Sony mobile executives: 2K display is a waste on mobile phones

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The new era of smartphones that the iPhone has opened is very different from the old days of Nokia Saipan. In the new era, users' choices are more abundant, and manufacturers' competition is more intense. The product experience is slightly poor, and the user will lose a lot and switch to the opponent's product.

But for Calum MacDougall, director of global market operations for Sony's mobile communications, this is not a headache. McDougall is confident in the company's Xperia Z series of mobile phones. In an interview with Tencent Technology, he said, "We have positioned ourselves as a high-end brand. We think Xperia Z is very successful because it concentrates on Sony's most innovative technology."

The Xperia Z3 is Sony's flagship phone that was released in September this year. Its appearance is not much different from previous generations, and it has only been optimized in some details. McDougall said that the Z3's metal frame and four corners have been adjusted and reinforced to prevent the screen from rupturing when the phone is dropped.

On the core hardware, the Xperia Z3 chip is upgraded to the 2.5GHz Snapdragon 801 processor, but the screen resolution is still 1080p for the previous generation. McDougall said that Z3 did not use higher-order 2K displays like its rivals because they thought that 2K displays were a waste of resources on small-sized mobile phone screens. In contrast, they prefer to perform deep optimization on the screen display to improve screen imaging.

“We used the technology used in the TV to get a better screen experience.” McDougall said, “Triluminos technology can bring more accurate and bright color effects, X- The Reality engine can better restore color."

Another reason for the Xperia Z3 to give up the 2K screen is to control battery life. The Z3's screen size is 5.2 inches, and high resolution is bound to bring high energy consumption.

McDougall said that Sony believes that the standby time of mobile phones is more important than the high-resolution screen. In order to guarantee 2 days of standby time, they not only gave up the 2K display, but also set a separate cache for the screen display. "This way you don't need extra processor space when browsing the web to refresh the screen."

As a flagship machine, the Xperia Z3's hardware is good enough, but because the system is limited to Android, it can't be implemented like a Apple iPhone every year through system upgrades to achieve huge functions and interface changes. McDougall said that Sony is using a custom feature to achieve system differentiation. For example, the Smart Social Camera camera tool used in the Xperia Z3 provides a variety of shooting methods to increase the fun of taking pictures.

McDougall said that Sony is committed to becoming the top three smartphone brands in the world. It is currently in the top three in the Asian markets such as the UK, Germany and Singapore. It also performs very well in Japan, but in North America and China. It has not yet reached the "top three" goal.

Sony is currently working with US carrier T-Mobile to power the North American market. As for the Chinese market, Sony also offers a wealth of options, with products distributed at the high, medium and low end. McDougall said that the Z3 launched in September will be released globally this fall, and China is expected to become one of the first countries to go public. Unfortunately, the Xperia Z3 Compact and E3 released in the same period as Z3 will not be listed in China.