BBC News, Leo
Kelion, Technology reporter, 25 June 2013
Related
Stories
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The Xperia Z Ultra is marketed as being waterproof |
Sony has
announced a waterproof Android smartphone with a 6.4in screen (16.3cm).
The firm is
pitching the Xperia Z Ultra as being the slimmest large-screened handset on the
market.
It can also
accept sketches or notes written using a standard pencil or metal-tipped pen in
addition to an optional stylus.
The firm
says it intends for the device to challenge Samsung's dominance of the
jumbo-sized handset sector.
According
to a study by consultants Transparency Market Research, Samsung accounted for
70% of the overall "superphone and phablet" market in 2012 thanks to
the popularity of models including the Galaxy S3 and Galaxy Note 2.
Earlier
this year, it added the Galaxy S4 and Galaxy Mega - a 6.3in-screened handset -
to its line-up.
Sony
already offers a 5in handset of its own, the original Xperia Z, which it
unveiled in January.
The Ultra
follow-up was unveiled at the Mobile Asia Expo in Shanghai. The new device will
go on sale in China, Indonesia and Singapore in July and then in Europe in
September.
"Southeast
Asia is the key market for the product because the trend towards large-screened
smartphone devices is stronger there," Calum MacDougall, director of
Xperia marketing, told the BBC.
"But
we also see the trend in Europe as well.
"In
the large-screen segment at the moment most consumers are looking at the Galaxy
Note. Now we can offer something that is really distinct: a stronger screen,
greater portability, waterproofing and something different around the stylus
and the pen."
Sony is not
alone in seeking to erode Samsung's lead.
Over recent
months Huawei has announced the the 6.1in Ascend Mate; ZTE the 5.7in Grand
Memo; Acer the 5.7in Liquid S1; Asus the 6in FonePad Note; and Lenovo the 5.5in
Ideaphone K900.
Mr
MacDougall said Sony intended to compete against these by promoting the Xperia
Z Ultra's "premium" features rather than trying to match or undercut
the Chinese and Taiwanese firms' prices.
The
Japanese firm reported its first annual profit in five years in May, but some
analysts said its figures were skewed by asset sales and did not reflect a
turnaround for its electronics divisions.
Headphone
flap-free
The Xperia
Z Ultra is 6.5mm (0.26in) thick - only slightly deeper than the thinnest device
on the market, Huawei's Ascend P6.
|
Sony's new model is a fraction bigger than Samsung's Galaxy Mega |
Unlike the
original Xperia Z the new phone does not need a flap over its headphone socket
to protect it from water damage, addressing complaints the feature was fiddly
to use.
It can also
be submerged to a deeper limit - 1.5m (4.9ft) in freshwater for up to half an
hour.
The device
also features:
- A 1080p
resolution screen with in-built software to upgrade lower definition videos and
photos
- 16
gigabytes of internal storage with support for 64GB microSD cards
- An 8
megapixel rear camera
- A battery
offering up to 11 hours talk time or 120 hours of audio playback - a figure
which Sony claims is a record
Those
concerned about using such a big device for quick tasks are also offered an
optional bluetooth add-on which can be paired to the handset using NFC (near
field communication) to make calls, view text messages or stream music.
The
accessory is similar to the HTC's Mini accessory announced in January for its
5in Butterfly handset.
Transparency
Market Research said that over 150 million Android super-sized phones were sold
in 2012 and predicted the market would grow to 400 million by 2018.
Another
consultancy firm, Frost & Sullivan, agrees that demand for such devices
appears to be robust despite the fact many users would struggle to use them
unless they had both hands free.
"For
many people in developing parts the phablet is their first communications and
computing device and allows them to have a single machine rather than multiple
ones," the firm's managing director Manoj Menon told the BBC.
"But
going forward companies are going to find it increasingly hard to differentiate
between their products on size - it will have to be on software and other
features. So, Sony seems to have the right strategy at this time."
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