Sony Mobile Targets 2013 as a Breakthrough Year

BARCELONA, Spain, MWC, February 25, 2013 /PRNewswire/ --



• Flagship smartphone Xperia™ Z available now in stores
• Xperia™ Tablet Z globally available from Spring 2013
• Largest Marketing campaign to date to support Xperia™ portfolio

In an address earlier today, Sony Mobile Communications ("Sony Mobile") reinforced its committment to the premium smartphone and tablet segments. Kazuo Hirai, President and CEO of Sony Corporation, and Kunimasa Suzuki, President and CEO of Sony Mobile Communications and EVP, Corporate Executive Officer of Sony Corporation, restated the importance of mobile to Sony's overall strategy and declared Sony's intention to further enhance the premium mobile segment. Additionally, Sony Mobile announced that the highly anticipated Xperia Tablet Z will be available globally, and that its award-winning flagship smartphone, Xperia Z, is available now across 60 countries.

"In the past year we have worked hard to integrate mobile into the heart of the Sony business and placed all our Android smartphones and tablets under a single brand - 'Xperia'," said Kazuo Hirai, President and CEO of Sony Corporation. "It is a premium brand with a consistent user experience across every device and a great example of what we can achieve as 'One Sony'."

The introduction of the Xperia Z and the Xperia Tablet Z feature Sony's unique technology, content and applications that are ideally suited to fit it every aspect of people's lives - whether watching the latest movies on the web, capturing those special moments, listening to their favourite music or playing games on the go.

"2013 will be a breakthrough year for Sony in the mobile sector.  We are delivering on our objective to combine the best of Sony for an outstanding user experience," said Kunimasa Suzuki, President and CEO of Sony Mobile Communications. "Sony Mobile's Xperia products and content applications are designed around what consumers want and this approach is inherent in Sony's DNA. We continue to set ourselves apart from the competition by creating products and services that only Sony can deliver."

Xperia Z has already received positive endorsement from a host of operators, and following strong support in the Japanese domestic market, it also looks set to follow suit globally with the widest operator ranging to date. 

"Xperia Z and Xperia Tablet Z offer consumers a unified and consistent cross-device user experience with premium specifications and the best of Sony technology," said Kaoru Kato, President and Chief Executive Officer of NTT DOCOMO.  "The response to Xperia Z from our customers since launch has been incredibly positive. We highly recommend this smartphone to our customers. We are delighted to learn that both products will be available globally allowing others to benefit from Sony's premium mobile entertainment experiences."

Sony is showcasing its latest premium Xperia Z smartphone, and its market variant Xperia ZL, and Xperia Tablet Z at Mobile World Congress. These products epitomise the technical expertise and innovation of the Sony brand culminating in the most advanced smartphone and tablet offerings and with the largest range of dedicated NFC-enabled products.

Xperia™ Z smartphone available now worldwide:

• The award-winning, flagship Xperia Z and its market variant Xperia ZL - unveiled at CES in January - are now on sale worldwide.
• They have received the widest ranging of any Sony smartphone to date with over 140 sales channels in more than 60 countries across the globe.
• Both products share a complementary design to Xperia Tablet Z including a consistent Sony user experience.

Xperia™ Tablet Z global availability from Spring:

• The Xperia Tablet Z is the world's slimmest LTE tablet and will be available globally from Spring 2013.
• Featuring a vivid 10.1" HD Reality Display powered by Mobile BRAVIA Engine 2 that is both water-and dust resistant for the best ever viewing experience matched with S-Force Front Surround 3D, and Clear Audio＋.
• The Xperia Tablet Z has superior camera capability with "Exmor R for mobile", One-touch function, battery STAMINA mode, and Sony's media applications for photo, music, and movies on the go.

Most ambitious marketing campaign to date: "Experience the best of Sony in a Smartphone": At today's Mobile World Congress, Sony Mobile unveiled its new integrated marketing campaign for its Xperia smartphones.  The integrated campaign will be deployed in more than 20 markets across TV, print, digital, out of home and retail from March 2013.  

The creative execution reminisces about Sony's much loved products and the campaign reflects the unique consumer experiences that only Sony can deliver. It looks back at iconic moments in history and fast forwards to the innovation that Sony delivers today. To view Sony Mobile's new television commercial, please visit: http://www.youtube.com/watch?v=9Pp7nDmb5K4&hd=1

Visit us at Mobile World Congress:

To experience Sony's range of products, content and experiences first-hand, visit the Sony stand 6D10 located in Hall 6 of the Gran Via at Mobile World Congress in Barcelona, Spain.

About Sony Mobile Communications

Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading global innovator of audio, video, game, communications, key device and information technology products for both the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Through its Xperia™ smartphone portfolio, Sony Mobile Communications delivers the best of Sony technology, premium content and services, and easy connectivity to Sony's world of networked entertainment experiences. For more information: http://www.sonymobile.com

Sony "make.believe" is a trademark or registered trademarks of Sony Corporation. "Xperia" is a trademark of Sony Mobile Communications AB. All other trademarks or registered trademarks are the property of their respective owners.

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