Sony launches new flagship handset in Korea

Models promote Sony Korea’s new flagship smartphone, the Xperia X Performance. The company unveiled the high-end handset equipped with premium audio and camera functionalities, Thursday. / Yonhap

By Lee Min-hyung

Sony Korea unveiled its new flagship handset Thursday, the Xperia X Performance, hoping for a meaningful rebound in the local market.

With its latest premium handset, the company hopes to raise its relatively weak profile in the Korean smartphone market ― largely dominated by local electronics giants such as Samsung and LG.

At a media event at its headquarters in Seoul, the local subsidiary of the Tokyo-based electronics firm pinned its hopes making what it calls a meaningful rebound with the new smartphone.

“We would like to call the Xperia X Performance a completion of style and design, largely backed by Sony’s sophisticated camera and audio features,” Sony Korea CEO Osamu Morimoto said in the press meeting.

The new model arrived about 18 months after the launch of its predecessor, the Xperia Z3, here in October 2014. But during that period of inactivity here, the firm has been introducing upgraded Z series models in overseas markets, which critics say reflects the company’s failure to meet its previous expectations here, due to strong local competition.

Sony Korea did not unveil specific goals or plans to take on competitors, highlighting the product itself.

“The most differentiated thing about the X Performance is the camera,” the CEO said, stressing the new smartphone is the outcome of Sony’s technological expertise in not just cameras, but also audio and design.

Cho Seong-taek, mobile business chief at Sony Korea, said: “We are confident that Sony’s capability in producing audio, cameras and displays will bring a new user experience.”

The Xperia X Performance comes with a 5-inch in-plane switching (IPS) panel, equipped with a full high-definition (FHD) display.

One of the key characteristics of the device is a high-end camera equipped with Predictive Hybrid Autofocus, allowing users to take a clear shot of a moving object, according to Sony.

The company also highlighted high-resolution audio (HRA) functionality, which the firm says will enable a deeper and richer hearing experience.

The X Performance also comes with a digital noise-canceling technology, eliminating 98 percent of noises and offering better sound than conventional music streaming devices such as mp3 or CD players, Sony Korea said.

“We adopted a metal back, which is the biggest design shift from the Z series,” said the mobile business executive. “The metal exterior design offers not just a luxurious image, but enhances the device’s robustness and durability.”

Sony Korea plans to start selling the handset around July here with a price tag of 759,000 won ($659).