Switched On: Rubber brands

Each week Ross Rubin contributes Switched On, a column about consumer technology. One sits far atop the Android smartphone heap while the other has recently stepped up its efforts to compete more aggressively by acquiring the stake of its decade-long joint venture partner. But at the recent IFA event, electronics giants Samsung and Sony both acknowledged the importance of their smartphone sub-brands by stretching them into new product categories. For Sony, its Xperia sub-brand hopped across to its tablet while Samsung brought the Galaxy brand to a connected camera.

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