Sony Xperia XZ has been announced in India, which is the new premium flagship from the company. Kenichiro Hibi, Managing Director, Sony India, in an interview to IndianExpress.com said they wish to stand out in the market with their premium offerings. “The budget segment is currently booming in India, but Sony uses cutting edge technology and we have to bring confidence to our users every time we launch a new product. And that technology is not free of cost. Sure, the sub-Rs 20,000 is growing in India, but this is a price war because despite different branding, every other offering in this price segment looks the same,” he said. Watch all our technology videos below “But from Sony brand, customers expect something different, and we wouldn’t want to disappoint them. So, most of our smartphones, especially the business-class Xperia series comes above Rs 15,000,” he added. However, the Sony India MD completely didn’t rule out plans to enter the mid-budget smartphone segment in India. “Price is not our priority, but if our products meet that price point after they are ready, then why not,” he said. On asked about the issue of heating caused by waterproofing, the Sony India MD admitted it was a problem. “Of course some issues were happening and users complained but that’s not with 100 per cent smartphones. We’ll be launching more phones with waterproofing, but not all will have the feature. This is a bit of challenging technology, but we’ll have better products in the coming times,” he said. Also read: Sony Xperia XZ first impressions: Camera is the USP here On why Sony was sticking with the same design for Xperia X series, Hibi said, “X series has an identity, and these smartphones won’t be totally different as long as we name them X. However, we can’t change the design of mobile phones much.” Hibi also revealed Sony is looking at dual camera technology. “In future you can expect such a product from us, but currently it has not been materialised. We’re exploring and studying the best technology that can be used in dual cameras,” he said. Sony is also looking at new headphones powered by AI. “We have been developing new products which will integrate new technologies like Artificial Intelligence (AI). One such product from Sony will be AI-based Bluetooth headset called Sony Ear. The device will develop itself from learning about the user’s behavioral patterns. We cannot tell the time-frame when it will be launched, but once it is unveiled, it will be available in India as well,” said Hibi. On the growing selfie smartphone trend in India, Vijay Singh Jaswal, Head, Xperia Business said, “Sony Xperia XA Ultra is doing quite well in the market. We were one of the first one to introduce front camera specific smartphones with C5 Ultra and C6 Ultra; and XA Ultra is just a continuation of that.” He didn’t give out a specific number for sales for XA Ultra, saying the smartphone was announced just two months back and sales haven’t really matured. He also confirmed the Xperia XZ and Xperia Z5 etc will be updated to Android Nougat in a month or so. “This is supposed to be the best time to launch a smartphone in India, thanks to the festive season ahead. We expect the Xperia XZ to do well, and yes, we have targets,” said Vijay. Sony will launch its MDR-1000X Noise Canceling Bluetooth Headphones in India at Rs 30,990. It comes with digital noise canceling, high quality wireless audio with LDAC, and hi-res audio compatibility. The device was first showcased at IFA, Berlin and will be launched in October this year. Sony NWZ-A35 wireless hi-res Walkman will be announced in India in November at Rs 15,990. It feature digital noise cancellation, 3.1-inch touchscreen display and battery life of 30 hours. Disclaimer: The correspondent was in Udaipur at the invite of Sony India, which paid for travel and accommodation.
