How has been your journey in India? 

One of the early players in the industry, Sony Ericsson (SE)has been present in the Indian market since 2001. The company has been instrumental in creating the category of music phones with Walkman in 2005, of which we have sold over 100 million phones, set the benchmark of imaging with Cyber-shot, and we have now set new standards with our portfolio of phones under the Communication Entertainment brand. The Sony Ericsson's DNA has evolved many-fold over the years and is today acknowledged as the communication entertainment brand in the industry. The grand success of our Fab 5 portfolio launched in the month of March this year is a testimony of that. The portfolio comprising a range of Xperia X10 and Vivaz phones brings together impeccable user experience, combined with signature applications - Timescape & Mediascape - that let users keep in touch while on-the-go.

How is SE positioned in a competitive Indian market scenario? 

SE made a foray into the mobile handset arena, when it was at a very nascent stage and has invested a lot in understanding the behaviour of the Indian consumer to come out with a range of varied products from time to time suiting his needs - be it introducing the “walkman phones” or enticing the photography enthusiasts with our “cyber-shot series”. Being a company known for outwitting consumer expectations, we continuously work towards reinvigorating the company's lineup of mobile handsets with state-of-the-art software, evolved features, engaging applications and green innovations.  

Our go-to-market strategy is about communicating how these products complement the lifestyle of our consumers. At Sony Ericsson, we believe in enticing with these rich lifestyle benefits, and enriching with best-in-class hands-on experience in-store. After all, it is not just about buying a gadget - it is an experience that our consumers buy, and we strive to make that experience fulfilling. 

How does SE streamline offerings with the demand? 

As you may be aware, we had an overwhelming consumer response to our signature Xperia X10 and Vivaz range of phones. We are now excited about the soon-to-be-launched portfolio which is an amalgam of touchscreen, walkman & GreenHeart phones comprising – Xperia X8, Yendo – the first full touchscreen walkman phone by Sony Ericsson, Zylo and Spiro – the affordable walkman phones and the Green Heart phones – Cedar and Aspen. Our aim is to make Sony Ericsson more affordable, without losing its aspiration value. 

We have a robust portfolio of Android-based phones comprising Xperia X10 , X10 Mini, X10 Mini Pro and soon-to-be-launched Xperia X8. The phones are positioned as a fusion of best-in- class entertainment capabilities, a rich graphical user interface, unrivalled service plug-ins and mobile content. X8 will be available in India sometime in September.

In the wake of the recently concluded 3G auctions, India is at the epicenter of a ticking telecom revolution and is an integral market for SE Moreover, our target audiences across the world remain the same, and therefore our portfolio also remains consistent across geographies with a few exceptions here and there.  

Do tell us something about your channel presence?

Our extensive network of channel partners helps us to strengthen our presence across the country. We are aware of the purchase experience that consumers expect of SE. Hence, we focus on premium and quality channel presence rather than just growing in numbers. We also ensure engagement with all levels of our channel partners to keep them up-to-date on the latest SE technology and what the consumer wants. 

We have a robust network of 46 Sony Ericsson Experience Stores (SEESs) across the country, where our customers can come and experience our portfolio of products with accessories. Our aim is to let consumers experience our products before making the decision to buy the right phone for their communication entertainments needs - whether its music, photos or videos. 

Also, we have a robust after-sales service network that ensures best service levels are within the reach of our consumers. Apart from a helpline that they can call for any SE related question, we have also recently launched a Free Service Camp this month. In this service camp, any SE user can bring his or her phone for servicing regardless of whether it is under warranty or not. 

How do you look at the current scenario where each day a new brand is born in Indian market?

While I absolutely agree with you on the market being flooded with a number of products and brands suiting individual needs, I would also like to point out that brand loyalty is quite imperative and that is what SE enjoys across the globe, including in India. Also, from a market perspective, most players aim to define their success through the volume game, leading to quality remaining at a mediocre level and limited to the device itself. At Sony Ericsson, we believe in providing value to our customers, and also believe in taking technology to the next level by supporting it with great user experience, instead of limiting it to mere handsets. 

For more contact:
beenish@varindia.com