the significance of Sony’s strategic shift.

Broader Implications

The shift to the mid-range market could signal a broader attempt by Sony to enhance its presence in key regions. Launching the Xperia 10 VII in more countries is a signal to Sony’s commitment to growth.