Sony’s budget Android foray set to continue into 2013

The sheer number of Android Xperia handsets already announced in 2012 has been a surprise to us, with even more expected to be announced next week at IFA 2012. Around half of these are low-end models targeted to emerging markets. There is no doubt that there is a lot of demand for cheap smartphones to replace the feature phones out there. If it has the Sony brand name on it then even better.

It’s a bit too early to tell how successful this strategy will be, but Sony Mobile is placing some big bets on it into next year. Digitimes is reporting that Sony Mobile will launch several sub $200 Xperia models (think Xperia tipo) in the first half of 2013.

Whilst Sony Mobile used ODM Foxconn to manufacture the Xperia tipo according to the report, it will use Compal and Arima to produce next year’s entry level models. However, the Taiwanese ODM’s are concerned over Sony’s aggressive shipment projections in this segment due to an overlapping product portfolio and confusing marketing efforts given the wide variety of handsets on offer.