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BLOG: The 'Galaxy effect' and Sony's U.S. struggle

JR Raphael | Jan. 15, 2014
What's in a name? It's a question I've been pondering lately while thinking about Android phones.

Back to reality, though, it's hard to envision the phone commanding that level of attention as it sits on a shelf beneath an inconspicuous "Xperia Z1S" sign.

The message here isn't that the Z1S is perfect — like most smartphones, it has its pros and cons — but rather that quality alone is no longer enough in this game. (Just ask HTC.) If Android manufacturers want to have a shot at Samsung-like success, they're going to have to start thinking like Samsung and finding a way to turn their brands into household names.

When Sony announced the Z1S's predecessor one year ago, I said the company needed three connected things if it wanted to achieve relevancy in America: focus, with more emphasis on fewer products; ubiquity, with no signs of the carrier-exclusive kiss of death; and bold and memorable marketing, as mentioned above.

Here we are, a year later, with an even stronger device in Sony's hands — and despite the quality of its product, the same three challenges still stand in its way.

Source: Computerworld


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