Sony India plans to launch entry-level smartphones specifically for the Indian market even as the Japanese company moves out of this segment globally, managing director Kenichiro Hibi said, adding that such phones might even be manufactured in India.
Sony plans to replicate its television strategy for smartphones in India. Hibi said the Indian business is completely different from global operations because it is one of the few countries growing at a rapid pace, even faster than China.
"Hence, it would require a separate strategy. For instance, in smartphones, Sony may not globally have models in the Rs 8,000-10,000 range, but we have to launch such models in India to survive in this tough market where there are almost 100 smartphone brands," said Hibi.
Sony has a 30% value share in LED televisions in India, while its value market share in smartphones has been stagnant at about 10% for the past year. Sony forayed into the small-screen LED televisions last year with 22-inch and 24-inch models, instantly gaining market share. It wants to pursue a similar strategy for smartphones locally and expects to touch the 15% market share mark.
Hibi will visit Japan this week to discuss the India strategy, including the company's 'Make in India' plans, with Sony Corp global president and chief executive Kazuo Hirai.
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