Yes, Sony makes phones. And they're coming back to the US - CNET

One of the key reasons for Sony's struggles has been a mixed relationship with the carriers, which is where most people buy phones. The company saw moderate success at T-Mobile, but struggled when it switched its focus to larger partner Verizon. In June, the company showed off the Xperia Z4v, which it customized specifically for the US's largest carrier, but delayed the phone for so long that Sony released the next-generation Xperia Z5 inteationally before it came out. Verizon scrapped the then generation-old Xperia Z4v before it was even released.

In February, Sony quietly released the Xperia Z5 in the US through Amazon, several months after its debut elsewhere.

For the mid-tier Xperia X, low-end Xperia XA, premium Xperia X Performance, as well as the Xperia Ear Bluetooth headset accessory, Sony will forego the traditional route of selling through the carrier and offer the phones on its own site or through retailers such as Amazon. Mesa said he was still working through the deals with other retailers, including physical stores.

The advantage of going directly to the customer is a phonemaker's ability to present the company's whole product lineup in the best light, and being able to "tell the story behind it," Mesa said. In addition, Sony bypassing the carriers means it can bring buyers the latest and greatest phones when they become available around the world. "We've always held back."

But the direct-to-consumer strategy is risky, and already full of competitors. Chinese vendors such as Huawei, ZTE and Alcatel have all set up their own online shops -- some through Amazon -- to sell their phones. The devices tend to be cheaper, although they usually pack in quality components.

"We have to show our clear technical advantage," Sony Mobile US President Kunihiko Shiomi said in an interview. "This is not easy, but we have to try."