Bangkok--3 Mar--Hill & Knowlton
joins hands with partners to offer an unparalleled internet TV experience, strengthens leadership position with complete home entertainment solutions
Sony Thai Co., Ltd., a leader in innovative electrical appliances and the consumer lifestyle experience, today announced their vision statement, business direction and marketing strategy for 2011 at the Sony Dealer Conference 2011 to reinforce the company’s business growth, and to introduce the “Sony Redefines Entertainment” strategy. The strategy creates a new definition of entertainment with diversified solutions, which has been driven by four key elements, including Product Redefined, Content Redefined, Customer Focus Redefined and Retail Marketing Redefined, strengthening its leadership position in AVIT. Sony also officially launched its new product line-up, with highlights include 20 series of BRAVIA Internet TV and total 3D solutions for home entertainment with Handy-cam video, Cyber-shot, Bloggie, VAIO notebook, 3D Home Theater, Play Station 3 and so on, that offer enjoyable content creation and an unrivalled 3D entertainment experience for consumers. Furthermore, Sony announced that it will work with business partners to create a variety of entertaining content for internet TV. Sony aims to achieve 10% growth and to be the leading company in the AVIT market by offering total entertainment solutions.
Mr. Toru Shimizu, Managing Director of Sony Thai Co., Ltd., says “Last year, the AVIT market was affected by both positive and negative factors, but is still growing - especially in the television and DSLR camera segments which are growing rapidly. Sony has gained 50% growth in the BRAVIA TV segment, and 140% growth in the DSLR camera segment, as a result of our effective marketing strategy and the fact that our products respond to the needs of our target customers. In 2011, we are aiming to strengthen our business growth with the “Sony Redefines Entertainment” strategy, which creates a new definition of the ‘total entertainment experience’. The strategy includes ‘Product Redefined’, which offers a full range of 3D innovation including televisions, digital cameras, games, VAIO notebooks and Internet TV. Another key part of the strategy is Content Redefined, which involves providing diversified content for our customers through Internet TV and 3D solutions, by collaborating with various content creators. The Customer Focus Redefined element of our strategy will mean a focus on service and privilege to leverage the satisfaction of our customers. Finally, Retail Marketing Redefined involves developing an efficient distribution system to improve the distribution process for retailers and customers. With the four key elements of this new strategy, we are confident that Sony Redefines Entertainment will maintain our strong relationship with clients, and help our business to grow by 10% this year”
Mr. Hiroshi Sakamoto, Senior General Manager, Home Entertainment Business Group
Sony Corporation says “As a fast growing segment, LCD TV has experienced growth in the global market, especially in Pan-Asia where there is high potential for market expansion. In 2011, Sony creates a new definition of television through “Sony Internet TV — Television Redefined” to revolutionize the entertainment experience with a variety of online content available 24 hours a day through the Internet TV. In accordance with this technological advancement, Sony has joined hands with over 100 content providers from around the globe including Thailand. The number of BRAVIA Internet TV users has rapidly grown in countries such as Australia and India. For Thailand, the Internet TV trend is rapidly growing as well — in fact 83% of the Sony TVs to be launched in 2011 will feature BRAVIA Internet TV technology. Therefore, launching 3D Internet TVs that feature high quality and sleek design will be a key strategy to drive our business forward this year, and we are confident that many more consumers will immerse themselves in a new entertainment experience.”
In 2011, Sony is stepping forward with its 4-pillared business strategy to reaffirm its leading position and support future business growth:
1. Product Redefined — To revolutionize “Advanced Innovation” with 3D consumer solutions, Sony is the only AITV company to provide a full range of 3D products including 3D BRAVIA TV, 3D Blu-ray player, 3D Home Entertainment, 3D Cyber-shot, 3D Handycam, 3D VAIO, 3D Bloggie, and 3D Playstation3. Besides complete 3D solutions, Sony has also launched Internet Television under the TV Redefined concept to create a new chapter of realistic entertainment.
2. Content Redefined — To offer exclusive online content for internet TV with “Creative Ideas”, Sony has collaborated with various partners, such as Channel 7, Nation Broadcasting Group, MThai and others, to create a range of entertainment content exclusively for Sony BRAVIA TVs. Sony also presents cutting-edge technology in 3D products that allow users to create 3D content by themselves. With Sony’s 3D product portfolio, the users will be able to create content and share it anytime and anywhere.
3. Customer Focus Redefined — To deliver special privileges and services to our “Special Customers”, Sony is continually redeveloping its CRM program to increase customer satisfaction. Sony was very successful with the ‘My Sony’ campaign last year that attracted more than 1 million people to become members of the campaign. Sony is also the only AVIT company with a systematic approach to managing customer relations. In 2011, Sony is now aiming to develop its services and activities to meet customers’ needs directly through the Cash Back program which increases the benefits to My Sony members, who can now get a discount without having to pay by credit card.
4. Retail Marketing Redefined — To develop an “E-Dealers” system, Sony commits to supporting their dealers, distributors and customers by improving the distribution process. With its E-Dealers system, the dealers and retailers will be able to manage their warehouse effectively via online transactions, allowing them to deliver products to customers rapidly and accurately, eliminating unnecessary procedures and leading to greater customer satisfaction.
At the event, Sony also announced its collaboration with three business partners - leading online content creators in Thailand, who will create exclusive entertaining content for Sony’s BRAVIA Internet TV, including BBTV new media (CH 7) — news, entertainment and variety content producer, Nation Broadcasting Corporation (Nation Group) — business news, entertainment news and new technology content creator, and Mono Technology (MThai Website, Gossip Star) — entertainment and lifestyle content provider, as well as YouTube, Facebook, Golf Digest and more. With this extensive range of content, Sony aims to attract more customers by providing enhance customer satisfaction. In addition to this, Sony will further its collaboration with a range of content providers as the year progresses.
New Products
To strengthen the 3D portfolio in Sony 3D world, Sony offers diversified products with sleek design and advance technology to create vibrant experiences for consumers in Thailand’s AVIT market which recently launch more than 50 product models.
BRAVIA LED and LCD Television — There are 24 models in 8 series which highlight 20 product models of BRAVIA Internet TV with choices ranging from 22-inch to 65-inch. Also, Sony offers 3D BRAVIA TV in 11 product models.
Cyber-shot Digital Camera — There are 15 new camera models in 5 series to meet various needs of users, with multi-function, advanced technology and new features such as 3D camera mode, Full HD video recorder (for TX100V, TX10, WX10 and WX7), High Zoom as well as built-in GPS/Compass system (for HX100V and HX9V) combined with colorful and modern designs in every series.
HandyCam Video Camera — There are 8 series of video cameras with one model in particular that is highlighted, the HDR-TD10E is the first Full HD 3D video camera in the world, and it comes with 2 Full HD sensors which are able to record lifelike 3D video content clearly. Moreover, users will be able to view the video content in 2D and 3D from a 3.5” LCD monitor without 3D glasses. Moreover, the HandyCam PJ series, the initial video camera with the best built-in projector in the world, are available in 3 models, thus users will be able to capture their impressive story and enjoy their content through a 60” projector with 5.1 channel stereo every time and everywhere to indulge in their entertainment experience.
Furthermore, there are also other 3D solutions offered by Sony including Home Theater, Blu-ray player, Bloggie, VAIO notebook and headphones which are loved by professional and fashionable people.