What started out as a joint venture between a telecommunications giant and a Japanese electronics heavy-weight, Sony eventually ended up buying out all of Ericsson’s share of Sony Ericsson. The unified brand started selling their Android based smartphones under the Xperia brand name, aimed at young users with an active lifestyle. Initially Sony released phones under various product lines such as Walkman, Cyber-shot and Bravia aimed at music enthusiasts, photography lover and those who wanted to the best display on their phones respectively. With multiple product lines Sony later decided to consolidate its mobile business and focus on the premium flagship segment only. It is said that the move was made keeping in mind Sony’s goal of only providing the very best to its customers.