INTERVIEW – In smartphones, Sony has chosen to focus on upscale and mature markets. A winning strategy, as Kuni Suzuki, CEO of Sony Mobile, which has just launched a new generation of connected accessories.
LE FIGARO. – Sony launches new flagship smartphone every six months, while your competitors are doing every twelve months. You just introduced the Xperia Z3. This rhythm is it sustainable?
KUNI SUZUKI. – We show improvements in our technologies, six months apart. We improved integrated those Android Sony technologies. We have clear reasons for introducing new products every six months. We will continue to do so if we see marked improvements in key areas. This strategy allowed us to catch up and improve the knowledge of the Sony brand in major countries in Europe, Asia, the United States. Our flagship products are known, the effects are positive.
Sony has regained market share in smartphones
We hold market share in double digits in many countries: France, Spain Germany … In Japan, it is different, there are Sony and Apple, others are far away! China and the United States, Sony is not very strong. We are beginning to return to the American market, with a tablet that is distributed by Verizon. We make a step by step approach of American and Chinese markets.
How do you see the rise of Chinese manufacturers
Chinese automakers will take market share with cheap products. This will not happen all at once, but gradually. Sony is not present in segments where the brand is not “premium”. There is a very big market for smartphones 0-50 euros. We will not go into this category. We must respect the upscale image of the brand.
The world of PlayStation is increasingly integrated with the smartphones.
Yes, can be found on their smartphone or tablet Xperia its PlayStation games, provided they are connected to WiFi from home. You can put the tablet on the stand and play it like on a TV with the handle of the PS4. The tablet is most suitable screen size, although the smartphone may also be used. We are trying to expand the uses and scenarios.
watches connected can they get into this logic?
There are opportunities to transform shows handle. It is equipped with gyro sensors. The trick is knowing how they are used. This is a very exciting field.
Sony introduced a new watch connected SmartWatch 3 and a Strap, SmartBand Talk. Apple will unveil a connected object on Sept. 9, it can weigh on your sales
If Apple enters this market if it is an opportunity. The penetration rate of this type of product is still very low. The challenge is to raise the recognition of the accessories connected to the general public. Furthermore, Sony stands out from others with strong concepts for each object. Our “Lifelog” application is a platform made to collect a lot of data. Fashion and design are very important. The bracelet of the watch can be changed and we invite new partners to make bracelets for SmartWatch 3 This comes on the market.
Apple is also expected in the area of NFC especially for contactless payments.
As Japanese, we are already using much the NFC. I never have money in my pocket, I pay for everything with my smartphone. The Japanese national rail network has agreements with Sony. We also discuss with issuers of credit cards. In Japan, NFC is a standard. Sony also sells the only chips to various operators for the train, financial institutions … Remember that we sold our financial services to focus on semiconductors. In each country, discussions are underway to expand financial services. The NFC goes beyond the payment. This pair is used for both devices, simply by approaching one another. Sony already has 161 NFC devices in its range. In the field of non-contact, we also want to develop inductive charging.
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