How Sony is Embracing Its Niche and Succeeding
The Xperia experiment
I grew up in New York City, but I have lived in the midwest for almost a few decades. When I tell people this in Detroit, they often ask me what the city is like. My default answer is usually the same: If you want to visit New York City, you should go twice. The first time to do all the tourist stuff: Go to Times Square, see the Statue of Liberty, etc. The second time you’ll experience the real magic of New York, as I call it. The vibrant food and art scenes and visiting the other boroughs outside of Manhattan. My logic has always been that while the Manhattan experience is great, it is not the only great experience. This part of the New York experience is understated but still great for the right people.
I think this overall theme applies to a variety of experiences that we have as humans. In the movie and music realms, for instance, the mainstream product is enjoyable for many, but some lesser-known and independent projects can be even more enjoyable for the right people. This sort of grassroots realization is not something we see from a lot of consumer electronics brands. The goal is always to be as big as possible. But there are exceptions to the rule. With its latest phone announcement, Sony’s Xperia division has seemed to lean into its niche of users, and it is refreshing.
