News by Josh Dasey on Friday October 23, 2015.
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Sony has been rumored to be exiting the smartphone business for the last two years, but the company keeps knocking those reports down. We can't decide whether there is no smoke without fire or whether the reports are unfounded and Sony is really not even considering ditching its Xperia brand. Either way, the Japanese giant has come out and denied once again the latest rumor that said 2016 will be the company's last in the smartphone industry if sales do not pick up.Sony Mobile's CEO Hiroki Totoki said that the company hierarchy has said the Xperia range is here to stay and in fact he even said that the company is going to put more effort into its smartphones.
"On the contrary, Sony Mobile will offer phones that will have better screens, improved cameras and will be more energy efficient to enable a better user experience."We think that Sony is actually having a good 2015 and that its output recently suggests the company is moving out of a phase of standing still and is ready to make strides of being an innovator in the marketplace. The first 4K packing device in the Xperia Z5 Premium points to that, while the Xperia Z5 range as a whole is impressive, and mid-range handsets like the Xperia M5 are also good. The next move could be to lower prices of those mid-range products to match Chinese companies, and for the first time in a while we are excited to see what the company delivers with its next flagship.
Josh is our European editor, tackling news events, reviews, and new items from his UK home. As a former HTC marketing employee, Josh is close to the industry and bring his experience to MobileBurn.