Following the news of the flagship model's failure, Sony's CFO reiterated the Xperia brand's position and emphasized the continued growth of the smartphone business.
This shows that the Xperia brand is not just focused on mobile phones.

Regarding the future development of the Xperia brand within the Sony Group, Sony Group CFO Tao Lin said earlierearnings conferenceIt stated that this brand is still important and remains one of the important businesses of the Sony Group, and emphasized that Sony will continue to invest in the research and development of mobile phone products.

Tao Lin stated that the value of the Xperia brand lies not only in its mobile phone products. Its design not only integrates the technologies of various Sony Group businesses, such as BRAVIA TVs, α cameras, and audio, but also closely integrates with various Sony Group products, while also connecting to the development of 5G connectivity technologies, artificial intelligence, and other applications. Therefore, it continues to play a key role in many of Sony Group's products.

Judging by the Xperia brand's positioning, Sony Group clearly won't abandon this business easily. After all, Xperia-branded phones not only integrate numerous Sony Group technologies but can also be considered a platform for Sony to showcase its technology. Even with the increasingly fierce competition in the current mobile phone market, Sony's original mobile phone market presence has gradually shrunk to primarily Japan, Taiwan, and Hong Kong, and its models have been streamlined from previously diverse designs to a single specification, Xperia will remain a key development project for the Sony Group.

However, this year marks the 15th anniversary of the launch of the Xperia brand mobile phone.Xperia 1 VIIThe initial production issues damaged Sony's brand image. Although Sony responded swiftly, they still sparked considerable market speculation. With the Xperia 1 VII no longer available in some European markets, there's even speculation that Sony may withdraw from the mobile phone market and focus its resources on more promising businesses.

However, this clarification shows that Sony will continue to launch the next generation of Xperia brand mobile phones, but it is not yet confirmed whether the overall market strategy will be adjusted.