In terms of the best-selling smartphone manufacturers, Sony ranks third in the world behind Apple and Samsung. To stay there, it seems that the maker of the Xperia Play and Xperia tablets is looking to get itself out of the low-end smartphone market altogether and start making higher quality devices like its fiercest competitors.

Today, Sony’s Xperia product marketing manager Stephen Sneeden detailed the company’s two-year plan to do such a thing.

We’re ready to be a premium smartphone provider, logically then, at the very entry level is where you lose the ‘Sonyness’. And it’s where you cannot implement some of these wonderful things from Sony at such a low cost, we might leave the very entry tier to some other manufacturers. Maybe it’s not the flagship product, but I can still aspire to this other phone that has a number of these same characteristics.

In other words, Sony – a company that used to be widely regarded as a producer of some of the highest-quality devices – is trying to go back to its roots to reestablish that title, and hopefully gain some market share in the process.

Will you be giving Sony another chance when it comes time to get your next smartphone? Let us know in the comments below!