Sony, who is set to start making a comeback in 2013, has really turned it on at their CES press conference with a pair of new Ultra Definition 4K TVs, a new Xperia Z smartphone along with new sound gear.

Kazuo Hirai, President and CEO of Sony, kicked off the packed press conference claiming “it’s more than just the hardware components that make Sony products the best.” He says not all LCD panels, for instance, are created equal.

The remark comes as Sony moves to distinguish itself from brands like Samsung, who in recent years have moved into the prestigious end of the consumer electronics market, once dominated by Sony.

“When I was appointed CEO just nine months, I made a commitment to revitalize Sony’s business.” He says he would do that by investing in digital imaging (new cameras) and games (new PlayStation consoles), as well as emerging products”.

Sony expects further growth in 2013.

He said Sony has embarked on several new business alliances, including one with the digital camera company Olympus.

Sony Electronics President and CEO, Phil Molyneux, said during the presentation Sony could still design some great products.

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He cited the Xperia Z which has a quad core Snapdragon processor, a five-inch Full HD screen, Android Jelly Bean and 4G LTE as an example of new Sony technology that was wrapped around Sony styling.

Molyneux claimed the Xperia Z has the smartest, sharpest and brightest screen Sony has ever brought to a smartphone. It has a 13-megapixel camera for still and HD video.

He claims that the new Sony smartphone has a “distinctive look” that allows it to stand out from the crowd. He claimed that a user can blog from a bathtub or in a downpour (the Sony boss is English).

Molyneux claimed that NFC technology was important to Sony and that it’s line of NFC products allow content to be shared wirelessly, with “Sony One touch enabled” for content sharing.

He then moved to show off several other Sony products enabled with One-Touch, including wireless headsets and a sound bar audio system.

“We continue to deliver a new user experience as well,” he says. He is now talking about a new TV app called TV SideView for navigating through content from your smartphone or tablet. It can also be used as a universal remote. The application also supports voice commands.

He said that a new Cyber-shot DCS-WX80 will have connectivity built in for sharing your images with your smartphone and that some new cameras can be outfitted to support Wi-Fi.

Talking about the professional camera market he said that Sony now had its F65 professional 4K Camera, a prototype consumer 4K camera is being shown on Sony’s stand at CES.

He claims that Bravia 4K TVs have led to growth for Sony.

He then introduced a 55-inch and 65-inch Bravia 4K TVs at new price points. They include magnetic fluid speakers to provide high-quality sound. “We are bringing the 4K viewing experience to an even wider audience.” The TV will work with 2K content.