Sony Mobile ramping penetration in entry-level to mid-range smartphone segment

Sony Mobile Communications is enhancing its presence in the entry-level to mid-range Android smartphone segment, leveraging the spectacular sales gained from its flagship model, the Xperia Z, according to industry observers.

The Xperia Z has been the top-selling model in Japan for six consecutive weeks since it launched on February 9, and the model is currently in short supply in Europe as well as Taiwan, according to Jonathan Lin, president of Sony Mobile Communications Taiwan.

In addition to the high-end model, the Japan-based vendor has also begun marketing an entry-level to mid-range model, the Xperia E in some markets. The Xperia E, outsourced to Arima Communications, is powered by a Qualcomm MSM 7227A 1GHz processor and comes with a 3.5-inch display and a 3.2-megapixel camera.

Sony has also unveiled to two mid-range models, the Xperia L and Xperia SP, in Taiwan with their availability to begin in the second quarter of 2013.

The Xperia L will come with a 4.3-inch FWVGA touchscreen, a dual-core 1GHz CPU and an 8-megapixel camera, supporting NFC and HDR technologies. Sony is outsourcing the Xperia L to Compal Communications.

Sony also plans to roll out a 5-inch entry-level model in the third quarter, which is likely to be powered by a MediaTek quad-core processor and manufactured by Arima, indicated the industry sources.

Arima, Compal and Foxconn International Holdings (FIH) together are expected to ship a total of 8-10 million smartphones to Sony in 2013, the sources estimated.

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