Sony Mobile Executive: 2K display used on mobile phones is overqualified

The iphone's new era of smartphones is very different from the old days of Nokia's Symbian phone. In the new period, the user's choice is richer, the competition of the manufacturer is more intense. Product experience slightly poor, users will be a large loss, to the opponent's products. But this is not a headache for Calum MacDougall, global marketing director for Sony Mobile, Kalum Mcduguel. With confidence in the company's Xperia Z-series, McDougall said in an interview with Tencent technology that we positioned ourselves as a high-end brand. We think Xperia Z was successful because it focused on Sony's most innovative technology. Xperia Z3 is Sony's flagship mobile phone, released in September this year, and its appearance is not much different from previous generations, but is optimized in some detail. Z3 's metal frame and corners were adjusted and reinforced to prevent the screen from breaking when the phone fell, says McDougall. On the core hardware, the Xperia Z3 chip upgrades to the 2.5GHZ 骁丽 801 processor, but the screen resolution is still 1080p used for the previous generation. Z3 did not use the higher-order 2K screens as rivals because they thought the 2K display was a waste of resources on a small mobile screen, says McDougall. In contrast, they are more likely to refine the screen image by making depth optimizations on screen displays. We use the technology used on the TV to get a better screen experience. "Terri Triluminos Technology can bring more precise and bright color effect, x-reality engine can restore color better," says McDougall. Another reason for Xperia Z3 to give up the 2K screen is to control battery endurance. Z3 's screen size reaches 5.2 inches, and high resolution is bound to bring energy consumption. ' Sony believes the phone's standby time is more important than the split screen, ' says McDougall. To ensure 2 days of standby time, they not only gave up the 2K display, but also set up a separate cache for the screen display, so that when you browse the Web page to refresh the screen, you do not need additional processor space. As the flagship, Xperia Z3 's hardware is good enough, but because the system is limited to Android, it cannot, like the Apple iphone, achieve huge functionality and interface changes every year through system upgrades. ' Sony is making system differentiation through custom functionality, ' says McDougall. For example, the Xperia Z3 uses the Smart Social Camera Camera tool to provide a variety of ways to shoot, to increase the fun of photography. McDougall said Sony is committed to becoming the world's top three smartphone brands, currently in the UK, Germany and Singapore and other Asian markets have entered the market in the top three, in Japan is also very good, but in North America and the Chinese market has not reached the top three target. Currently Sony is working with the US operator T-mobile cooperation, to use the North American market. As for the Chinese market, Sony also offers a wealth of options, products in the high, medium and low-end distribution. According to McDougall, Z3, which was launched in September, will be released globally this fall, and China is expected to become one of the first countries to list. Unfortunately, the Xperia Z3 Compact and E3 that were released with Z3 will not be listed domestically.