Sony to up smartphone output

Sony to up smartphone output

Mr Mekata says purchasing power remains strong for high-end smartphones despite flat growth for the overall market.
Mr Mekata says purchasing power remains strong for high-end smartphones despite flat growth for the overall market.

Sony wants to increase its production of flagship smartphones in Thailand, aiming to increase its market share in the premium segment.

Previously, Sony's smartphone parts were made in China and Thailand, but the latest flagship Sony Xperia XZ2 is the first model fully made in Thailand at the Bangkradi plant, Pathum Thani, said Vongsakorn Sorpitiporn, senior marketing manager for the mobile channel department at Sony Thailand.

Satoshi Mekata, general manager for the mobile sales division, said Thailand, as Sony's second-largest smartphone market in Southeast Asia, trailing Indonesia in terms of value, is a strategic location.

"Although there's been no growth in the smartphone market, Thais have strong purchasing power when it comes to premium devices priced above 20,000 baht, accounting for roughly 10% of annual smartphone sales totalling 16 million units," Mr Mekata said.

Sony said Thai users replace their smartphones every 2½ years, on average, compared with a year and eight months previously, though the replacement period for younger users is shorter.

Sony will focus on the medium- to high-end smartphone market, Mr Mekata said, adding that mid-range units are priced at 13,000-19,999 baht.

Competition in the high-end market will become more intense, driven by market demand and the roll-out of innovative products, he said.

Last year, Sony's share of the premium market was below 10%, and the company is looking to increase that proportion.

Sony yesterday launched the Xperia XZ2, its new flagship device, focusing on mobile entertainment users and in particular video creators and viewers.

"We have brought in our strong capability in cameras, sound and display to make mobile entertainment better," Mr Mekata said.

The phone, priced at 25,990 baht, will be available on April 27.

Customers who pre-order the device will get additional accessories.

Mr Vongsakorn said the company is offering a promotion whereby customers who pre-order the phone at AIS, DTAC and True will get a free Sony PlayStation 4, a value of 14,980 baht.

Do you like the content of this article?
COMMENT
TRENDING

Economy will grow faster in Q3 as investment, tourism return: Arkhom

Thailand's economic growth is expected to accelerate in the third quarter after a weaker-than-expected second quarter as public investment spending increases along with a recovery in tourism, the finance minister said on Wednesday.

17 Aug 2022

Indian smuggler arrested at Suvarnabhumi airport with fox, pythons

An Indian man has been arrested at Thailand's main airport attempting to smuggle out a menagerie of live creatures including a white desert fox and a raccoon, officials said Wednesday.

17 Aug 2022

Investment pledges slump in H1 as foreign projects wane

Investment applications in Thailand dropped by 42% in the first half of 2022 compared to the same period last year, official data showed on Wednesday, led by a sharp fall in foreign projects as the global economy slowed.

17 Aug 2022