In the alternative universe, there will be no Apple, only Sony. In fact, for anyone over the age of 30, there is no doubt that no time can pass to "make normal" the odd imbalance in the consumer electronics world so that the Japanese giant has been conquered by people like companies like Apple. , Samsung, and even Huawei. This is, quite simply, because Sony - and Japan in general - is an industry leader for decades, be it audio, visual, or otherwise. There is a serious situation Sony is facing right now, and even its most impressive products are not fully grown at home. However, the Xperia line of smartphones has become a powerful staple in the device market, even if the product is not as wide as Samsung's solution.
Even so, it is very confusing to understand Sony MO when selling Xperia devices in the United States. At best, it is possible to argue that Japanese conglomerates have tried to minimize costs by keeping product lines confidential to core customers. What's worse, one could argue Sony has actually dropped the ball due to its lack of product push and market presence with advertising agreements and operators. With this confusing state, set up a puzzling puzzle today: the newly announced Xperia XA2, Xperia XA2 Ultra, and Xperia L2 are trying to compete on the basis of ... fingerprint sensors and large bezels.
Strange situation
For many years now, Sony has incorporated fingerprint sensors into the power buttons of their higher Xperia products. As has been noted endlessly and partially described, however, its functionality is permanently disabled for US models, even though the hardware itself has not been altered. Take a look at the new model mentioned earlier, is the first to show the relocated fingerprint reader (back side) and ultimately the American customer will be privileged to use the component.
It's too bad, however, that companies have started to shift from this older technology and are beginning to embrace face recognition. Apple bet all its main products on the feature, Samsung has a defect variant, and now Asus began to perform the action. Sony, on the other hand, is now finally able to market it as a feature.
Moves to a series of bezels: let it be said that the 2017 trend of "unlimited screens" is not for everyone. There are actually a whole bunch of reasons why someone might prefer to have frames around the screen of their device. However, we should question what is going on with the design department as Sony chose this design option at the final product presentation:
Bezels on this phone is huge, and not in a "ha-ha funny" way but more like "someone checking the calendar" from flashbacks. Are there any of these excellent products? No. Are they similar to designs that came before them? Certainly. But by saying that, as each year of competition in the Android market becomes increasingly ferocious, and companies need to do even more to make their products worth getting hard-earned cash from customers.
Sony, for all its advantages and endeavors, seems content to rely on its brand name as the only driving factor that will attract someone to buy its product. Not a cutting-edge design, not a next-generation component ... not even last year's trend.
Consider for a few seconds products from Chinese OEMs lately such as OnePlus 5T:
This phone has a superior hardware specification in every aspect for a trivial FHD look - as if 1080p has become an unacceptable defeat - and can be priced under $ 500.
Or what about the Vivo V7 + at the bottom end, coming in $ 304 for a beginner:
Does Vivo have ratings and star reviews? Not exactly. However curious that budget devices can use modern design language is at least regarded as an attractive proposition.
Obviously there are aspects of core quality assurance that can be accounted for when choosing Xperia offerings, it need not be said anymore. Sony will not waste and sell it with luxury ribbons. The company takes its products seriously and even its low-end offerings provide a certain value for money. But is that really enough to convince customers that more cash is spent just to get what might (or may not) give them the real benefits? If they can get a branded carrier phone at a much cheaper price or even more, but with installments, why would they choose to pay the full retail price up front with Sony's suggestion?
Even if someone overrides the design language dilemma and fancy "fancy" fingerprint sensor solutions, their product is a standard product that does not really push the boundaries or do things differently. If that is the case, and customers do not have a sense of loyalty to Sony in the first place, the battle has disappeared before it even begins.
Advanced
Sony has promised that 2018 will see a redesign of the Xperia line, though obviously, this will not happen soon and will be relevant - except for the featured offerings. Instead of taking the HTC approach last year with its Ultra series - announced in January - guiding the design language for this year and stimulating the appetite of fans who will be waiting for U11 (and U11 Plus) announcements finally, Sony has ushered in the new year with phones that may also be launched on the latter; they must be designed later.
So, when will big disclosure occur? It's likely to be around MWC 2018. Of course, so are all the other big ones, including that would surely be the Samsung Galaxy S9 and Galaxy S9 +, along with LG devices that might not be called G7 (but actually, be G7) and who who knows what else the new flagship HTC, U12? The OnePlus 6? Does Lenovo or Motorola have anything? Huawei?
The Sony Xperia XZ1 Premium - and its variants - can excite the core fan base when it's launched with sleek bezels and redesigned bodies, but will even play until 2017. And maybe worse, it will make every customer who buys into Announcements today angry because of changes despite getting support from the Sony corner.
Is this really important? Not exactly, in the market-to-large macrocosm. But where the problem is on the brand value and reputation of Sony in the eyes of the general public. This is, and still can be, a company that used to be ashamed of all the rivals who one day hopes to be on the same level. This is the company that once dictated the design, and imagined the impossible. This is a company that brings an AI-oriented dog to the old market before anyone has heard of Google Assistant. If Sony wants to one day reclaim its place on the tech titans throne, it really should improve its game. Making yesterday's product tomorrow really does not cut it when the market needs an idea next year tomorrow.
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