Sony launches new flagship smart phone, aims for No 3 in Thai market
Sony yesterday launched its latest flagship smart phone, Xperia Z1, for Southeast Asia. The company aims to become the No 3 smart-phone provider in selected key markets around the world, including Thailand.
Matthew Lang, corporate vice president and head of Southeast Asia and Oceania of Sony Mobile Communications, said the company positioned itself as the provider of premium smart phones empowered by Sony’s technologies, including quality displays and cameras.
He said that globally, in the first quarter of Sony’s 2013 fiscal year, from April to June, it sold 9.6 million smart phones, and it aimed to sell 42 million throughout this year.
The strength of Sony is its retail channels that focus very much on Sony Electronics’ partners in every country, he said. The company will advertise more to increase sales.
"We will spend a lot more on marketing to push our key message that the power of Sony is now combined into Sony smart phones," Lang said.
"Apart from products, our strength is about the distribution channels. We will optimise Sony’s electronics retail channels in every country to [bring] Sony smart phones to consumers. 2013 is the breakthrough year for Sony Mobile; our goal is to be the real premium brand in smart phones in the key markets around the world." He added that Sony focused on Southeast Asia and Oceania by working closely with local partners.
In Thailand, Lang said, Sony’s market share is continuing growing and it expects to become No 3 in the smart-phone market in the Kingdom.
Xperia Z1 is a waterproof smart phone that combines Sony’s technologies, entertainment, and wide range of companion products.
Krit Prapatsakdi, head of sales and marketing of Sony Thai Co, said that according to market researcher Gfk, the Thai smart-phone market was expected to grow by 37 per cent to around Bt54 billion this year. This growth is being driven by various factors such as the launch of third-generation wireless broadband by three operators and the move towards 4G. Sony plans to cooperate with True Corp to offer a 4G LTE smart phone.
The parent firm expects smart phones to be one of the key products driving Sony Thai’s business.
He said the company was poised to be a premium-product alternative to Samsung and Apple, as mobile devices including smart phones and tablets were a strong focus for Sony.
As an additional marketing strategy, Sony will focus on expanding its relationships with key operators, leveraging the brand in both established and emerging channels and collaborating with Sony stores in Thailand at the retail level.
