If there is a company that bet and triumphed in the past IFA, that was Sony. The new range of mobile Z5, with bets on insurance and other riskier, the thrust of the ecosystem and the reaffirmation that want to build their future on excellence in photographic sensors and high-resolution audio.
However, according to Topb2bwebsites.com,some aspects of its strategy and its products are not exempt from controversy. The first mobile screen 4K market or the difficulty of making tangible the best audio are two of them and are some of the topics we propose to Jun Makino, Senior Product Manager at Sony Mobile.
Engadget: Our first question is about the Premium Z5. Among our community of users the main concern is to what extent this type of screen is justified and if it is worth to be with a mobile 800 euros. Anything of value in a display with this resolution, if it is also the most expensive mobile? is not a sham for simply trying to justify the high-end mobile phones to a more expensive price point?
Jun Makino: It is a good question. You can first take a look at the outward appearance, and you can see first there is an advantage in the screen itself. What we seek is to improve user experience in the display and so we want to provide the best in the market. We have realized that it is very normal for many users to consume multimedia content with the phone. You can see a lot of people on the train or the metro watching movies. What we seek is providing these users the best possible screen and bring the experience 4K.
Finally and after all, if you take a look at the market, you’ll notice that there is Full HD and contained 4 K content, but there is nothing between. We have chosen 4 K because we want to give the opportunity to the users see the content in its original quality. For this purpose we use a technology format that allows content Full HD to 4 K quality.
The content you can find on the phone, either streaming or not, you can have with the best quality. For example, you can enable or disable mode x-reality to appreciate detail, contrast, and colors. It is the combination of these factors, contrast, color and clarity, which makes that you can have the best viewing experience.
These elements operate in the same way as on televisions range Bravia, highlighting colors, contrast and quality to offer the best possible
Engadget: However, it is the subject of the distance limit which has the human eye in order to enjoy this technology. The phone will lose autonomy in order to have a screen so do you really think it is worth? To how many commitments requires to have a screen as well?
Jun Makino: It is clear that 4 K screen means increased consumption in order to use it. However, we have achieved that the life of the battery is sufficient to be able to provide a good screen. If you look at the phone you’ll notice that still has a rather thin design. If you hack the phone in two and see it closely, you would see the crystals on the front and in the back, the display module and battery.
The more thin is the display module, more space there is for the battery. Thus we have been able to put a 3,430 mAh battery. We also have technology memory on display that we had in the Z3 model. That is why we can have a good ability with a 4 K screen phone.
Engadget: There have been several problems of overheating in Qualcomm and Snapdragon SoC 810 how has reacted Sony in this regard?
Jun Makino: We still use Snapdragon 810 Z5 premium. It is the processor with better performance of the market and is a vital part of the series. We want the best for the Premium Z5.
Having said that, also we work in each product individually to optimize heating and battery consumption. It is the procedure that we carry out in each product to ensure that we make a good investment. We also have technology memory on display that allows you to have images and videos in the cache so that the phone does not have to reload them and can save on battery consumption. It changes depending on how you use the phone. If not need you the cpu usage is avoided. In this way we are optimizing the processor in milliseconds.
Engadget: Do you think that there will be a way to solve the problems associated with overheating and performance degradation to regulate this point?
Jun Makino: Smartphones are devices that are increasingly higher performance. And a high-performance device requires a high consumption. These phones have several nuclei because they need them, and what we do is optimize the device for use.
Engadget: We have a question about the phablet. We remember the Ultra and as long time Sony gambled on this format. I think that there are many people interested, especially in Asia. Why is there the Z5 Compact and not, for example, the Z5 Ultra?
Jun Makino: We have many tests and exams to determine which model is most suitable and then choose the products we produce. On this occasion, we are introducing three types of different devices in the segment of high end smartphones.
We believe that there is a demand for these devices and people need more compact models. And then we have the 5.5 inch models to meet the demand in the Asian continent. You have several models available and choose which best suits your needs.
Engadget: Two further questions. The first is that Sony has had problematic results in recent years as its role as a supplier of sensors which is better running them have the temptation to target this? Will it be a future in which Sony stop making phones?
Jun Makino: I cannot predict the future. During the Congress of mobile phones this year, Kuz Hirai pledged to work in the field of mobile phones. He has the vision that smartphones are more personal devices that are on the market and that’s where we need to be. Right now we are in a period of transformation of the company under the direction of Hirai and you are looking for is that the company has great products.
It’s partly a change in strategy. We really want to offer the best possible products and smartphones are a centerpiece for Sony. We work collaboratively to offer a new center of contained completely new fruit of the different groups of Sony.
Engadget: As for the camera, many smartphones opt for Sony sensors for their cameras, but Sony still has not managed to put a smartphone on the market with the best camera. There have always been problems with the quality of processing how Sony is going to solve these problems?
Jun Makino: I think that it depends on the type of test that is done. A smartphone’s camera is a camera that you always take with you and is intended for those occasional moments, to be able to capture every occasion. There are different scenarios and different people. Much or may also be low-light. It’s capturing that moment. What we want is better the best solution and I think that it could be a good opportunity to discuss this issue with the engineers.
Engadget: One last question: do you think the Department of Sony on Windows 10? Long ago there was a close relationship between Microsoft and Sony, but no longer. Why?
I can’t speak on that, but they are actually two different technologies. What we think we need now is what we are offering.
Engadget: Ok. There had to be the question. And I would also ask about Google. Is your relationship better now that they don’t have Motorola and are no longer a competitor?
Jun Makino: What we want is to provide the best experience. We focus on what people want. In terms of smartphones and tablets if anyone is able to always offer the best experience is something that is worth.
Engadget: Does that mean that Sony is open to collaborations? There are already several companies (Samsung, LG, Huawei) who have collaborated with the Nexus but so far has not been the case of Sony. Why? Not interested?
Jun Makino: We are interested in the possibility of having opportunities. We also work in the more open platform to integrate the network of Sony. It is a combination of both.
In fact, the time to push forward a Nexus is too limited for Sony. You can’t do anything against that and it would be difficult for us to be able to offer the consumer experience we are looking for.