The CES, MWC and IFA electronics tradeshows used to be the events where new trends were made and products were unveiled. But lately some of the big manufacturers have shifted their strategies. Samsung, Sony, and Asus have all started to hold exclusive events of their own, to ensure that all the spotlight is on their products.
The Samsung Unpacked event from May, when the Galaxy S3 was unveiled, was probably more popular than both this year’s CES and MWC together, and now Sony is trying to do something similar with an exclusive Berlin press conference and “booth unveiling”.
Sony’s special announcement will take place just two days before the beginning of IFA 2012 (also set to be held in Berlin), and, while we haven’t yet got an invitation from the Japan-based tech giant, we’ll cover the event extensively, right from the “crime scene”.
The guys over at GSM Arena have received one of the first invitations from Sony, but unfortunately it doesn’t say much about what products are to be revealed in Berlin. The invite doesn’t specifically mention the company’s mobile division, but the fact that it was first sent to a website like GSM Arena is a clear indicator that we’ll see one or several new Android smartphones.
There are only a few likely suspects for the headline title of the event, but Sony might also be prepping a surprise. The LT29i, a.k.a. Hayabusa, a.k.a. the global version of the Japanese Xperia GX, could well be made official on August 29, although we frankly expect it to come much sooner.
The LT30 Mint is another high-end Sony smartphone expected to be launched quite soon, with rumors from January stating that it could start selling in September. That possibility seems pretty slim right now, but it’s not impossible that we’ll see the Mint unveiled in Berlin and made available a few weeks later.
Towards the lower end of the range, there are two other Sony smartphones leaked in that launch schedule from January, but both of them are still wrapped in mystery. We haven’t heard a thing about the “AFFM” or the “Atlas” over the last six months, so there’s a good chance they have been either postponed or canceled altogether.
The August 29 event, which is set to start at 16:15 and end at 17:00 (CET), could also be the perfect occasion for the unveiling of a non-smartphone Sony product. We might see a new Walkman or even the much awaited Playstation 4 get some attention.
No matter what devices Sony is planning to unveil next month in Berlin, it’s pretty clear that we’re all in for a treat, so don’t forget to check back to our website to find out what this event is all about.