Sony Mobile Targets 2013 as a Breakthrough Year

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BARCELONA, MWC, Feb. 25, 2013/ PRN=KYODO JBN/--

    - Flagship smartphone Xperia(TM) Z available now in stores

    - Xperia(TM) Tablet Z globally available from Spring 2013

    - Largest Marketing campaign to date to support Xperia(TM) portfolio

    In an address earlier today, Sony Mobile Communications

[http://www.sonymobile.com ] ("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(TM) Z smartphone available now worldwide:

    - The award-winning, flagship Xperia Z       

[http://www.sonymobile.com/global-en/products/phones/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(TM) Tablet Z global availability from Spring:

    - The Xperia Tablet [

http://www.sonymobile.com/global-en/products/tablets/xperia-tablet-z?utm_source=sactive&utm_medium=pressrelease&utm_campaign=xperiatabletz

]  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: 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(TM) 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.

    FOR MEDIA INFORMATION PLEASE CONTACT:     

    For more information, images and videos please visit:

    sonymobile.com/pressreleases

    [http://www.sonymobile.com/press  ]

    Sony Mobile Communications, Global Communications & PR department

    General Press: +44(0)208-762-5858

Source: Sony Mobile Communications