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Sony India is targeting to become one of the top three smartphone company in India in the year 2013-14, and looks at increasing its market share from the current nine per cent to 15-16 per cent in value terms by the time.
The company, which has separated from the Swedish firm Ericsson in the mobile phone business earlier, has also said that it has planned to triple the market budget to Rs 300 crore in 2013 in India and expects a turnover of Rs 3,500 crore in the year 2013-14.
Speaking to reporters in the sidelines of the regional launch of Sony India's new smartphone, Xperia Z, Sachin Thaper, head - sales and marketing, mobile division, said, "Our target is to become the top three brand in smartphone segment in India. We will have a market share of 15-16 per cent value wise, in FY 2013 (2013-14)."
He added that the company is not looking at passing over the increase in customs duty from one per cent to six per cent in the Union Budget 2013-14, of its existing products to the customers. "The price of Xperia Z, which is launched now, includes the increased customs duty. But we are not looking at increasing the price of existing products in the wake of the increase in customs duty," he said. The company imports all its products from overseas to India and at present there are no plans to manufacture the products in India, though the strategies are constantly under review by the global office.
At present, the company has only come up with a one year strategy for the year 2013-14, while a three year medium term strategy would be announced later. However, the company is looking at expanding market presence in India both in terms of new products and sales and aftersales outlets. It would also combine the offerings of the other brands of Sony India, such as the music and video services, to offer better value added services to the Xperia customers.
After launch of the flagship product, Xperia Z, at a price of Rs 38,990 per unit, the company is also looking at launching another phone, E Series at the range of around Rs 10,990 per unit. It is also planning to launch its tablet, Xperia Tablet Z, a 10.1 inch full HD display product which the company claims to be slimmest and lightest in the tablet category, in India in early May, 2013.
It would increase the sales chain from around 3,000 outlets at present to 8000 outlets in the year 2013-14. It would also increase the service points from 200 in FY 2012 (2011-12) to 300 in FY 2013, he added.
In Tamil Nadu, the company expects a sales of Rs 400 crore in this year and plans to spend around Rs 33 crore in marketing activities. The State contributes around 11 per cent of the overall market for Xperia in India, he added. It has also tied up with multibrand mobile handset retail chain UniverCell, to sell the product in Southern States.
