An Android for everybody

SINGAPORE - A wide range of unique, well-designed products that tap into mobile trends and have mass appeal.

That is how Sony Ericsson plans to stay on top of the Android smartphone market, said executives speaking at the company's Global Media Conference on Wednesday.

The event also introduced several new Sony products that will be unveiled in the third quarter of the year, including two new Android-powered phones: The Xperia active and the Xperia ray. With this debut, Sony Ericsson will have launched a total of eight Xperia phones in 2011.

But even if consumers feel overwhelmed by the sheer variety of Android phones on Sony Ericsson's plate, it's all part of the plan to capture as large a share of the competitive Android smartphone market as possible.


"We've committed ourselves to moving forward with Android, which has gained immense popularity throughout the region," said Matthew Lang, Sony Ericsson's corporate vice-president and head of the Asia-Pacific region. "We compete with a range of products that we believe offer the customer a great, great choice.

"I think we made the right choice producing a range of phones for consumers who want to use the Android platform."

Indeed, the two new phones announced yesterday will fill all new positions in the Sony Ericsson smartphone lineup.

The Xperia active, with its dust-proof, water-resistant design, aims to appeal to users with active lifestyles.

The Xperia ray, on the other hand, features a sleek and polished design not unlike the Xperia arc that debuted earlier in the year, but it sets itself apart by being a multimedia-optimised device targeted at the mid-range market.

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