According to Sneeden’s words, a return to the upper segment implies a certain level of quality devices and embedded technology to make the user experience satisfactory. The latter reveals another part of Sony's mobile strategy, and that is leaving the bottom section of cheap smartphones and turning only to the upper and middle segment. The top models of smartphones in Sony’s case are the priority, as demonstrated by the recently launched Xperia Z. Sony will also make some of the technology and solutions for a line of cheaper Sony devices intended for mid-market.

Sony is constantly watching the situation in different markets, but turning to the middle and upper segment is the most promising strategy for further cellular companies, while the lower part of the market smartphones Sony could be left to other producers, says Sneeden.

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