Sony Ericsson sets aggressive plans for Indian market
NDTV: You have announced the launch of new mobile phones in India. What is getting you so excited about India?
Hideki Komiyama: As we understand that India is the fastest growing mobile phone market and seeing huge potential of this market, we thought to be part of this boom. It is high on Sony Ericsson’s growth agenda to be part of this market,
NDTV: Can you give us some details about your newly launched products?
Hideki Komiyama: Our new mobile phones are tailored according to the needs of Indian consumers. Some of the features include high quality sound, sleek design and better functionality. These products are designed and manufactured in India.
NDTV: It is expected that the number of around 250 million telecom subscribers will double in next few years. How big will this be as an opportunity for you?
Hideki Komiyama: At present Sony Ericsson is a young company, a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. In a short span of time we have established our global presence while registering an annual growth of 38 per cent. We have steadily grown in India as presently we are doubling in terms of market share.
NDTV: When you invite your top managers in India, what message do you send to the world market?
Hideki Komiyama: As I said Sony Ericsoon is a young firm so there are many issues top on the list of management for better understanding of the market. To discuss the potential and future of Indian market, we invite not only regional team but also global team.
NDTV: Does phones developed in the Indian market have potential to become world phones as well?
Hideki Komiyama: Yes, there is definitely the scope. The cost effective handsets with additional features certainly has good market worldwide. Though we are building our foundation in India in R&D and manufacturing, I am sure in near future we can bring these designs to other parts of the world.
NDTV: Is manufacturing high on your agenda looking at potential of the market?
Hideki Komiyama: As you understand manufacturing requires strategic planning and investment so I think we need some learning and experience before deciding on how we can progress in this area. We have just started building this capability last year while at the same time looking into contractual manufacturing.
NDTV: What is your strategy to cater to lower end of mobile buyers.
Hideki Komiyama: The mobile phone segment catering to low-end market is certainly large. As far as we are concerned we want to make it an affordable entertainment device. Our product strategy is to make competitive products with more applications.
NDTV: Are you going to enter into Rs 1000 phone segment?
Hideki Komiyama: We are capable to support the whole portfolio from low end to high end market, so certainly we’ll do that. Although there are different requirements of various market segments but we are interested in middle to high end market providing additional features.
NDTV: Do you have some strategy to push ‘handset bundling scheme’ segment in India?
Hideki Komiyama: To offer such a package, we need to chalk out a long term plan However, it largely depends on operator’s strategy.
NDTV: Are you planning to increase mobile handsets available in regional languages?
Hideki Komiyama: Yes, but it depends on the market requirements. Since we now better understand the need of the markets so there is a possibility to accommodating such demands in our future products.
NDTV: What kinds of different services will be available on mobile handsets using the 3G services?
Hideki Komiyama: The advancement of telecommunication technology really enhances the capability of mobile handsets in many different ways. 3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity. 3G services allow video calling, television programs, obtaining information and news, e-mail, games, film, sport and to download songs and music videos.
NDTV: Can you throw more light on your position in Indian market?
Hideki Komiyama: According to our numbers, we are the second largest player in the Indian market in terms of volume. But as we are making inroads into the Indian market along with manufacturing, design, application and service capabilities, I am sure that we’ll keep the momentum in keeping our position. But our intent is to make best innovative product so market share comes later.
NDTV: How will you address the consumer that you are unique?
Hideki Komiyama: I think to deliver this message we have to communicate proactively to the consumer. Besides advertising what is more important is display at the store.
NDTV: How big is the replacement market for Sony Ericsson?
Hideki Komiyama: I think with the growing base of mobile users in India, there is definitely a huge base for replacement market.
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Hideki Komiyama: As we understand that India is the fastest growing mobile phone market and seeing huge potential of this market, we thought to be part of this boom. It is high on Sony Ericsson’s growth agenda to be part of this market,
NDTV: Can you give us some details about your newly launched products?
Hideki Komiyama: Our new mobile phones are tailored according to the needs of Indian consumers. Some of the features include high quality sound, sleek design and better functionality. These products are designed and manufactured in India.
NDTV: It is expected that the number of around 250 million telecom subscribers will double in next few years. How big will this be as an opportunity for you?
Hideki Komiyama: At present Sony Ericsson is a young company, a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. In a short span of time we have established our global presence while registering an annual growth of 38 per cent. We have steadily grown in India as presently we are doubling in terms of market share.
NDTV: When you invite your top managers in India, what message do you send to the world market?
Hideki Komiyama: As I said Sony Ericsoon is a young firm so there are many issues top on the list of management for better understanding of the market. To discuss the potential and future of Indian market, we invite not only regional team but also global team.
NDTV: Does phones developed in the Indian market have potential to become world phones as well?
Hideki Komiyama: Yes, there is definitely the scope. The cost effective handsets with additional features certainly has good market worldwide. Though we are building our foundation in India in R&D and manufacturing, I am sure in near future we can bring these designs to other parts of the world.
NDTV: Is manufacturing high on your agenda looking at potential of the market?
Hideki Komiyama: As you understand manufacturing requires strategic planning and investment so I think we need some learning and experience before deciding on how we can progress in this area. We have just started building this capability last year while at the same time looking into contractual manufacturing.
NDTV: What is your strategy to cater to lower end of mobile buyers.
Hideki Komiyama: The mobile phone segment catering to low-end market is certainly large. As far as we are concerned we want to make it an affordable entertainment device. Our product strategy is to make competitive products with more applications.
NDTV: Are you going to enter into Rs 1000 phone segment?
Hideki Komiyama: We are capable to support the whole portfolio from low end to high end market, so certainly we’ll do that. Although there are different requirements of various market segments but we are interested in middle to high end market providing additional features.
NDTV: Do you have some strategy to push ‘handset bundling scheme’ segment in India?
Hideki Komiyama: To offer such a package, we need to chalk out a long term plan However, it largely depends on operator’s strategy.
NDTV: Are you planning to increase mobile handsets available in regional languages?
Hideki Komiyama: Yes, but it depends on the market requirements. Since we now better understand the need of the markets so there is a possibility to accommodating such demands in our future products.
NDTV: What kinds of different services will be available on mobile handsets using the 3G services?
Hideki Komiyama: The advancement of telecommunication technology really enhances the capability of mobile handsets in many different ways. 3G technologies enable network operators to offer users a wider range of more advanced services while achieving greater network capacity. 3G services allow video calling, television programs, obtaining information and news, e-mail, games, film, sport and to download songs and music videos.
NDTV: Can you throw more light on your position in Indian market?
Hideki Komiyama: According to our numbers, we are the second largest player in the Indian market in terms of volume. But as we are making inroads into the Indian market along with manufacturing, design, application and service capabilities, I am sure that we’ll keep the momentum in keeping our position. But our intent is to make best innovative product so market share comes later.
NDTV: How will you address the consumer that you are unique?
Hideki Komiyama: I think to deliver this message we have to communicate proactively to the consumer. Besides advertising what is more important is display at the store.
NDTV: How big is the replacement market for Sony Ericsson?
Hideki Komiyama: I think with the growing base of mobile users in India, there is definitely a huge base for replacement market.
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