Sony flogs memory card with “Premium Sound” for $155

by XB on 22nd February 2015

in Accessories


Sony SR-64HXA SD Card_1Sony certainly has balls. It is attempting to sell a new breed of microSD memory card that has been designed to offer better sound quality. Considering that conceived wisdom suggests that the transfer of digital signals is just a stream of ones and zeros, it’s hard to fathom how this memory card would make a difference.

According to Sony, the SR-64HXA 64GB micro SD card produces less electrical noise when reading data. Sony itself recognises there probably won’t be a great demand for such a card, especially given the price point of 18,500 yen (£101, €136, $155) excluding tax. The card is due to launch in Japan on 5 March 2015.

Sony SR-64HXA SD Card_1

Sony SR-64HXA SD Card_2

Sony SR-64HXA SD Card_3

Sony SR-64HXA SD Card_4

Sony SR-64HXA SD Card_6

Via Sony Japan and ASCII.jp (via The Verge).

Thanks gmfady!

  • DBS

    Yeah. I guess only people who are insane enough to waste over 1200€ on a Walkman will also be insane to waste 150€ on a 64GB memory card.

    But at least Sony realises that and therefore won’t be producing mass quantities of this (one hopes…)

  • inspire

    And then they will cry for low sales and less profits.
    Just like when they said they will focus on premium xperias and still launched low range E4 with older-than-bible mediaTek processor.

    Although I would really like Sony to grow but I fail to understand their strategies.

  • roeshak

    A company going madder by the day!

  • omar

    “Sony itself recognises there probably won’t be a great demand for such a card”

  • inspire

    I read that Besserwisser. That’s why I wrote it’s complicated to understand their strategy given the state they are in. Still spending on RnD for gadgets which will not sell like hot cakes.

  • Jose Luis Hernandez

    Can someone tell me what king is it? 2, 4, 6, 10…?

  • Gary Ohanian

    So, I guess they mean that using this card will cause less interference in the devices circuity. Which does make sense for audio being delivered via a headphone jack. Noticable? Probably not, but I guess if fidelity is important then this would be good.

    But as a business case, why bother? :)

  • Timel

    R.I.P Sony

  • fish

    Maybe sony doesnt care about profit, and just want to show to others they have improved micro sd card and innovation

  • Itsarapong Intoum

    Give the good DAC chip to xperia is much more make sense. This product’s ridiculous.

  • Snorky112

    I think they’re jsut tired of their shit and wanna go bankrupt to kill the company

  • Utsav Shah

    HIrai and sony are going insane.
    I think Hirai needs to be replaced. He’s tearing apart the company.

  • RHBH

    Why should I care if Walkman App doesn’t save Music Unlimited playlists in SD Card? I hope PlayStation Music give us this feature.

  • Charlie

    Digital audio data does not change when being stored on an audio card, regardless of the cost. This makes absolutely no sense.

  • Amimanot

    You should have mentioned that even sony stated that they don’t know whether there’s even a market for this

  • Itsarapong Intoum

    Yeah he waste a budget of company to make ridiculous product.

  • Firaragi

    Its for audiphiles. I know not many people are not going to spend alot of money on audio but there are people who spent thousands on in ear monitors and music players to achieve the best sound. Sony is also focusing more on audio since the xperia devices arent really selling which is sad since i love their xperia devices and wont upgrade to another brand.

  • Timel

    R.I.P Samsung

  • Timel

    R.I.P Timel

  • Timel

    R.I.P Apple

  • Timel

    R.I.P Windows

  • Timel

    R.I.P Firefox

  • DavidBaik(????????)

    At Sandick, 64GB UHS-3 …We call this “Premium”.. I think you miss some point what customer most watch when they buy memory card… Will you down-grade memory card quality which installed in device for sale well “Premium sound Memory card”? .. Oh, that’s pretty good strategy. Give(Make) them reason why they should buy it and finally they will realize what is real premium. Haha.

  • jonny

    Replace hirai. Hes a good speaker but doesnt produce results. Quite like obama. But sony still gets their packaging right every single time

  • Utsav Shah

    It’s good that the company is trying to invent new technologies. But in this critical moment, they need to focus on profitability and more customer base rather than a very very limited customer base. this is a waste of resources and company’s budget.

  • mountain

    Considering someone buying power cables for amplifier for well over €1200, Walkman ZX2 is not too bad. I would buy one if its a 128GB version.

  • Stefan

    It’s class 10.

  • Silverwagon

    It’s for a niche market, maybe Sony will do well there

  • xperiaDROID

    Someone please slap Sony in the face, they’re getting mad day by day. They’re just nailing themselves into the coffin.

    I wonder why they keep making products that the majority doesn’t give a shit about? If they want Walkman to keep going, make a Walkman phone then, not making an individual Walkman device and the so-called “premium sound” memory card. It’s sad to see Sony got into this disaster, but hope they’ll wake up and realize that there’s no time for playing themselves as a Playstation.

  • Tech Gospel

    Oh wow!

    Sony has developed a brand new technology called ‘sucker tech’. It prints the word “Premium” on their existing products and changes the price tag as well! AMAZING

    #takemymoneyNOT

  • Vuyo Ncube

    Please someone fire Kazuo Hirai. How do they find the time to cater to the audiophile niche market?! They have much more important things to do than this.

  • Timel

    So Sorry but Sony is too coward to do that, Sony will never understand and learn its status

    Sony’s products are fucking ridiculous and ain’t cool enough and Sony’s maketting is fucking lame as wel

    Even cut the company into the pieces it still won’t help Sony from the disaster… So R.I.P Sony

  • Timel

    It might be in your dream but in reality Godple is the most successful company in the world, Godple is fucking rich, their devices and after service are super cool, they’re cool enough to make Apple Inc becomes first company in history with $700B market cap, Godple sold sold over 1 Billion iOS devices now but when look back to Sony… Hahahahaha LoL that’s fucking shame!!!!!

    R.I.P Sony and Xperia, you will never even be missed! LoL hahaha

  • Timel

    R.I.P Timel’s mom.

  • Timel

    I forgot to add to the above comment, my mom uses iPhone as a vibrator and it’s damn good compared to Z3.

  • Ballsack

    Sony please, no one cares about that shit, where is my fucking lahlipap?

  • Timel

    Where is the Shitperia Z4?

    At least Samsung has released so many teasers of Galaxy S6 https://www.youtube.com/watch?v=NMaeJ6hOtCY

    Where is the news of the Xperia Z4? Ew So pity! Don’t you know? Your Sony is dropping mobile division that’s why you will never hear the news about Xperia Z4 but… Who cares? Sony is out whatever!

  • J. Andrews

    Sony is going down so fast.. their management, business decisions and choices its truly laughable. Computers are gone, their legendary TV Business is about to be axed, phones also basically about to be gone as well soon, AND, they still release products like a $1200 Walkman and a $155 memory card. Honestly I’m surprised they still exist as a company at all..

  • Sony Fan

    Totally Agree! Sony needs the new leader, the man or woman who has a wide vision and has to know-well about technologies, science and of course the maketting.

  • Timel

    S6 is coming out of your momma’s a$$ this march nd that explains the teasers. Z4 is not expected this march so no need for any teasers. And sony dropping mobile division is fake..you should follow their twitter page instead of mastur**ting with a Note 4 daily.

  • jonoave

    Yup people here don’t seem to get it. It’s not for typical phone users. Note the devices pictures in the promo above – it’s the ZX2 and A series of Walkman. Those of who you are content to just using your phone to play music is not the target audience.

    And by the way, the Audio category is one of the safe profitable categories for Sony, compared to the Mobile category.

  • MasterYoda

    I know that Samsung users are scared off Sony phones, it makes them look like pumpkins.
    Why would you buy a Samsung phone if you could have a Sony for the same money which is superior in any aspect.
    They hate to justify this, so I can understand the hope to escape of Sony.

    But forget it!!
    People start to realise the difference, in Germany the Z3 is in the Top 3 of every shop by end of this year they will sell much more phones then expected.

    And sorry to destroy your hopes but the Z4 will pulverise the S6!

  • Emil Oskarsson

    Same here in Sweden regarding the sales of the z3, third best after iPhone 6 and 5s :p

  • Peter

    We don’t need a new device so desperately because Z3, not like the Galaxy S5, is not a piece of s…

    Never would have thought to sink so low as to post a comment like this – but it seems that there is absolutely no other way with rabid samsung/android fanboys.

  • Itsarapong Intoum

    I’m not so sure If I can call myself an audiophile or not. My headphone’s ATH-MSR7LTD as it’s hi-res headphone and I also have high quality sound card at my house. More than that I still interesting SONY pha-1a. However this SD Card still look ridiculous. Changing headphone cable is much more make senses.

  • SilentPlease

    Why would your mom use iPhone as vibrator instead of your father’s dick to please her?
    That’s just too outrageous, I guess

  • xperia

    R.I.P lollipop for z3. Fuck you sony!

  • mibas

    Can I ask you? Are you mentally stable in your daily life? I reckon you must have a form of learning disability or some similar condition.

  • Richard Francisco

    SONY = stupid in marketing and advertisement

  • RealityCheck2015

    I am a sucker for anything that has the SONY logo on :D But like the expensive PSVita cards these put off people buying the main products really. I think you can use any card tho with their music players tho so that is o.k i guess.

  • RoberMC

    Well, when you replace bad cables with good ones, you actually HEAR the difference. Replacing the SD card you are not going to hear anything different.

  • t

    Yeah you can say full hd display for 5 inch , metal frame for cellphones or 4k recording for smartphones (,which have tiny crappy lens and sensor )are waste of money. But some people like them. You don’t want it ?OK then it’s none of your business. Just shut up and get out .

  • Timel

    R.I.P Windows for what asshole

    Windows 10 is one thousand times better than Lagdroid

  • F

    First, audio section is earning money .
    Second, since you can make SD card by just putting parts it doesn’t waste a lot of money if it doesn’t sell well.
    Third ,last year the TV section stopped trying to sell a lot and started to focus on limited customer base and they succeeded.

    Now no company can beat chinese companies when it makes cheap products. Sony started to focus on making expensive products

  • Timel

    Samsung is killing Sony softly

  • laci_csk

    Nice, go for it.

  • Doubleyoupee

    This isn’t for consumers to put their music on and then get better sound quality – which of course is impossible.
    It’s for producers when directly writing to SD card from analogue source.

  • John

    Like the ZX1 and ZX2, it’s for audiophiles…

  • Sony used to be about providing the best to those that wanted it. that’s what this product is about, it’s the only way for sony if they want to retain the brand.

  • addled

    What the fuck was that advert? Seems to be lacking the product; pointless.
    Sony only released Z4 a few months ago, Samsung dont rrelease new models that frequently so why dyou expect Sony to?

  • aligamz

    Hirai, Hirai…what the actual fuck? Instead on focusing on keeping the company afloat, he is greenlighting expensive, useless products. I don’t give a fuck anymore if Sony meet their doom. They deserve it.

  • imparanoic

    My 6 year old Walkman nwz-x1050 sounds better than my xperia z2 (and friend lg g2), which it’s built in digital amplifier, inmy reference akg k550, so why not a premium sd card

    I have test heard usd100,00/gbp 70000 kefs reference system playing with cd, better than hd audio files

  • mibas

    Have you visited any doctor in the past? If not, now is the time to do it. Something is wrong with your brain, whatever your age.

  • mibas

    Can you see!?? Somewhere you have a problem. You have a brain leakage, check it out, before its too late.

  • Utsav Shah

    I agree except the last line. There was an era when people desired, wanted Sony no matter what price. But in current technologically advanced era, people don’t care about such things anymore except a few.

  • Jumbo

    Sony doesn’t have balls, but Kazuo Hiari is the one who has them because he loves giving us premium prices even if the item is not premium itself. On another note, you have to give it to Sony for coming up with another innovative product, but this one won’t create an impact..

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