we interviewed the Sony Mobile Marketing Director

Fokus pada pengguna yang paling menuntut: kami mewawancarai Sony Mobile Marketing Director

Launch of the Xperia Z3 + in Brazil

The reaction of users and the specialized press was not very positive after Sony Mobile announced the Xperia Z4 in May this year. To get around this situation, the company’s executives decided to keep this nomenclature only in Japan.

In the other countries where the device is already marketed, as in the European market, the model is now called Xperia Z3 +. We believe that, for the company, convincing users that this smartphone is an update to the Xperia Z3 would be better than placing it as its replacement.

According to Ana Peretti, the device will arrive in Brazil soon and with an exclusive feature for the national market, the dual-SIM 2G / 4G. The strategy of adapting the model to a dual version is totally linked to the Brazilian user’s behavior, as the latest surveys conducted by Sony indicate that 70% of respondents give preference to dual-SIM models.

However, the company is not yet disclosing the price or the exact launch date of the device in Brazil. AndroidPIT was the first site to publish a review in Portuguese of the Xperia Z3 +, and you can check it through the link below:

sony xperia z3 plus final test hero

Xperia Z3 + will have a dual-SIM version in Brazil. / © ANDROIDPIT

Until September this year the Xperia will have the same design

Sony Mobile released a new beta version of the Xperia UI user interface. This new version was released as part of a testing program in Sweden and, according to images published by the company on its official blog, the work done on the new Xperia UI is making it closer to pure Android.

We asked the executive about a possible change in the design line of Xperia smartphones and, according to her, the devices that the company has in its launch schedule until September do not escape the OmniBalance concept.

According to Ana Peretti, from there it is not possible to confirm whether the company’s devices will follow another visual project, this is not yet 100% defined by the company. Well, at least there is an agenda among Sony executives about a possible redesign of the look of the devices, now it will be necessary to wait for the next months.

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z3 z2 4

Omni-balance design present on the Xperia Z3 + (above) and Xperia Z2 (below) ./ © ANDROIDPIT

Focus on the most demanding consumer

Which category does Sony most bet on in Brazil? According to Ana, the track premium it is a segment in which the company is betting a lot. Just as it did in the past with Xperia P and Xperia SP, the company recently introduced the Xperia M4 Aqua in this new category of devices.

These models have a more refined design and extras present in the company’s high-end devices, such as waterproof resistance certification or a stiffer camera. The user of this segment has a higher purchase profile than customers who fall into entry or intermediate categories, that is, he is more demanding and is willing to pay a little more to have these differentials.

According to the executive, the understanding of technology is more widespread among consumers who, in turn, are more demanding in relation to the cost / benefit of a device. Every year Sony reviews its portfolio to make it more competitive, and the premium mid-range segment is a fundamental part of the company’s strategy in Brazil.

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sony xperia m4 aqua screen

Xperia M4 Aqua is a premium intermediary. / © ANDROIDPIT

Financial results

Sony has some reason to celebrate about its financial results. The company recently reported a 39% profit in the first fiscal quarter of this year (ended June 30), the highest since 2007. This mark represents a 207% growth compared to the same period last year.

However, the main sectors responsible for pulling this mark were camera sensors, PlayStation and Sony Pictures. The company’s mobile and communications sector fell by approximately 16%.

For Ana, the company’s portfolio strategy is correct and competitive for the market, mainly for the national market. In Brazil, the range of devices over a thousand reais is where the company gets its best performance.

From January to April 2015, the mobile phone market over a thousand reais grew 28%, while Sony Mobile’s sales grew 200% in the same period, which continues to grow after the launch of the Xperia M4 Aqua. As informed by Ana Peretti, Sony Mobile is among the three main manufacturers in this price range, obtaining about 14% of market share for devices over R $ 1,500.

In relation to other markets, the executive informed us that Spain, India and Asia are countries where Sony has a very strong performance.

Semester cycle of launches for top of the line

Sony understands that the development of technologies for smartphones is evolving at an accelerated level. According to Ana, this acceleration allows the company to bring greater added value to the consumer each semester. One of the pillars of this position of the manufacturer is to offer devices with constantly updated specifications for more demanding consumers or technology enthusiasts.

In addition to meeting market demand, Sony seeks to maintain top-of-the-line devices that are more than a year old with the latest versions of Android. The executive states that the company does not fail to offer support to users who have purchased previous versions, for example, the Xperia Z2 that is already running on Android Lollipop 5.1.1.

The Xperia ZQ has been on the market for more than 24 months and runs on Android Lollipop 5.0.2, and has an update planned for Lollipop 5.1.1 in the coming months.

sony xperia z2 android lollipop

Sony invests in updating its smartphones to retain users. / © ANDROIDPIT

In our chat, I noticed that Sony’s strategic pillars and the belief in the development of exclusive technologies remain fully aligned and active. The company is betting heavily on experiences that are superior to those of competitors, whether directed to their smartphones or smartwatches.

Regarding Sony’s performance, analysts remain optimistic about the company’s next fiscal quarter, as well as consumers waiting for more innovations and launches that are more competitive and relevant to the market.

So, do you have any Sony devices? What is your opinion about the company?

Acknowledgments: Ana Peretti.