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Sony revitalizes smartphone franchise with movie-style screens

BARCELONA (Reuters) – japan’s Sony, which has fallen way behind the South Korean and Chinese rivals in the smartphone sales race, want to capitalize on the film’s pedigree with new devices with a 21:9 ratio screens, the dimensions that can be used to film blockbusters.

The new Sony Xperia1 is presented during the Mobile World Congress in Barcelona, Spain, February 25, 2019. REUTERS/Rafael Marchante

The company announced a new flagship, the Xperia 1 handset at the Mobile World Congress in Barcelona, on Monday, that has a touch OLED screen that’s optimized with the help of Sony’s Bravia TV technology. It also has the ability to take pictures and record 4K video in a 21:9 ratio.

Mitsuya Kishida, president of Sony Mobile Communications, said Sony had a rich heritage of meeting the technological demands of professional film-makers, both in image and sound.

“Our new Xperia provide original technologies with a large number of professional functions for creating entertainment experiences that are only possible with Sony,” Kishida said at the Congress.

The company has also brought the 21:9 screen ration, two mid-range smartphones: the Xperia 10 and Xperia 10 plus.

Ben Wood of CCS Insight said the handsets were nicely designed, but it was hard to see how they would stand out from the crowd.

“We are not convinced that the 21:9 ratio is differentiated enough despite Sony’s strong credentials in the content,” he said.

Industry analyst Paolo Pescatore on PP foresight, said the new devices were a “step in the right direction, but Sony continued to face monumental challenges in competing with rivals that the roll-out of new devices and extended with new features at hefty price”.

“In particular, the Asian smartphone markers that are on stealth mode and the growth of the market share very quickly, as underlined by the most recent announcements from Huawei and Xiaomi,” he said.

The two Chinese companies, both announced 5G devices at the event on Sunday. Huawei, which is challenging Apple for the Number 2 spot in the smartphone sales, behind leader Samsung created a buzz with a foldable smartphone.

Reporting by Paul Sandle; editing by Jason Neely and Susan Fenton

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