Sony Xperia Z4 could have been a giant knock-out punch against the tech giant's competitors in an Android-filled universe lionized by Samsung. At least, that's how it looked when Sony unveiled the flagship product in the recent Mobile World Congress in Barcelona. Bravo!
But things seem to have fizzled since then. Not only did Japan behemoth Sony not release what they unveiled, choosing to have it exclusive for its own Japan market and for the rest of the world to wonder what the heck is happening, it chose to position the less-valued smaller-sized brother, Xperia Z4 Compact first as reported. So what gives?
This one-step-forward-two-step-backward approach in marketing its products is catching the wary eye of the business community. And they are not too positive about Sony's smartphone business which already reported billions in losses, notes Fortune.
In a recent article Forbes cited Sony's lack of confidence in its Android smartphone business. And that is truly hurting. In a world where Chinese upstarts are shedding profits to get to put up the cheapest offering, in such a competitive world Sony could suffer much.
As a result, Forbe's Jay MacGregor labeled Sony Xperia Z4 as having the appearance of "Dead Man Walking" with this picture of subdued releases and limited regional availability. In his own words:
"The limited release and muted launch indicate that Sony could be close to wrapping up its smartphone programme. High-end competition from market dominators Apple and Samsung crippled Sony's efforts to carve out a place in the market, and the rise of good-quality budget Android devices has led some to speculate that Sony might pull-out in the near future."
In short, it sends in mixed emotions. If Sony Xperia Z4 were a lover, it makes you want it - unveiling - only to disapper without any explanation - long wait. And send a smaller brother in lieu.
This lack of confidence could be troubling. It certainly, is a far cry from all the well-crafted tight marketing draws that Apple and Samsung - two of the biggest smartphone manufacturers - are known for.
And recent pronouncements from Sony CEO Hirai could be telling about Sony Xperia Z4's future. He mentioned of the company not ruling out an "exit strategy" for its mobile business. To note, the Japanese giant already sold its Vaio PC business, shut down its e-reader business and sold off its Sony Online Entertainment.
We had high hopes when we saw it this year's reveal, it's just that keeping it launched too long might make the Sony Xperia Z4 irrelevant - eventually.
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