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Sony Mobile looks to longer life cycle of smartphones

2015/01/26 22:06:56

Taipei, Jan. 26 (CNA) Sony Mobile Communications, the mobile device unit of Japanese electronics maker Sony Corp., is aiming to extend its product life cycle for smartphones in Taiwan through more marketing campaigns with retail and telecom partners.

Jonathan Lin (林志遠), general manager of Sony Mobile's Taiwan branch, told a media briefing on Monday that the company will also streamline its products this year from nine models last year and put more focus on mid-tier and high-end phones.

"Our current strategy is on how to extend product life cycle, for which we plan to offer more mobile content and new color phones," Lin said, adding that most Android-powered phones from other brands have only three to six months of staying power before fading from the market.

He said the purple version of Sony Mobile's Z2 flagship phone, launched in Taiwan in March last year, was welcomed by many local consumers and accounted for nearly 40 percent of the device's initial sales in Taiwan.

The company also plans to hold more promotional events with retail partners and launch exclusive sales for specific phone models with individual telecom operators to extend the product life cycle of Sony Mobile's flagship phones to as much as one year, Lin said.

The strategy to focus on premium phones came after Sony forecast a 230 billion yen (US$1.9 billion) net loss for its fiscal year to March 2015 following heavy smartphone losses.

In 2014, the Japanese electronics maker sold its Vaio personal computer business and spun off its money-losing TV operations, cutting 5,000 jobs worldwide.

(By Jeffrey Wu)