Technology giant, Sony unveils its newest product line-up at the IFA 2016 consumer electronics show in Berlin, Germany today, saying the company is dedicated to creating more compelling and differentiated products.
Its president and chief executive officer Kazuo Hirai said the company wanted to continue offering emotional value through its products.
"We want our products to be at the 'last one inch,' at the closest point to you.
"Our relevance to you lies in continuing to offer emotional value through a wide range of products, which are intimately involved in enhancing what you see, hear, experience and enjoy." he said.
Among the products showcased included their new flagship smartphone in the Xperia X series – the Xperia XZ and the Xperia X Compact, both of which boast an enhanced camera experience with Sony's new Triple image sensing technology.
This technology allows users to consistently capture split-second moments in any environment, and works by fusing image, distance and colour sensing technologies.
Both models also deliver significant advancements in video shooting as the first smartphones with 5-axis image stabilisation, enabling users to capture smoother videos, even in close-up zoom.
They also come with intelligent features to optimise user experience based on how it's used, such as Adaptive Charging technology developed with Qnovo Inc. to extend the battery lifespan.
Xperia XZ features a 5.2-inch Full HD display and metal casing while the Xperia X Compact features a 4.6-inch HD display.
The Xperia X Compact will be launched globally in this month, while the Xperia XZ will be available from October.
At the same time, Sony also introduced its new 'Signature Series' flagship that represents the convergence of Sony's long-established analog and digital technologies. The High-Resolution Audio (Hi-Res) series of products comprised the MDR-Z1R stereo headphones, two new WM1 series Walkman models, and the TA-ZH1ES headphone amplifier.
Additionally, Sony is also showcasing an array of other new audio products which includes the Hi-Res high power home audio system, wireless Extra Bass headphones for sports use, and a NW-A30 series Hi-Res Walkman that boasts improved ease of use with its 3.1-inch touch screen.
Another technology that Sony introduced is the Xperia Ear, an in-ear and hands-free smart product that brings a new way of communicating. It will be available from November 2016 in selected markets.
Xperia Ear, quipped with Sony Agent Technology and a proximity sensor, provides users with useful information such as their schedule and other personalised updates when placed in the ear, enabling users to stay connected while enjoying the world around them.
At the event, Hirai also spoke of the PlayStation VR (virtual reality) system, and went on to elaborate on various initatives by Sony such as Seed Acceleration Program, Life/Space UX, Artificial Intelligence (AI) and robotics.
Sony also displayed its Xperia Projector and Xperia Agent as concepts at IFA 2016, combined with services from Yahoo Japan and Nestlé Japan, to give a glimpse of the user experiences offered by Smart Products.
