Sony Mobile East Asia executives revealed a plan to consolidate the company’s disparate handset lines under the Xperia X brand, in a presentation to reporters (via Phone Arena). First introduced at Mobile World Congress in Barcelona this past February, the lineup now consists of the Xperia X (pictured above), Xperia X Performance, and Xperia XA.

Currently, the Sony subsidiary offers devices in a range of sub-brands, including Xperia E, Xperia C, Xperia M, and the flagship series, Xperia Z. All of these brandings will apparently be retired in favor of Xperia X as their current offerings reach end-of-life status, according to Hong Kong blog Ring HK.

Along with presenting the Xperia X logo which will grace future packaging and marketing material, executives at the presentation revealed that the company sees the period from 2016-2018 as the third major chapter in its existence. The first two chapters, from 2010-1012 and 2013-2015, were characterized by integrating deeper web connectivity and incorporating Sony’s strengths into handset functionality, respectively.

This third chapter, the Xperia X years, are intended to weave the phones more thoroughly into users’ lives, partially by employing a growing ecosystem of linked accessories like headsets and projectors.

Sony Mobile is in the midst of a years-long process to redefine itself and align more closely with its parent brand, after Sony bought out Ericsson’s ownership stake in the former Sony Ericsson in 2012. This reinvention is occurring under the shadow of inconsistent sales performance and profitability, with Sony prepared to exit the handset market entirely if it can’t prove financially sustainable.