Telecom Lead Europe: Sony Mobile Communications has
launched two Xperia smartphones – Xperia miro and Xperia tipo. Both phones are
not adding any significant value to mobile users.
Both smartphones will launch globally in calendar Q3
Sony Mobile has not shared any important factor that can
attract consumers to these two smart phones.
Sony Mobile, which broke its joint venture partnership
with Ericsson, competes with Samsung, Apple, Nokia and Research In Motion. But
most of their smart phones are coming out without attractive features.
Both Xperia miro and Xperia tipo are examples of lack of
focus on R&D. These phones are examples of why Sony Mobile is yet to become
the top three mobile phone vendor in the world despite the strong financial
support of the consumer electronics giant.
Sony said Xperia miro is a slim smartphone available in a
range of colors with integration of Facebook throughout contacts, photo gallery
and the music player, plus Sony’s xLOUD audio technology for crisp and loud
In the smartphone world which is dominated by Samsung and
Apple and their innovative technologies, Sony’s loud sound and photo gallery
will not attract customers even if they offer free phones.
Sony Mobile claims that Xperia tipo will also be
available in a dual SIM version – Xperia tipodual – so that consumers can
switch between tariffs with just one touch to stay on the most cost effective
“Xperia miro and Xperia tipo are for consumers
looking for entertainment experiences and functionality traditionally
associated with high-end Android smartphones,” said Calum MacDougall,
director Xperia Marketing at Sony Mobile Communications.
“Xperia miro is for those who want an integrated
social media and a great music experience while Xperia tipo is for consumers
who want to realize the benefits of a smartphone for the first time as they
migrate from a feature phone,” MacDougall added.
The mobile phone industry needs more features. If Sony
Mobile can become the first to launch innovative features, customers will queue
to grab their phones.