ELECTRONICS
Ecuadorians are no stranger to the latest gadget, as evidenced by EPSON’s and Sony’s growth in the printing and electronic appliance market recently.
What is an important product you offer on the Ecuador market?
HEISSON NESSI This product is specifically tailored to meet the needs of small businesses and entrepreneurs. Seven years ago, we launched our Ecotank line. This technology was disruptive because we put aside printing with 7ml or 11ml ink cartridges and moved on to a solution that allowed us to print using 70ml tanks. This reduces the cost per page by almost 80%. When we launched Ecotank in the Latin American market, it was home-oriented. Today, the portfolio has greatly diversified, and we are leaders in the category. In Ecuador, we have 81% of the ink tank market. This means eight out of every 10 tank printers sold in the Ecuadorian market are ours. An important part of this portfolio is aimed at the small business segment. We also offer monochromatic printers, double-sided printing, ADF, wide printing from mobile devices, and photographic printing. Entrepreneurs are always looking for products that require few interruptions because each one represents an expense for the company; this is what we offer in the market. We showcase our products at corporate events and provide regular software and hardware updates.
CARLOS ZAVALA We consider Ecuadorian users as early adopters of technology. From our television line, the one with the highest local billing is the 4K OLED TV with a Processor X1 Extreme. The product is beyond expectations. Sony made a name for itself by providing products with the best image quality and the best sound. Our whole TV line is no exception. It is also important to highlight that our televisions come with a unique platform, Android TV. Even though it was launched in 2015 and has evolved significantly, today, this operating system makes our TV the key to turning houses into a smart home. How? Simply by allowing our users to give instructions to their TV to turn the lights off or on, to start the vacuum, to see the security camera from the TV, and much more, without even moving. It is not just about buying a TV just to watch movies but about having a whole new experience with your TV helping you at home. It is about covering a whole lot more of the spectrum and the meaning of home entertainment.
What does Ecuador mean for operations in the Andean region?
HN Ecuador is highly important for EPSON as it ranks third in terms of business turnover. In Ecuador, the brand has evolved around the type of user we are interested in. EPSON started by offering printing and printing consumables; however, five years ago, we began to develop our much more corporate-oriented business solution line. Our technology is different from what exists in the market today, and our intention is to take advantage of this and develop new markets. This includes large format printing such as sublimation and textile printing, which has become particularly important in Ecuador and Central America since around 2016. Every year, we have launched more products oriented to the development of this business. We will close 2019 with a 32% growth in Ecuador. The market is not growing due to present conditions, but we are betting on growth because companies rely on our technologies. We are also growing in the corporate printing segment. Our growth in this market recently since 2015 has been especially phenomenal, with a 75% growth every year.
CZ Currently, Sony Ecuador has three points of sale of its own brand: Sony Store Guayaquil at Mall del Sol, Sony Store Quito at Quicentro, and our e-commerce site. The company also distributes to all our authorized distributors, like Créditos Económicos, La Ganga, Artefacta, Marsimex, and Comandato, a network that has been built throughout Sony’s 20 years in Ecuador. In 2019, we have been focused on creating a profitable company with a future. Within these parameters, we are heavily focused on giving consumers added value with our motto “Go premium.” Consumers do not only buy an electronic device—they also look for added value, like an experience that only Sony can offer. In recent years, we have sought to solidify the operation by giving our consumers a “wow” experience. We want them to enjoy Sony’s know-how through our products, just as much as the engineers who make them. ✖