Sony Mobile Chief Marketing Officer, Steve Walker knows that the ailing electronic giant has a long way to go to establish itself as a dominant player in the mobile wars in which Apple and Samsung own nearly all the market share and profits that go along with them. Mr. Walker believes that the first phase for Sony which is now behind them was to separate themselves from Sony Ericsson.

 “With Ericsson, we were affiliated with the rest of the Sony group. Now, we’re fully integrated.” 

Walker went on to talk about the integration and the roll the Xperia phones play with services like PlayMemories Online which can share your photos across a number of Sony devices:

 “Being fully integrated makes a big difference. You don’t need to release something ‘exclusive’ to grab a customer’s attention, you have to offer a connected experience.” 

With Sony beginning to integrate their services across their products, the company sees hardware innovation as the next step to battle the likes of the iPhone and Galaxy S. After the jump, Mr. Walker talks about the innovation needed.

 “When the Motorola Razr came along we were shocked, it was a true hardware innovation. We will continue to focus on this with our future devices too.” 

Sony believes that in order for them to really push the envelope and get back in the mobile market in a big way, they have to focus on hardware innovations like that of Motorola when they released the Razr which was the thinnest phone of its kind. Of course, ironically, Motorola has yet to release a followup hit since the Razr, nearly 10 years ago and the company faced bankruptcy before Google bought them out, earlier this year.

It still remains to be seen what Sony Mobile has in mind but if the Xperia go, the companies waterproof Android smartphone is any indication of where the company is headed, it still might not be too late for Sony to get back in the game.

Discuss:

Will hardware innovation help Sony get back into the mobile market?

[Via The Inquirer]