We witnessed HTC go down the handset overkill route last year, which it later admitted wasn't the best plan and dialled down the number of phones it offered this year, but Sony doesn't share the Taiwanese firm's concerns.
Sony's Head of Xperia Marketing Calum MacDougall told TechRadar: "The mobile industry is very competitive and you are seeing a lot of new products coming all the time, and this is going to be an extremely competitive end of the year.
"You've got iPhone 5 coming, there's going to be other pieces from all our competitors, so the reality is to be competitive, you need to refresh pretty often to bring new and innovative products into the market."
Talking about Sony's now wide range of handsets, MacDougall said: "It does give us some advantage, because we can offer different types of products to different types of markets and consumers."
However it looks like the latest smartphones will be Sony's final offerings of 2012, with MacDougall confirming that the new range will be the firm's flagship mobile devices for the rest of the year.
Get daily insight, inspiration and deals in your inbox
Get the hottest deals available in your inbox plus news, reviews, opinion, analysis and more from the TechRadar team.
John joined TechRadar over a decade ago as Staff Writer for Phones, and over the years has built up a vast knowledge of the tech industry. He's interviewed CEOs from some of the world's biggest tech firms, visited their HQs and has appeared on live TV and radio, including Sky News, BBC News, BBC World News, Al Jazeera, LBC and BBC Radio 4. Originally specializing in phones, tablets and wearables, John is now TechRadar's resident automotive expert, reviewing the latest and greatest EVs and PHEVs on the market. John also looks after the day-to-day running of the site.