All Sony smartphones will be named X

Sony revealed its new rebranding and revisioning strategies at the Mobile World Congress 2016. The company won’t be retiring just the “Xperia Z” series of smartphones but the Xperia C, M and E ranges will also be removed from its portfolio. As a part of the new chapter, Sony will be ditching all the previous range of smartphones to focus on a single range that will be named “X”.

By unifying all the devices, Sony wants to bring all mobile devices, wearables and Internet of Things devices under a single brand name, which means that the company will be producing a single series to focus on all the various segments, from the entry level to the high end flagships and everything in between.

Xperia Blog reported the story, that has been making waves in Asia for some time now, asserting that the company is streamlining all its Xperia handsets into the recently announced “Xperia X” brand. The new naming will be in effect till the year 2018 and is marked by Sony as a new chapter in its product history.

Source: ePrice

Leaked pictures of the slides from a Sony presentation, released on the Taiwanese website ePrice show timeline of the company’s plans, broken down into chapters.

Sony Mobile presentations appear to show that the Xperia X series marks Sony’s ‘Chapter 3’. Chapter 1 was between 2010-12 and was about the “open OS for web communication”, with the key highlight being the Sony Android phone that started it all – the Xperia X10.

Source: ePrice

Source: ePrice

Chapter 2 took place between 2013-15 and was about the “best of Sony” highlighted by the Xperia Z series.

Now chapter 3 will take place between 2016-18 and marks “Xperia for new communication”. This is marked by ‘Xperia X’ as a new visual identity for Sony’s brand communication. The new ‘X’ logo will be used in all promotional print and TV advertising.

Source: ePrice

Source: ePrice

This doesn’t mean that Sony will be refraining from producing devices of various specification ranges to suit the diverse and varying needs of customers scattered all over the world. All the devices will be following the “X” nomenclature, with different versions under the same brand name.

The company previously announced that they won’t be releasing the Xperia Z6 this year. There were speculations going on about the Xperia C6 Ultra that might be getting released this year. We can hope that it will be renamed and launched as the Xperia X Ultra or something likewise with the “X” nomenclature. The phone is rumored to have a 20MP rear camera paired with a 16MP front camera and a 3000mAh battery to keep it running.

It will be interesting to see how Sony rebrands and categorizes all of its products with the X nomenclature. The first of this kind will be the Xperia XA, Xperia X and Xperia X Performance smartphones for which pre-ordering is open.

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