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Sony may no longer be the best-known Asian electronics maker, but it’s got plenty to share at this year’s IFA electronics show.
The Japanese company is hosting a press conference at 4:15 p.m. local time on September 2 in Berlin (that translates to 10:15 a.m. ET or 7:15 a.m. PT). CNET will bring you all the news, commentary and photos from the event.
Sony hasn’t revealed any details about its press conference, but the company is expected to introduce its newest smartphones, as well as other gadgets. In the past, Sony has used the venue to show off smartphones, tablets, wearables, digital cameras, TVs other home entertainment gadgets, and even a new Sony Walkman music player, in the case of last year’s show.
Click here to catch CNET’s Sony event live blog.
This year’s event could mark the debut of a smartphone with a 4K ultra-high-definition display, according to people familiar with Sony’s launch plans. That would be a first for the smartphone industry — something Sony is likely hoping gives it an edge in the highly competitive market.
When Kazuo Hirai took over as CEO in 2012, he announced the “One Sony” initiative aimed at improving his company’s financial performance. The idea was to focus on three core divisions: digital imaging, gaming and mobile. But Sony has really struggled to compete with big mobile players like Apple and Samsung, and its devices are largely unavailable in major markets like the US.
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In July, Sony revealed that revenue in its mobile and communications division dropped 16.3 percent from the previous year, to $2.3 billion. Troubles in the business wiped out Sony’s gains in gaming, where the PlayStation business generated sales of $2.4 billion. The company noted that the decline was because of “a significant decrease in smartphone unit sales resulting from a strategic decision not to pursue scale in order to improve profitability.” In other words, Sony is trying to sell fewer, pricier phones instead of many inexpensive devices.
In February, Sony nearly gave up on the mobile division, announcing a new profitability initiative that would focus on gaming, the Sony Pictures movie division, the Sony Music record label and a sensors business that provides components for smartphones and digital cameras.
Be sure to tune in to CNET for full coverage from IFA 2015.
Editors’ note: This story was originally published August 28 at 5:00 a.m. PT.
