The Sony Ericsson Xperia Ray and Xperia Arc S will lead the manufacturer’s sales charge in the run up to Christmas, according to its UK marketing director David Hilton.
Speaking to Mobile at a Sony Ericsson showcase event in London yesterday (7 September), Hilton said: ‘The Xperia Ray will get the biggest amount of investment, including a TV campaign. It’s got everything the Arc has in terms of power and technology, but with a more compact design. The advertising will promote the amazing picture quality you can get in low light, along with the fact that it is one of the best quality mid-range smartphones on the market.
‘The Xperia Arc S and the Xperia Ray will give us two very strong products that will appeal to the high-end and mainstream audiences. The mid-tier is not that well serviced with affordable, but very high-quality smartphones, so the Ray will allow us to compete better in that market,’ said Hilton.
Other key Sony Ericsson handsets over the next two quarters will be the Xperia Neo V, Sony Ericsson Live with Walkman, Xperia Mini and Mini Pro and the Xperia Active.
The Xperia Ray, which was unveiled in June in Singapore, boasts an aluminium frame, 3.3-inch screen and is only 9.4mm thin. It runs on Android Gingerbread 2.3 with a 1GHz processor and features a Reality Display with Mobile BRAVIA Engine and an 8.1-megapixel camera with Exmor R technology to enable still photos and video to be taken in low light. It will be available in the UK by the end of September.
The souped up Xperia Arc S, which was launched at the IFA show in Berlin last week, will be the other key story in the coming months. It has a 1.4GHz turbo processor and features Sony Ericsson’s 3D sweep panorama technology, which allows images to be captured and then viewed in 3D by connecting the phone to a 3DTV via the HDMI output.
Sony Ericsson was also showcasing the Xperia Play, which has not achieved the sales the manufacturer had hoped for. Commentators have observed that as it cannot function as a games console it has not appealed to Sony Playstation users, while it is too expensive for the younger audience who might be attracted by it. The company did not announce any news of a successor gaming phone last night.
Hilton said: ‘We are learning as we go with game phones. We want to find greater success with what we have by creating a better version with great graphics. For now we will focus on promoting stronger game offers bundled in with the Play – there are some top games coming out. We will learn about the pricing as we go on. People forget that it is a premium high-end phone as well.’