Sony
Xperia S

The Xperia S was a bold product decision by Sony. At the time, its Japanese team felt that it was a flagship design and was excited to incorporate the “transparent belt” used for Bravia TVs into a mobile phone. Initially, the Sony team struggled to get momentum with European operators, primarily because the phone was considered quite thick for the time and the bezels relatively wide. Based on this feedback, the design process was evolved, and some improvements were made, but the decision to have the transparent belt had a big impact on the phone’s proportions so it was a very different look compared to rival smartphones which trended towards slimmer bodies and thin bezels which were popular at the time. As Sony moved from mock-up designs to working prototypes, the reception to the Xperia S warmed up, helped in a large by its impressive screen and a 12-megapixel camera. One notable feature of this phone is that during its development it was showcased with both Sony and Sony Ericsson branding. In the end it became the first smartphone of this era to be branded as Sony following the Sony Ericsson brand being retired. When the phone eventually went on sale it got a positive reception from customers and went on to exceed the sales targets Sony Ericsson had for the device.