Sony to stop making ”Premium Standard” smartphones – it will focus more on flagships

- Adrian Ungureanu

It seems that Sony decided to change its strategy for this year, regarding the production of smartphones, and the company will stop producing Premium Standard smartphones and focus more on the high value added flagships.

Yesterday’s Sony IR (Investor relations) Day has seen the company confirm that it will no longer be making smartphones in the ~$500 price range or what it calls its ‘Premium Standard’ category of smartphones. From now on, Sony will only focus on the midrange XA lineup and the flagship Xperia XZ models to recover from lost market share.

Sony is still looking to do well in the North American market, though also admits it will take a huge investment to do so. We saw Sony selling smartphone through the e-retailer channel, which is really difficult to succeed from in the intended price range, particularly in the US where the vast majority of customers buy their phones through a mobile carrier store.