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What kinds of designer phones does Sony Ericson offer to Indian
customers? What are your plans on launching such phones in future?
Fashion and technology are strongly linked, each influencing the other. The
mobile phone has become an extension of a users wardrobe. Today, consumers
look for products that combine functionality with style. Sony Ericsson is known
for its innovations in design and form factors, which can be termed as designer
models. For Sony Ericsson, the ethos is convenient, fashionable technology.
You will notice the extensive use of colors in our various models as well as
design enhancing features like embedded lighting, which make our models stand
for themselves in terms of the design factor.
What special attention does Sony Ericsson give to this category?
With some of the most innovative features like Shake Control, SenseMe,
PictBridge exclusive to Sony Ericsson, we are trying to create a consumer
experience that acts as a differentiators in todays market. We have to
understand that with this change, consumers are resonating to products and
brands that reflect, the values they hold.
Most mobile vendors are looking at adding more features to their
mobiles and are offering these designer phones at competitive rates. What
strategy does Sony Ericsson plan to use?
Sony Ericssons strategy focuses on establishing it as a preferred mobile
entertainment brand, making substantial investments in manufacturing and
brand-building, and developing innovative product features. In a move aimed to
strengthen our commitment to the Indian market, we also associated with
Bollywood superstar Hrithik Roshan. As Sony Ericssons brand ambassador and
role model for millions of Indian fans, Roshan plays a key role in further
strengthening the brands connection with the local audience in India.
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| Sudhin Mathur, GM,
Sony Ericsson, India |
How do you differentiate your product portfolio?
The focus has moved more towards experience, as features are no more a
differentiator. Features like SensMe, Shake Control, blogging will increase this
consumer experience. Web will be another big segment where consumers will
experience Internet on the phone. Consumers will become more mature and take
more informed decisions.
Charu Khera
maildqindia@cybermedia.co.in Page(s) 1
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