Sony Mobile Targets 2013 as a Breakthrough Year

    --  Flagship smartphone Xperia™ Z available now in stores
    --  Xperia™ Tablet Z globally available from Spring 2013
    --  Largest Marketing campaign to date to support Xperia™

BARCELONA, Spain, Mobile World Congress, Feb. 25, 2013 /CNW/ - In an address 
earlier today, Sony Mobile Communications ("Sony Mobile") reinforced its 
commitment 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™ Z smartphone available now worldwide:
    --  The award-winning, flagship
        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™ Tablet Z global availability from Spring:
    --  The
        Xperia Tablet 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

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:

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™ 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:

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 


For more information, images and videos please visit: Sony Mobile Communications, Global 
Communications & PR department General Press: +44(0)208-762-5858

SOURCE: Sony Mobile Communications

To view this news release in HTML formatting, please use the following URL:

CO: Sony Mobile Communications

-0- Feb/25/2013 09:58 GMT

Press spacebar to pause and continue. Press esc to stop.