Considering the high mobile penetration rate in the Middle East and a fastidious shift to smartphones in Africa, Sony Mobile Communications is crafting a strategy inclined towards manufacturing high premium handheld devices.
“Our re-energized strategy is all about concentrating on premium products and smartphones. We used to have low, medium and premium products in the market but now our focus is to slowly move away from the low to the premium segment in 2016 and offer consumers premium features,” stated Gita Ghaemmaghami, Regional Marketing Communications Manager, Sony Mobile Communications.
Sony Mobiles is cognizant of the fact that the high mobile penetration rate, specifically in the UAE, not only presents opportunities but also challenges for mobile companies. One of the key objectives for the company is to grow its market share and ‘value’ share. “Everyone wants to have more than one mobile. While this increases the chance of selling when it comes so volume, we focus on increasing the value share as well, and hence the focus on premium segment,” commented Ms Ghaemmaghami.
Another area that Sony Mobile is upping its investment in, is wearable technology. Eyeing to position it as a core strategy for its future, Sony Mobile is working on improving all aspects of the smart watch including profitability. “We believe we are the pioneers when it comes to wearable technology. We had entered the smart watch space three years ago, when other manufactures looked at it a year ago. This year, Sony Mobiles is on its third version of the smart watch. People like to stay connected at all times and this gives them that flexibility of not carrying a smart phone but having it on their wrist,” Ms Ghaemmaghami commented.
Sony Mobile’s year ahead will be see outcomes of a fine-tuned approach that has put very sharp focus on specific product and segments. As the electronic major readies its bets, the mobile handset and wearable technology segment can expect some high decibel action.
Five Qs to Gita Ghaemmaghami on the growth trends and road ahead for Sony Mobiles In MEA
How has the smartphone vs the tablet experience been for you? How are consumers utilizing and moving between these devices?
Its subjective. Personally I feel every single consumer needs to have a smartphone to stay connected. It is a commodity, but tablets come to the addition of how you daily get connected. I see many people when they go back home, they like to surf internet, check emails and access social media on a much bigger screen like the tablet.
How does Sony Mobile look to help develop social media integration for better user experiences?
We are considered to be a very digital savvy company, when it comes to social media platform. We have created a special app called the Xperia lounge that offers products and services according to the different regions in MEA with products ranging from music, to entertainment to gaming.
One major growth trend that you see in the mobile industry per se?
IOT is considered as the next big thing and is very important for any technology company. Everybody is trying to get connected and one of the major trends that we are seeing right now.
What are the fastest growing markets of Sony Mobiles in Middle East and Africa?
Fastest growing markets for us include Saudi Arabia, UAE, Turkey, South Africa and Iran. In fact, last year, we also observed double digit growth in Egypt, South Africa and Turkey.
What is the roadmap ahead for Sony Mobiles in MEA?
We rolled out a new communications campaign in GCC this year that focuses on ‘I Can’, where we wanted to give an opportunity to consumers to capture moments and discover the extraordinary in the everyday life.
