Sony launches first Xperia Z push

Sony is gearing up for the release of its Xperia Z with a major print advertising push across national newspapers positioning the device as “the best of Sony in a smartphone”.

Sony Xperia

The handset maker, which acquired Ericsson’s share of the company Sony Mobile a year ago, is looking to encourage pre-orders for the device it debuted at CES in Las Vegas in January.

It is quoting a series of reviews from technology magazines, including ShortList tech editor Tom Bailey who wrote “Sony reinvents the phone”.

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A major above the line marketing campaign is set to follow this press activity later in the month.

Sony is hoping its new flagship smartphone, which boasts water and dust resistance and compatibility with other Sony services such as PlayStation games and its music catalogue, will boost its market share. The brand is behind Nokia, HTC and BlackBerry with just a 5.5 per cent share of the market in the UK, according to comScore.

In its latest financial report, Sony said its mobile division is a driver for the business and it expects to expand its share of the growing market to lead its entire electronics arm to growth.

Sony reduced its losses and grew revenue by 6.9 per cent to $22.4 billion in the three months to 31 December. The mobile division’s revenue grew 94.4 per cent year on year.

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