Publications
Partners
Cape Town - Sony has launched a smartphone that caters to the growing demand for feature-packed devices at a lower cost.
The mobile manufacturer has announced the launch of its Xperia E4 which features a 2300mAh battery that should extend the device's functionality, according to the company.
"With a simple set-up, great screen and unrivalled two day battery life we've created an on-the-go entertainment device that will keep on going, wherever you are," said Tony McNulty, vice president of Value Category Business Management at Sony Mobile Communications.
Despite being under pressure the mobile division of Sony has been racing to release smartphones that it hopes will take market share as global giant Samsung suffers from softening sales.
In terms of specs, the E4 is significantly underpowered compared to the flagship Xperia Z3, but the device has a 12.7cm (5 inch) screen, slightly up from the 11.4cm display from the previous E3.
Dual SIM in SA
There are also minor improvements in the speed of the 1.3GHz quad core processor, though the latest smartphone also has 1GB of RAM and 8GB of on-board memory.
Of course, you can expand the memory with a built-in micro-SD card slot.
The E4 features a 5 megapixel camera which should be "good enough" for casual photography and some way off the much respected 20 megapixel shooter of the Z3.
However, with video, expect the E4 to punch above its weight as Sony has incorporated much of their Bravia trickery into the device.
The launch of the E4 mirrors the expected release of the next Sony flagship. The company has been under financial pressure and is rumoured to have cut 1 000 jobs in its mobile division on the back of weak sales.
The company has a history of releasing new devices early in the year and the flagship Xperia Z4 is expected to be launched at the Mobile World Congress in Spain.
In a departure from mainstream manufacturers, Sony will also release the dual SIM version of the E4 in SA.
While dual SIM devices are popular in Africa, they have not taken off in SA in part because of a lack of consumer awareness and insufficient distribution channels.
The Orange online mobile store is known for offering dual SIM smartphones on its platform. In SA mobile operators are reluctant to range them as adds a layer of complexity to business modes that rely on consumers being locked into mobile device contracts.
Mid tier price
The Sony device runs Google's Android 4.4.4 (KitKat) operating system and comes pre-loaded with PartyShare. The software lets you share content such as music and images directly over Wi-Fi networks.
The Xperia E4 will be available after March 2015 and is expected to be priced as a mid-tier device. This pricing would place the E4 in direct competition with devices from Huawei, Hisense and Lenovo among others.
Research shows that more people, particular in developing countries, are opting to buy smartphones in the mid tier price bracket.
"New buyers in these regions are rapidly transitioning to utility and basic smartphones, helped by declining average selling prices (ASPs). By contrast, the premium smartphone category has reached saturation levels as demand is mainly driven by replacement users and has begun to slow down," said research firm Gartner of smartphone adoption in developing countries.
- Follow Duncan on Twitter
