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The market for mobile phones and tablets has been booming in India, and has emerged as one of the fastest-growing and revenue-intensive segment in the consumer electronics space. While companies like Samsung and Apple and homegrown brands such as Micromax and Karbonn dominate the segment, Japan's Sony is also making an aggressive pitch in this category as the company re-orients its mobile business under the 'Xperia' range to make it one of its biggest revenue streams, even ahead of Bravia television division. Kenichiro Hibi , MD of Sony in India, speaks to TOI about the company's future plans on a day it launched its flagship mobile phone, Xperia Z1, priced at Rs 44,990. Excerpts: You launch Z1 within days of unveiling it at IFA, Berlin. What makes you confident about the brand, considering that it competes with heavyweights like Samsung S4 and Apple's iPhone? It is a fact that we have formidable rivals, but the market for mobile phones is also huge. While Apple and Samsung are there in the market, the momentum has been changing. Earlier, we were seen as a mid-tier brand but now we are seen as a premium offering, especially as many features on our phones are unique like their picture and sound quality. We have premium recognition in the market. Has it been easy to crack into the mobile phone business? It has been challenging, and we have made substantial investments in advertising as well as development of distributors. How much would you have invested over the last one year, since the time you came out solo in the market with Xperia after the split with Ericsson? Over the last one year, we would have spent in excess of Rs 300 crore for establishing the mobile phone brand, including on development of distributors as well as on marketing communications. Has the move paid dividends for Sony and have you been able to get a foothold in the smartphone market? As per GFK industry numbers, we have been able to achieve a 10% share in the smartphone business, and this is growing. What is Sony's price range in mobile phones? While we have Tipo that is a sub-Rs 10,000 phone and the cheapest in our range, the Xperia Z Ultra is the most expensive at Rs 46,990. There is a big market in India for cheaper phone sets as well. Do you have any plans to launch a new phone series below the Tipo range? While we have had a lot of discussions on this, there are no immediate plans as of now. The first priority as far as Sony's mobile range is concerned is to establish it as a premium brand. You are competing with brands like Samsung and Nokia, which have a manufacturing presence in India. Does Sony has any plan to set up a factory here, especially as this also protects you from dangers like the massive rupee depreciation that happened recently? There are no concrete plans as of now. We are comfortable with the current model of importing our phones from China With so much of a focus on mobile phones, can you give an idea of their contribution to Sony India's overall business ? The contribution from mobiles has been m oving up swiftly and stands at 10-15% now, and growing. We expect this share to move up to 30% by the end of this financial year. What about Bravia, your TV division? Bravia stands at 35% now to our overall revenues, and we expect that in the coming years, the mobile business will grow larger than it. We expect it to account for more than half of our revenues How were your revenues last fiscal, and where do you see them going this year, especially with the Indian economy caught in a slowdown? Sony has been growing rapidly in India, and moved up 27% last fiscal to finish the year at Rs 8,007 crore. We are expecting an even healthier growth this year, at 30%, mainly fed by the demand for our Xperia range of smartphones. They will be a big driver to our revenues. Can you give an idea about the overall market for Sony's products in Indian market? The mobile business has been growing very fast for us, and even the Bravia TV range has moved up. However, the IT division of Vaio computers has been flat and there has been a dip in point-and-shoot camera business. The festive season in the north is around the corner. How do you expect it to be this year? The beginning has been good with Onam in the south and we expect the momentum to continue. We have planned offers and schemes for the festive season, with promotions like assured gifts as well as attractive EMI schemes.  via Technology - Google News http://news.google.com/news/url?sa=t&fd=R&usg=AFQjCNHZ70sxGL0EMEk6u4Kp5BNramhYzg&url=http://timesofindia.indiatimes.com/business/india-business/Mobile-phones-to-drive-Sonys-growth-in-India-Kenichiro-Hibi/articleshow/22735921.cms | |||
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