LAS VEGAS: Sony on Monday unveiled its latest flagship smartphone, the Sony Xperia Z, and claimed that its custom display and camera technology are so good competitors are likely to rip them off.
Sony's chief executive Kaz Hirai unveiled the Xperia Z during the company's Consumer Electronics Show keynote today.
"When I was made ceo just nine months ago I pledged to drive growth in our traditional, strong areas. These include Digital imaging games and mobile," said Hirai.
"In that journey today marks another milestone for us and with that let me introduce you to our new Flagship model the Xperia Z, which design and innovations offer a true superphone experience."
The Xperia Z is to runs a modified version of Google's Android 4.1 Jelly Bean operating system and be powered by a quad-core Snapdragon S4 pro processor. The device will be just 7.9mm thick and house a 5in 1080p screen packed with Sony's custom Bravia Engine 2 technology.
Sony claims the technology makes the Xperia Z's screen offer better quality imaging than most HD TVs.
"This intelligent display tech has the sharpest and brighetest hd screen has ever brought to a smartphone," said Hirai.
The Sony Xperia Z is also confirmed to house a 13MP rear facing camera and custom Omnibalance design that makes it the most dust and water resistent smartphone currently available.
Wha's more, the device boasts Sony's home-built Onetouch near field communication technology. This echnology is designed to facilitate the sharing of information between Sony products and allowing users to do things like qucikly share files, lync their smartphone with a speaker.
Looking to the future, Hiriai claime the slew of custom features on the Xperia Z would be a key factor that will help the company revitalise its ailing market share.
The chief executive portfollio of inhouse technologies is so good, competitors have already been copying them.
"It is in our technology know how that makes our products the best of the best," said Hirai. We do it so well other companies tend to borrow our designs as well."
Check back soon for our hands-on with the Sony Xperia Z. µ