Sony Mobile has unveiled a new flagship device at IFA in Berlin, the Xperia XZ.
The new device was revealed alongside the Xperia X Compact smartphone as the latest additions to the X series first unveiled at Mobile World Congress in Barcelona in February.
Sony’s new phones demonstrate the continuation its strategy of focusing on the core functions of the mobile phone announced at the launch of the X series. Back then the brand explained that it planned to ‘add intelligence to existing features’ rather than needlessly adding new functions.
To this end there has been particular emphasis on the camera on both devices. Including a mobile image sensor technology designed to produce better pictures.
Sony is looking for a flagship to really generate some consumer excitement. The decision from the brand not to invest in design shifts like LG’s Flex series or Samsung’s edge devices really needs to start yielding results. The mobile division of the technology giant has been performing behind its rivals for a while now.
Speaking at the launch Hideyuki Furumi, executive vice president, Global Sales and Marketing, Sony Mobile Communications explained why he believed the new products would appeal to consumers: ‘With Xperia we want to assist you when and where it matters most, making your everyday lives more convenient, more effortless, more spontaneous. With Xperia XZ and Xperia X Compact you can capture every moment as you see it, with blur-free images day or night, and with true to life colours thanks to our new triple image sensing technology.’