Speaking to Mobile at a Sony Ericsson showcase event in London yesterday (7 September), Hilton said: ‘The Xperia Ray will get the greatest amount of investment, which includes a Tv campaign. It is got everything the Arc has when it comes to energy and technologies, but with a more compact style. The advertising will promote the awesome picture top quality you can get in low light, together with the truth that it truly is one of the ideal good quality mid-range smartphones out there.
‘The Xperia Arc S as well as the Xperia Ray will give us two quite strong merchandise which will appeal towards the high-end and mainstream audiences. The mid-tier isn't that properly serviced with cost-effective, but pretty high-quality smartphones, so the Ray will permit us to compete far better in that marketplace,’ said Hilton.
Other key Sony Ericsson handsets more than the next two quarters is going to be the Xperia Neo V, Sony Ericsson Live with Walkman, Xperia Mini and Mini Pro and also the Xperia Active.
The Xperia Ray, which was unveiled in June in Singapore, boasts an aluminium frame, three.3-inch screen and is only 9.4mm thin. It runs on Android Gingerbread two.3 having a 1GHz processor and attributes a Reality Display with Mobile BRAVIA Engine and an 8.1-megapixel camera with Exmor R technologies to enable still photos and video to be taken in low light. It will be available within the UK by the finish of September.
The souped up Xperia Arc S, which was launched in the IFA show in Berlin last week, will likely be the other important story inside the coming months. It has a 1.4GHz turbo processor and characteristics Sony Ericsson’s 3D sweep panorama technology, which makes it possible for images to be captured after which viewed in 3D by connecting the telephone to a 3DTV via the HDMI output.
Sony Ericsson was also showcasing the Xperia Play, which has not achieved the sales the manufacturer had hoped for. Commentators have observed that as it cannot function as a games console it has not appealed to Sony Playstation users, while it's too costly for the younger audience who may be attracted by it. The company didn't announce any news of a successor gaming phone last night.
Hilton said: ‘We are understanding as we go with game phones. We wish to discover higher good results with what we have by generating a better version with good graphics. For now we will concentrate on promoting stronger game offers bundled in using the Play - you will find some leading games coming out. We will learn about the pricing as we go on. Men and women forget that it is actually a premium high-end phone too.’
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