索尼手机进入中国智能手机市场

Rising from the ashes of joint venture Sony Ericsson, the company’s latest venture into the mobile market - Sony Mobile - is courting Chinese consumers with gusto. The global launch of the new Xperia smartphones was held in Beijing today. Our very own Yin Hang was on the ground for the big reveal, and discovers Sony’s plan for reclaiming a stake in the smartphone segment.
从合资公司索尼爱立信的废墟中崛起，该公司进入手机市场的最新冒险——索尼移动——正引发中国消费者的热情。新的Xperia智能手机的全球发布会今天在北京举行。我们的记者Yin Yang在大展示的现场，了解索尼重获智能手机市场份额的计划。

A painful divorce after a decade-long marriage to Sweden’s Ericsson, but Sony is back on the market - the smartphone market, that is. Its latest offering, the Xperia smartphone, is dressed to impress - all in the hope of enticing some of China’s one billion plus mobile phone users.
虽然痛苦地结束了与瑞典的爱立信公司长达10年的婚姻，但是索尼又回到市场上，即是智能手机市场。其最新产品，Xperia智能手机的外形让人印象深刻，这都是希望能吸引中国10亿以上的手机用户。

Sony Ericsson posted a net loss of 330 million U.S. dollars in its final year of operation, citing intense competition and price erosion.
索尼爱立信在其最后一年的营业中公布的净亏损是3.3亿美元，原因是激烈的竞争和价格侵蚀。

But despite the rejuvenated brand image, Sony faces the same challenges as other Android-dependent handset makers - the likes of HTC, LG and SAMSUNG. The biggest hurdle to market share? Apple.
但是，虽然有充满活力的品牌形象，索尼仍面临和HTC、三星这样的安卓手机制造商一样的挑战。市场占有率的最大障碍是？苹果。

But the company says its library of music, video and TV content will translate to sales in China.
但是该公司表示，其音乐、视频、电视内容的图书馆将转变成在中国的销售额。

And from first impressions, all the bells and whistles of Sony’s new phone is certainly attracting attention. But are good looks enough to lure consumers away from the undeniable X-factor of the iPhone?
从第一印象上看，索尼的新手机的铃声和哨声一定很吸引人的注意。但是好看的外表就足够将消费者从iPhone无懈可击的未知因素中吸引走吗？

Beijing consumer Mr. Hou said: "I think the phone will be loved by young people. Because the lights on the case change colour. But I’m using an iPhone right now."
北京消费者侯先生称：“我觉得这款手机会受到年轻人的喜欢。因为盖子上的灯会变色。但是我目前用的是iPhone。”

Pang Ran, smartphone page editor with Tianjinwe.com said: "Sony made some pretty eye-catching designs and functions this time, for example, it personalized the arrangement of the smartphone tables, its functions have improved a lot. But the prices of the phone is high, clearly it’s clearly targeting the top end of the market."
天津网的页面编辑Pang Ran表示：“索尼这次制作了一些很抢眼的设计和功能，例如，它将智能手机的桌面设置个人化，功能也提升了很多。但是手机的价格很高，很明显，它是以高端市场为对象。”

Sony paid 1.5 billion U.S. dollars to take back control from Ericsson, making a huge bet that content integration with TVs and other Sony products will give it a competitive edge against global rivals. And when it comes to long-term viability in an increasingly-crowded smartphone segment - the Xperia will have to prove it’s got beauty and brains.
索尼支付了15亿美元收回爱立信控制的股份，下了一个巨大的赌注，与电视以及其它索尼产品的内容整合将在对抗其全球竞争对手中使索尼获得竞争优势。当涉及到在日益拥挤的智能手机市场中的长期生存能力时，Xperia必须证明它是美貌与智慧并存。