'One Sony' aims to up revenue 10%

Last year’s revenue was Bt11.5 billion. TVs and digital cameras still bring in most of Sony’s revenue, at 70 per cent. TVs represent half of its total revenue, while digital cameras account for 20 per cent, notebook computers 15 per cent, and the rest small gadgets, including tablets and smart phones.
Sony Thai managing director Toru Shimizu said that this year the company would emphasise the One Sony strategy to integrate all of its products, both audio-video and information technology, with Sony’s services including movies, music and games to serve customers via across all screens.
“Under One Sony, we highlight our strength in innovative technologies designed to elevate consumers’ entertainment experiences by allowing them to enjoy content and unique applications across various screen sizes and devices while at home or on the go,” Shimizu said.
The company plans a marketing budget of Bt700 million this year. That is a bit lower than last year, because it needs to economise its spending.
“This year, we expect to grow at least at 10 per cent from last year,” Shimizu said.

BELOW-TARGET GROWTH
“Last year, overall we grew by 5 per cent rather than 10 per cent as forecast because of the earthquake in Japan and flooding in Thailand, while the markets in some areas dropped because of external factors. For example, sales of Cyber-shot digital cameras decreased.”
Pinyo Sanguansethakul, senior director of Sony Thai’s channel account management division, said that this year the company had announced more than 50 new product models. These include 23 Bravia LED (light-emitting diode) and LCD (liquid crystal display) TV models; 13 Cyber-shot digital camera models; eight HandyCam video camera models; and three Sony Vaio notebook models.
This year, the company’s highlighted products are still TVs. Sony Bravias are expected to contribute about 50 per cent of revenue.
More than half of the Sony TVs sold this year will be Internet TVs, and Sony’s share of this market segment will increase from 40 per cent last year to 50 per cent. Meanwhile, LED models will account for two-thirds of the Sony TV product line.

DIGITAL CAMERAS
In the digital-camera business this year, Sony Thai will focus on mirror-less models, as this market is growing heavily around the world, including in Thailand. The ratio of sales of mirror-less digital cameras to conventional DSLR (digital single lens reflex) cameras will be 30:70, compared with 19:81 last year.
Shimizu said the company had moved its production base for digital cameras from its flooded factory in Ayutthaya to Chon Buri.
The Chon Buri factory has been expanding production capacity and facilities to produce digital cameras to serve the high growth in demand.
“Our factories in Bang Kradi and Ayutthaya are now idle. We will wait and see what the government’s plans are to prevent floods this year. We plan in the future, within a couple of years, to move our manufacturing facilities from Bang Kradi to Ayutthaya, while we will expand the Ayutthaya factory. But it is still in the planning stage,” Shimizu said.
He added that its strategy to focus on strengthening the value of its core products and to give customers emotional satisfaction with its products and service through the One Sony policy would help the company keep growing this year.
“Thailand is one of the growth markets for Sony in Asia,” he said.