Sony launches new Xperia phones in PH

Posted at 04/18/12 4:48 PM

Sony Philippines executives show off the new Xperia smartphones under Sony Mobile Communications. Photo by Fernando Sepe, Jr. for ABS-CBNnews.com

MANILA, Philippines – Sony launched its newest set of Xperia handsets in the country on Wednesday, months after the consumer electronics giant’s buyout of its mobile phone venture with Swedish company Ericsson.

The four new smartphones make the most out of Sony’s existing technologies, allowing users to integrate content with the Japanese company’s televisions, tablets and laptop computers.

Takao Kuroda, president and managing director of Sony Philippines, said they want to “align and leverage these assets” and provide “a lifestyle that extends beyond smartphones” under the company’s new unit, Sony Mobile Communications.

“We possess an important distinction. No one else has the same range of product categories in combination with the magnitude of our entertainment services,” Kuroda said.

“We will unify the user experience across screens with one Sony look and feel. This doesn’t only provide a nice look, but simplifies the lives of the consumers who are using several Sony devices and services,” he added.

Sony’s new devices cater to different market segments, from the high-end Xperia S and Xperia P to the lower-priced Xperia U and Xperia sola.

Each handset makes good use of Sony’s trademark technologies, such as the Bravia engine used in high-definition liquid crystal display televisions, and WhiteMagic, which promises the “brightest viewing experience.”

Patrick Larraga, head of Sony Philippines’ mobile division, said the company is moving away from Ericsson’s “corporate” phones to create more consumer and entertainment products.

The new handsets even come with “SmartTags,” or small tokens that allow users to change smartphone settings with just a swipe.

“Sony itself is a very strong consumer brand,” Larraga told ABS-CBNnews.com. “The new phones have a new design language, very differentiated from Sony Ericsson.”

The phones

All of Sony’s new handsets are powered by the Mobile Bravia engine and run on Google’s Android operating system, with each having its own set of unique features.

The Xperia S is already available in the country, while the three others will be launched in the coming months.

Mainly a gaming smartphone, Xperia S is Sony’s second PlayStation certified handset. The first one is the Xperia Play, which was released last year.

The Xperia S smartphone. Photo by Fernando Sepe, Jr. for ABS-CBNnews.com

The Xperia S also has a high-definition resolution screen, and front and back cameras. It is priced at P27,990.

The Xperia P, on the other hand, features the WhiteMagic display, and is priced a bit lower at P22,990.

The Xperia U has Sony’s xLoud and 3D surround sound audio technology, and other photo features. It is the cheapest among the Xperia handsets at P13,990.

The Xperia sola, meanwhile, is the first to have Sony’s “floating touch” technology, which allows users to surf the Internet by moving their fingers above the screen.

The phone is priced at P16,990.