Sony Corp steps up Indian campaign

MUMBAI: Electronics goods manufacturer giant Sony Corporation has identified India as one of its key markets that has the potential for rapid growth. To support this growing Indian market and further increase Sony's brand value in India, Sony India is chalking out a number of strategies. The details were divulged in a dealers' conference for Sony World partners held in New Delhi earlier this month.


Attended by Sony Corporation Chief Marketing Officer Fujio Nishida, Sony Electronics Asia Pacific Managing Director Mr Haruyasu Nagata and Sony India Managing Director Mr Keiichi Sakamoto, the conference was held to share the sales direction of the company with trade partners and also to introduce some of the new products.

Sony's has decided to:

*Focus on the needs of the Indian customers and provide AV systems to match their lifestyle.

*Create a new lifestyle solution based on IT technology and to promote AV/IT connectivity among Sony products. This will be made possible with the introduction of the VAIO PC in India in the mid 2004.

*Timely introduction of state-of-the-art high technology products for consumer use.

In line with the above strategies, Sony India will continue to work closely with it trade partners to expand the local market and offer its customers a wider range of Sony products at affordable prices. Together, they will focus on enhancing customer communication, so as to meet the needs and expectations of customers in India.

"Besides hardware, Sony also has entertainment operations in India. With collaboration between all the ventures - Sony India, Sony Ericsson, Sony Pictures Entertainment, Sony Entertainment TV and Sony Music Entertainment - Sony can now create value-added synergy and offer Indian customers a 'Total Sony Solution', gaining advantage over other competitors," said Fujio Nishida. "This is in line with its aim to be a total broadband network entertainment company by converging both hardware and content businesses together," he elaborated.

Besides hardware and entertainment, India contributes to Sony's R&D activities through Sony India's Software Architecture Division (SARD) located in Bangalore. SARD has contributed to many of Sony's hit products including AIBO, CLIE, VAIO PC and digital TV. It was also recently awarded the Software Engineering Institute's Capability Maturity Model (CMM) Level 5 rating, the first among Sony software centers worldwide to achieve this prestigious award. Sony India will continue to utlilise the skilled technology manpower in this country to complement the activities of Sony's software facilities worldwide.

With close collaboration among all Sony companies in India and working hand-in-hand with its business partners, Sony is looking at achieving greater synergy and growth in this key country, thereby contributing to the development of the Indian economy.

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