Sony aiming for third spot behind Samsung and Apple

Sony is preparing to do battle with Huawei and ZTE

Sony’s head of mobile business, Kunimasa Suzuki, has revealed the company’s plans to usurp Huawei and hold off ZTE in the race for third position as the world’s leading mobile manufacturer behind Samsung and Apple.

At a briefing in Tokyo, Suzuki said Sony would tailor its smartphone development strategy for individual markets in order to knock Huawei off the number three spot.

The big Chinese manufacturers, ZTE and Huawei, currently hold 4.3 per cent (fifth place) and 4.9 per cent (third place) of the global phone market respectively, according to IDC market figures with Sony sitting between in fourth place at 4.5 per cent. This space is set to become hotly contested in 2013.

Talk from commentators suggests Suzuki’s statements imply the company will look into manufacturing cheaper smartphone models for developing markets.


Currently Sony only makes Android mobile devices under the Xperia brand and primarily aims these at the mid-to-high end of developed markets in Asia, Europe and North America.

The Xperia Z is Sony’s most recent model which has widely received positive reactions from critics and consumers alike.

Meanwhile, the company appears to be beginning to make headway in the tablet space as there is a lot of interest in the newly launched Xperia Tablet Z.

Sony is currently distinguishing its high-end product line-up with premium build quality, high-spec display technology and extensive waterproofing treatments.

The use of faster multi-core processors, up-to-date builds of Google’s Android platform and a re-designed interface overlay also represent changes Sony has made to ensure it can compete in the modern mobile market.

In the near future, Sony is expected to announce the Xperia SP as a mid-range device but this is still believed to be aimed at its usual markets.

Another handset has recently leaked which appears to have a premium, high-end spec, but so far only the model number C670X is known.



by via Know Your Mobile