Sony Mobile Communications, formerly Sony Ericsson, has introduced its Xperia NXT series of smartphones to the South African market.
According to R"udiger Odenbach, VP at Sony Mobile Communications Middle East and Africa, the Xperia S, Xperia P and Xperia U phones are the first handsets to be unveiled by Sony Mobile Communications. All three handsets run on Android Gingerbread and will be upgradeable to Ice Cream Sandwich at a later stage.
The Xperia S features Bravia HD technology, a 1.5GHz dual-core processor and a 12MP camera. Sony Mobile Communications says the camera has an Exmor R sensor and fast-capture technology, which lets it takes pictures in 1.5 seconds from standby mode.
The Xperia S will be available locally in May at a recommended retail price of R5 999, while the Xperia P and Xperia U will be available in June. Pricing for these models will be announced at a later stage.
Competitive specs
According to Steven Ambrose, MD of Strategy Worx, Sony's Xperia NXT range is competitive and fresh. He argues that the specs on the new handsets compare well with the competition. “Sony has a deserved reputation with regard to their screens and cameras; all the new models excel in these areas,” says Ambrose.
Arthur Goldstuck, MD of World Wide Worx, argues that the NXT range brings Sony's design culture to its phones for the first time. “The flagship device, in particular, is a head-turner, and looks like a scaled-down HD television set,” he says. He also points out that the handset plays HD video and is easier on the budget than rival equivalents.
No effect
Odenbach argues that, as part of the Sony group, Sony Mobile Communications is better positioned to bring connected entertainment experiences to consumers and to also bring these experiences to market faster.
However, Ambrose points out that unless the company is able to leverage the full benefits of its relationship with Sony, and make these available to the local market, the company's repositioning will not have any real effect. He explains that Sony's differentiation lies in the extensive array of content that is exclusive to Sony.
“The Sony music and movie products should be used to set the Sony brand and its mobile products apart from the rest of the similar devices available,” says Ambrose. He explains that, while Sony customers in the US and Europe are able to access Sony's music and movie content on their devices for a monthly subscription or once-off payment through the Sony Network, this is not available locally.
“If Sony can get these services via the PlayStation Network to SA, it could completely change the value proposition. Without them, they are just another Android device,” says Ambrose.
Sony has not confirmed if or when such a service will be available in SA.
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