Quantity or quality? Any mobile device manufacturer would probably take both if it could have them, but it’s not always as easy as it sounds. And when it comes to picking one or the other, many experienced companies make the wrong decision.

Sony is bold enough to go the fairly unpopular route of the two, contracting its smartphone business in several regions, while looking to maximize high-end sales across Europe and Asia.

Granted, the low to mid-end, budget-conscious Xperia E family is not dead yet, and even M5 and C5-series non-flagships may still get follow-up efforts by the end of the year. India leads the list of countries where these models are unlikely to see daylight, apparently, with local Sony shot-callers confirming “our marketing strategy will now revolve around offering premium products in the smartphone segment.”

This way, instead of pursuing sales volumes, i.e. quantity, the Japanese multinational conglomerate targets a proliferation and escalation in profitability, even if that means losing further relevance in the biz, as share numbers continue to drop.

Globally, it’s a “profitable and sustainable company” that Sony wants to achieve with this sequence of cost-cutting, manufacturing-reducing but bottom line-improving measures, and success all hinges on the Z-replacing Xperia X “premium” roster.

Source: The Times of India

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