While never the first to come to mind, Sony’s Xperia line of handsets has produced quite a few Android gems. While fans of their beautifully designed hardware have been hoping for a bigger push in the US, the plans of Kaz Hirai and company couldn’t be more opposite.
Sony has seen the most success in their home country of Japan, with Europe trailing behind as their number two region. Together they account for 60 percent of Sony’s mobile business. Enter Apple’s new iPhone models, which have been competing strongly with Sony’s offerings. Because of this, the electronics giant will be toning down on efforts to raise awareness of their smartphones in countries such as the US in order to focus on maintaining their brand at home and in Europe.
Hirai says Sony is “pouring a lot of management resources” into tackling the task. Establishing a stronger foothold in the US is an uphill battle when facing established brands like Apple, Samsung, and even the floundering HTC. Lining up the necessary carrier partners and generating the proper marketing push is an expensive, arduous task even for a major global brand like Sony. The company feels its resources are best used firming up their position in current markets.
Looks like we won’t be seeing the Sony Xperia Z1 anytime soon here in the States, and that’s a bit of a shame.
Update: Or will we? @evleaks just posted what appears to be a Z1 with T-Mobile branding. Take that for what it’s worth.