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Richa Mishra

The company aims to create value-added synergy and offer Indian customers a `Total Sony Solution.'

New Delhi , April 16

TO further increase Sony's brand value in India, Sony Corporation has worked out an aggressive strategy for the country. With close collaboration among all Sony companies (hardware, software, entertainment) in India and working hand-in-hand with its business partners, Sony will be able to achieve greater synergy and growth in this key country, Mr Fujio Nishida, Chief Marketing Officer, Sony Corporation, has said.

At a recent meeting of its dealers, the company identified several key markets that have potential for rapid growth, India being one of them.

The main objective of the dealers' conference was to share with its trade partners the sales direction for the company, apart from introducing some new products that will be launched in India this year, Mr Nishida said.

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 a competitive advantage over others, he said. "This is in line with its aim to be a total broadband network entertainment company by converging both hardware and content businesses together," Mr Nishida said.

Elaborating on the business strategy for Sony India, Mr Keiichi Sakamoto, Managing Director of Sony India, said the company had achieved over 20 per cent growth in sales in the last fiscal year (ended March 31, 2004) compared to the previous year. "The focus will be on the needs of Indian customers and to provide audio-video (AV) systems to match their lifestyle. The company also aims to create a new lifestyle solution based on IT 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 middle of 2004."

Apart from this, the timely introduction of state-of-the-art high technology products for consumer use, i.e. high definition-ready products, will also strengthen the company's position. In line with the strategy, Sony India will continue to work closely with its trade partners to expand the local market and offer its customers a wider range of Sony products at affordable prices.

Customer service is also a key focus for Sony India. It will continue to strengthen its service and support operations, with the opening of several new service centres this year.

India is also contributing 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, he said. Sony India will continue to utilise the skilled technology manpower in this country to complement the activities of its software facilities worldwide.

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