Sony has unveiled its latest flagship smartphone, the NFC-enabled Xperia T.
During a press conference at IFA in Berlin, Sony's president Kazuo Hirai showed off a range of electronic devices, including PCs, smartphones, tablets and televisions, that he hopes will help the manufacturer turn around its fortunes.
Hirai revealed the manufacturer will release three new smartphones under its Xperia umbrella during the next few months – the Xperia T, V and J.
The Xperia T is Sony's new flagship model, featuring a 4.6-inch screen powered by Sony Mobile's BRAVIA engine that allows consumers to watch videos in full 1080p HD. The manufacturer said the 13-megapixel fast-capture camera 'goes from sleep to snap in an instance with a single key press'. It also has a one-touch NFC function that enables users to share their products to other Sony devices. The Xperia V is an LTE-enabled phone while the Xperia J is the budget handset of the new range.
Jonathan Berrie, senior portfolio manager at Vodafone, said: 'The integration of Sony’s suite of entertainment services, for example, means you can access a host of rich content on the device – music, films, gaming, etc – and using NFC to enable one-touch sharing of content with other Sony devices is a really neat idea, well executed. People hold the Sony brand in high regard and it’s going to be really interesting to see the reaction to the new range when it launches.'
Sylvia Chind, head of devices at Three, said: 'The stylish Sony Xperia J is a welcome addition to Three’s range. Running on Android, people can truly personalise their experience with access to thousands of innovative and fun apps through Google Play and with Three’s network covering more than 97% of the UK population, staying connected, capturing and sharing those special moments while out and about is effortless.'
Sony also revealed a new tablet, the 9.4-inch Xperia Tablet S, which runs on Android Ice Cream Sandwich. The tablet is splash-proof and is thinner and lighter than Sony's original Tablet S. It also features Sony's Socialife application, which allows users to manage all their social and news feeds through one user interface.
Earlier this year, Sony said it would realign its business to focus on mobile, digital imaging and gaming. In its first financial quarter of this year, operating income dropped 79% to $79m (£50.8m).
Speaking today (29 August), Hirai [pictured] said the range of products reflected the manufacturer's new 'One Sony' strategy, which delivers convergance across its products. He said: 'This is an extraordinary company going through extraordinary times. It forces us to confront difficult realities and make hard business decisions. We must look at ourselves honestly and hold true to the values and purpose of Sony. I am determined to do this with a laser-like focus, speed and execution. The products I unveil today will show Sony’s long-standing ambition to deliver what customers value...a simpler, easier, more entertaining and user-friendly experience.'
Editor: Graeme Neill