Sony 2013 Annual Report Download - page 21

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19
Jeanna Kimbré
Director of Creative Product Design, Sony Mobile
Communications AB
“The smartphone has become so important
in everyday life that it may actually be the
most valuable device an individual owns. Sony
smartphones aim to be an extension of one’s
senses.”
Sony is known the world over for cutting-edge electronics
design, and Sony Mobile’s products are no exception. Under
“One Sony,” experienced designers from Sony worked with
their Sony Mobile counterparts to develop the OmniBalance
design concept, which enables users to engage naturally
with products in both portrait and landscape mode, and the
devices are comfortable to hold and view from any angle.
　Xperia™ Z represents the first application of OmniBalance
design. The device’s distinctive, minimalistic appearance
has earned it a reputation as a premium smartphone boast-
ing exceptional craftsmanship and attention to detail. “Our
goal is quite simply to create signature product designs that
are successful in the market and inspire people,” explains
Jeanna Kimbré, Sony Mobile’s Director of Creative Product
Design. “Our design strategy for Xperia™ Z was to create a
global flagship product with an iconic design by appealing
to consumers who seek a premium product.”
　OmniBalance design seeks to balance technology and
design, recognizing that smartphones are multifunctional
and crucial in many dierent parts of daily life. Kimbré elab-
orates: “People want hardware that is beautiful but allows
them to become so totally immersed that it fades into the
background when it’s in use. We used the same design ex-
pression for Xperia™ Tablet Z,” she adds. “By doing this and
concentrating marketing activities on both of them, we’ve
been able to maximize media impact and attract attention
in a crowded market.”
Designing the Future