End of Xperia smartphones? Sony cuts short to speculation and announces the color

In recent weeks, speculation was going well: Sony was preparing behind the scenes of the smartphones market? The question intensified after The brand’s decline in Europethe increased appeal to third -party manufacturers for its mid -range models, and especially the storm caused by the problems of the Xperia 1 VII. But Sue Lin, the group’s financial director, spoke to reaffirm the strategic role of this activity.

Sony confirms: Xperia remains at the heart of its mobile strategy

During the presentation of the financial results of August 7, Sue Lin was categorical: Xperia is a very important activity for us ”. A reminder that echoes positions already expressed by Sony, but which takes a particular relief at a time when the brand is under pressure.

The manager stressed that communication technologies, which Sony has been developing for decades, exceed the simple framework of the smartphone. “They are used for many other things”she insisted, explaining that maintaining mobile know-how is also an investment for other key areas of the company.

This message comes as The launch of the Xperia 1 VII turned to the puzzle. Major defects have led to suspending sales and launching a replacement program, a hard blow for the only high -end model presented this year. The absence of leaks on the future Xperia 5 VII and 10 VII still fuels questions.

Despite everything, Sony hangs on. The company seems determined to “cultivate” The brand, in the very words of its CFO, and to keep a place in a market dominated by giants like Apple, Samsung or Xiaomi. But Sony claims to want to continue the Xperia adventure, the brand has indeed reduced the sail in Europe. In Finland, sales have stopped purely and simply, and in other countries such as France, Germany or the United Kingdom, the last models are no longer offered on official shops.

The distribution is now limited to a few online resellers, a sign of an assumed refocusing on the digital channels. It is therefore not a total outing of the market, but rather a discreet withdrawal of the physical rays, motivated by a search for profitability and a strategic refocusing.