Sony MEA eyes 20% growth
dubai — Sony Middle East and Africa is making an aggressive push across its entire line-up as part of its goal to achieve 20 per cent growth in 2017, its newlyminted managing director said.
Taro Kimura acknowledged the downturn in the Japanese technology giant’s business in years past, but then touted the company’s strategy that was able to turn it around more recently.
Kimura, who his now in his third tour of duty in the region and second in the UAE, is confident and determined, especially in the UAE. “We will not lose market share that easily.”
Speaking to Khaleej Times, Kimura said he was excited in his return to the UAE, having served from 2005 to 2011, a period that he says saw the country “rapidly developing”. “I have a lot of familiarity in this market,” he said. “As a brand, we have to continue communicating with our customers.”
Kimura’s business product strategy is aimed at placing Sony MEA and its partners in a stronger position to gain more market share, focusing on its core categories — television, digital imaging and audio products, in which it looks to grow sales by 26 per cent, 52 per cent (interchangeable lens category) and 11 per cent, respectively.
Spearheading Sony MEA’s plans is the new Bravia OLED A1 Series TV, which was unveiled at this year’s Consumer Electronics Show in Las Vegas to positive reviews.
The new TV — the category which Kimura terms as the business’ “key driver” — boasts a sleeker design and advanced picture technology.
Sony MEA is also aggressively pushing its Alpha digital cameras and noise-cancelling MDX1000X headphones.
“We have to make sure that customers have the best experience before and after they buy,” he said.
Asked if UAE consumers are picky, he had a straightforward answer. “There are those who pick up a cheaper device,” he said. “But there are still those who are willing to pay a premium to have something better. The price gap is validated by technologies; it makes people’s life convenient and enjoyable. Value for money is different for people depending on their income, so we try our best to make our prices competitive.”
— alvin@khaleejtimes.com