Have Sony Messed Up?

[apolloa]

So, as I imagine everyone missed it but today Sony launched a new Xperia X range which they claim are: 'ultra high mid range phones'. They are NOT advertising them as high end phones.
Their is the X, the XA and the X Performance, the low end model has a Mediatek chip, the mid range has edge to edge glass and a Snap Dragon 620, the high end one has a Snap Dragon 820. I think they all come with 3GB Ram but no mention of water or dust proofing has been made, and they have changed the glass back for metal.
Also the low end and high end phones have finger print scanning power buttons but the mid range model does not.
The low end model has 720P 5" screen the other 2 have a 5" 1080P screen, all have a improved camera with new algorithms and very cool focus tracking:

Xperia X:

Xperia XA:

Xperia X Performance:

Nice phones? Interesting new camera tech, BUT, and their a few big BUT'S.
The X Performance costs 699 Euro's ( http://www.xperiablog.net/2016/02/22/xperia-x-family-priced-in-europe-pre-orders-now-live/ ) which is the same price according to this article as the new Galaxy S7 is which IS a high end phone:

http://www.express.co.uk/life-style...Galaxy-S7-Edge-UK-Price-Revealed-Release-Date

Not only that, but Sony are NOT launching the X Performance into the UK or Germany:

http://www.xperiablog.net/2016/02/22/xperia-x-performance-not-heading-to-germany-and-uk/

And you know what is the worst of the news today? They are scrapping the Z range, yes that's right they are ditching their flagship range of devices so no Z Compact.... as I understood one of their bigger sellers, weather they will be replacing this who knows?

Reveled in this video:

And this: https://www.androidpit.com/xperia-z6-replaced-by-xperia-x-performance

with the updated article of this:

UPDATE: 15:33 PM, February 22

A Sony spokeswoman contacted AndroidPIT this afternoon to retract the original statement. The spokeswoman said the country manager who told AndroidPIT Italythat Xperia's Z line would be dropped had "mistakenly" revealed product roadmap details. The spokeswoman also said Sony would not publicly discuss the roadmap at this stage.

The either means that the information we were given earlier is incorrect or not officially confirmed. You can read the original story below.

Sony SEM (South Eastern Mediterranean) Country Manager Augusto Zumbo told AndroidPIT that the company has decided to carry out a "silent" rebranding, changing its Z line to the X line. The Sony Xperia X Performance is the new flagship in this range.

The Xperia X Performance will offer a Snapdragon 820 processor and a 2,700 mAh battery, which is smaller than the 2,900 mAh battery in the Z5, although Sony claims it can last two days thanks to enhanced power management, although we've heard that before. It also offers water-resistance certification, as is Sony's style.


So I read it as basically long live the Xperia X of which the top end version I will not be able to officially buy, and what will be made of the next Compact if they make one?
evleaks said he had information but was not willing to share, he didn't say what it was about and then he posts the new X line on his twitter account before the official unveiling.

So....

Is the Z dead? Is the future prospect of high end Xperia's in the UK dead? Is the Compact dead? And with the conflicting messages from Sony is the Xperia X their flagship device which won't be sold in the UK is that acceptable?

What do you guy's think? Has Sony messed up?

 

[aneftp]

Sony is essentially a PlayStation company/movie company these days.

They sold off their computer VAIO line. They might as well sell off their TV LINE. Their mobile division is in dire straights.

http://www.theverge.com/2015/2/19/8068607/sony-should-focus-on-ps4

http://www.theverge.com/2016/1/26/1...ive-entertainment-playstation-merger-sce-snei

 

[apolloa]

Sony is essentially a PlayStation company/movie company these days.

They sold off their computer VAIO line. They might as well sell off their TV LINE. Their mobile division is in dire straights.

http://www.theverge.com/2015/2/19/8068607/sony-should-focus-on-ps4

http://www.theverge.com/2016/1/26/1...ive-entertainment-playstation-merger-sce-snei

I think their TV range is doing alright now though, but the mobile department apparently made 1% profit, and this is Sony's way to make them more profitable?

 

[apolloa]

Anyone else? What do you think of what is happening with Sony? Are they on the path to self destruction of their mobile division?

 

[aneftp]

I think their TV range is doing alright now though, but the mobile department apparently made 1% profit, and this is Sony's way to make them more profitable?

Mobile is a very dangerous market. It's fickle.

If a company rely too much on mobile. It can quickly face financial problems (see Nokia, RIM/blackberry, Palm etc) former mobile leaders. That's why people are freaked out about Apple. It relies 70% of its profit on mobile (aka iPhone profit mainly). Samsung took a huge financial hit last year when higher end galaxy phone sales were flat. They only righted the ship a little by forcusing on volume sales on the lower end of the smartphone business to make up for flat sales on the upper end.

 

[kasakka]

It seems the Xperia X Performance is waterproof but the others are not. To be honest I actually like the Xperia X more because of its smaller physical dimensions. If it's priced right it could be a really nice phone. Just don't swim with it.

 

[GadgetSN]

Yes Sony have messed up. I have probably owned more xperia devices than the whole of the USA and even I will probably abandon them from here on.

The X devices look nice but they are mid range devices even with a SD820 chip in the X performance. I would never buy the X series because of this mid range status (despite looking like flagship hardware) . If Sony is planning on charging flagship prices for the X performance they are dead.

It is unclear whether the X series replaces the Z series but if it does that will be the end of Sony. Every company needs a flagship device and one that looks different to their budget range. The problem with Sony phones are that their cheap phones look as good as their premium phones. Therefore buying their premium phones is less appealing.

I hear that the X series will not be available in the UK or Germany (perhaps the two strongest European markets) which makes me think that they will offer a Z series replacement shortly after the release of the X series. Only way I would buy another Sony is if they significantly moved away from their current design with the Z6 and packed a 6 inch or larger screen.

My next phones will probably be an iPhone 7 and S7 Edge Plus/Note 6.

I do think the X series is a nice phone for the budget conscious though.

 

[MRU]

Sony's continuing drive to release a flagship every 6 months, and then struggle to get them into territories after launch of up-to 3 months, means that you just buy your new phone and they have announced its successor. It's only going to peev people and rightly so. It's like they want to 'burn' you and that as a consumer is infuriating and does nothing to win you over.

 

[JaySoul]

Goodness knows what Sony's strategy is. I gave up on them after getting a Z5 Compact and being very disappointed.

 

[gotluck]

It's amazing this is the same company that makes the playstation

 

[apolloa]

Well, yet more evidence to possibly suggest Sony have ditched high end mobiles:

http://m.pocketnow.com/2016/02/23/no-xperia-z6-sony-xperia-z-new-flagship-family

We’re reading between the lines a little here, and jumping to conclusions after one isolated social media post, but it sure seems like the steadfast Sony Xperia Z lineup is done. Dead and gone. Discontinued and replaced by the Xperia X roster, which basically dropped out of nowhere at MWC, and initially sent this distinct mid-range vibe.

Upper mid-range, definitely, but non-flagship all the same, with the Performance model powered by a state-of-the-art Snapdragon 820 processor, yet smaller and considerably lower-res than the Z5 Premium.

Then again, perhaps the financially struggling Japanese OEM suddenly realized 4K screens are gimmicks, 5 inches is the mobile sweet spot, and you don’t even need a Quad HD pixel count on a relatively compact handheld.

After all, the Sony Xperia X Performance is expected to cost €/$700, so about as much as a Galaxy S7, meaning an Xperia Z6, if real and coming soon, could set you back close to 1,000 bucks. But the handlers of the official Sony Mobile Facebook page for Germany, Austria and Switzerland suggest that won’t be the case, as a Z6 “will not exist”, and “the new X series is under a modified concept that meets the needs of our users even more.”

“You can of course still rely on the latest technology in our smartphones – which has nothing to do with the name” further states Sony in an answer to a Z6-demanding fan, essentially confirming the flagship rebranding move and trying to minimize its importance. Truth is who cares how a phone is called? Still, for an Xperia Z5 “upgrade”, if these claims prove to be legit, the X and X Performance feel somewhat underwhelming, not to mention overpriced.
[doublepost=1456249132][/doublepost]So yeah, Galaxy S7 for me then which I'll have to customise heavily, I guess Sony are going all out to try and save their mobile business. Not sure if ditching the high end is the way to do it but there you go. I'll be keeping my excellent Z3 Compact Tablet for a while yet

 

[GadgetSN]

The X series has devalued their brand. However, it is the midrange phones that provide any real profit for manufacturers outside of Apple as shown by Samsung.

Therefore perhaps this is a good move by Sony to ensure they survive. As a mid range/budget phone it is probably one of the best out there. However, for most of us folks Sony will simply be another brand not to bother with.

If Sony plan to sell the X Performance at higher prices than the Nexus they are truely screwed. I dont follow mid range prices but think a RRP of approx £400 for the X Performance would be about right. However the X Performance will unlikely be priced at this level.

Shame. My current daily drivers are Z3 compact tablet (main phone), S6 Edge plus secondary phone until the marshmallow update allows me to merge my 200gb sd card into my Z5 premium and a Z4 tablet with keyboard as my tablet.

I also have the Z3 and Z2 in my desk drawer being unused.

For a long time Sony has been the only true smartphone option outside of the iPhone.

 

[apolloa]

The X series has devalued their brand. However, it is the midrange phones that provide any real profit for manufacturers outside of Apple as shown by Samsung.

Therefore perhaps this is a good move by Sony to ensure they survive. As a mid range/budget phone it is probably one of the best out there. However, for most of us folks Sony will simply be another brand not to bother with.

If Sony plan to sell the X Performance at higher prices than the Nexus they are truely screwed. I dont follow mid range prices but think a RRP of approx £400 for the X Performance would be about right. However the X Performance will unlikely be priced at this level.

Shame. My current daily drivers are Z3 compact tablet (main phone), S6 Edge plus secondary phone until the marshmallow update allows me to merge my 200gb sd card into my Z5 premium and a Z4 tablet with keyboard as my tablet.

I also have the Z3 and Z2 in my desk drawer being unused.

For a long time Sony has been the only true smartphone option outside of the iPhone.

How big are your pockets!! I mean I love my Z3 Tablet but couldn't carry it around to use as a phone, although it would be a killer device.
It s actually surprising they didn't announce any new tablets at MWC as the Z3 Tablet as you know is about 2 years old now.

I guess we will have to wait and see if Sony's plan works out. It is funny how they can be so successful and get so much right with the PlayStation home console but then mess up the mobile sector so much, mind you Sony don't seem to know what advertising is.

 

[apolloa]

Sony have now confirmed no Z6 will be made, the new X series has replaced it. And the UK won't be getting the X Performance, think Sony will be finished following this strategy.

http://www.pocket-lint.com/news/136862-sony-exec-confirms-company-will-not-launch-an-xperia-z6

 

[MRU]

Sony have now confirmed no Z6 will be made, the new X series has replaced it. And the UK won't be getting the X Performance, think Sony will be finished following this strategy.

http://www.pocket-lint.com/news/136862-sony-exec-confirms-company-will-not-launch-an-xperia-z6

So the top of the line Sony in UK/Ireland will have a 620 ? That's depressing.

 

[Savor]

The last compelling devices from Sony were the Xperia Z3/Z3C in late-2014. Last year, nothing was quite interesting from them. Although they finally decided to put brush metal on the flagship rears, I find it too little, too late. Samsung has already surpassing them in design and beating them in several areas like display and camera.

You might as well start to lose hope with Sony in the mobile division. They are beaten by Apple and Samsung in the premium range and have little value in the lower range compared to the Chinese OEMs. I already started giving up on HTC, and finally giving up on Sony in the mobile market should follow suit.

 

[spriter]

They may as well close the mobile division now! They've got a track record of retreating from markets and products (Vaio) so I'd be wary of backing them now.

I kinda feel sorry for them given what they've done for the tech industry overall but the Z5 series seemed like a final all-or-nothing approach. They used the DX0 rating to market it on camera quality and the Premium's (sometimes) 4K screen. Looks like it didn't pay off.

A bit sad really as I gave the Z5c a try. Unfortunately , they got left hanging with the 810 and I've never felt a device get so hot, so quickly. It wasn't uncomfortable to hold but painful. That and the camera didn't live up to the hype due to a2-second startup time and bad shutter lag. Gone after three days.

Looks like their strategy is to bobble along in a sea of insignificant and undifferentiated mid-range devices hoping to subsist.

 

[apolloa]

So the top of the line Sony in UK/Ireland will have a 620 ? That's depressing.

Not according to XperiaBlog it won't be. Work that one out? Then again Samsung didn't feel we were worthy enough for the Note 5 but at least they offered the S6 Edge Plus.

The last compelling devices from Sony were the Xperia Z3/Z3C in late-2014. Last year, nothing was quite interesting from them. Although they finally decided to put brush metal on the flagship rears, I find it too little, too late. Samsung has already surpassing them in design and beating them in several areas like display and camera.

You might as well start to lose hope with Sony in the mobile division. They are beaten by Apple and Samsung in the premium range and have little value in the lower range compared to the Chinese OEMs. I already started giving up on HTC, and finally giving up on Sony in the mobile market should follow suit.

They may as well close the mobile division now! They've got a track record of retreating from markets and products (Vaio) so I'd be wary of backing them now.

I kinda feel sorry for them given what they've done for the tech industry overall but the Z5 series seemed like a final all-or-nothing approach. They used the DX0 rating to market it on camera quality and the Premium's (sometimes) 4K screen. Looks like it didn't pay off.

A bit sad really as I gave the Z5c a try. Unfortunately , they got left hanging with the 810 and I've never felt a device get so hot, so quickly. It wasn't uncomfortable to hold but painful. That and the camera didn't live up to the hype due to a2-second startup time and bad shutter lag. Gone after three days.

Looks like their strategy is to bobble along in a sea of insignificant and undifferentiated mid-range devices hoping to subsist.

Yeap, agreed, it surely is a strange strategy, they have stated more devices will be launched at the next event in the year. Then again some website is reporting another Sony person stating the Z range is NOT being dropped? So they are all giving mixed messages too!
Sony is one mixed up mobile maker at present.

 

[chagla]

Sony made some really good phones. While others were aggressive with their pricing, Sony's were pretty steep. I'd love to see Sony around.

 

[mountain]

never really a fan of sony's phones but their cameras is another story.

 

[ozaz]

Also the low end and high end phones have finger print scanning power buttons but the mid range model does not.

The mid range model does have a fingerprint scanner according to Sony's specs page
http://www.sonymobile.com/global-en/products/phones/xperia-x/specifications/

I actually think it's a very nice mid-ranger especially with 3gb ram and 32gb internal storage (compare to 2 and 16 on the Galaxy A5). What worries me is the relatively small battery though. Wish they'd just put a 3000 mAh battery in the thing.

 

[Quicklite]

They need to slow down their 6 month crazy product cycle. X seems not that likely to take-on 2016 all on its own - so my guess is that something will be launched later this year.

 

[apolloa]

The mid range model does have a fingerprint scanner according to Sony's specs page
http://www.sonymobile.com/global-en/products/phones/xperia-x/specifications/

I actually think it's a very nice mid-ranger especially with 3gb ram and 32gb internal storage (compare to 2 and 16 on the Galaxy A5). What worries me is the relatively small battery though. Wish they'd just put a 3000 mAh battery in the thing.

The mid range model of the X series has the old style round power button so no fingerprint scanner, the Pro X model does have a scanner, I think I read the low end model does not but could be wrong.

 

[ozaz]

The mid range model of the X series has the old style round power button so no fingerprint scanner, the Pro X model does have a scanner, I think I read the low end model does not but could be wrong.

According to Sony's photos, the mid-range X has the newer oval power button.
http://www.sonymobile.com/global-en/products/phones/xperia-x/

The low end XA does not, which makes sense.
http://www.sonymobile.com/global-en/products/phones/xperia-xa/

 

[danakin]

I'm still using my Nexus 5 and the X Performance, if it comes unlocked to Canada and if there isn't a Sony Nexus, will be my next phone. 1080p on a 5" screen is excellent and on the SD 820 the performance should be stellar. Sony's UI has always been smoother than LG and Samsung's; from what I've read due in large part to RAM management and optimization.
Sony recently (October 2015) bought a cell-phone manufacturing plant in Thailand. This would seem an odd play if they were planning on getting out of the mobile business. Consolidating their lineup to one screen size (5") streamlines the manufacturing process. They've no doubt come to grips with the fact that they won't move units the way Samsung, Apple, and LG will. A more focused manufacturing strategy gives them the opportunity to add margins by savings costs.