The education segment, social marketing and SMBs are driving business for the notebook segment in India. Sachin Thapar, Head, IT & Mobile Business, Sony India, talked to KTP Radhika about Sony’s focus on innovation and its plans for mobile computing
How does Sony’s focus on innovation differ from that of other companies?
Creating new and innovative products is in our DNA. Sony is a technology company with an intimate understanding of the creative possibilities of content. Sony India will continue to roll out unique products with cutting edge technology for the Indian market in line with our ideology to manufacture products that fit the Sony brand image.
For example, Sony Tablets are optimally designed and are differentiated from other devices. With its uniquely asymmetric design, the Sony Tablet S is similar to a magazine that’s been folded over, which gives it a finely balanced feel, as well as a sense of lightness that makes it a true pleasure to hold and use for hours on end. On the other hand, the dual screen design of Sony Tablet P provides an optimized entertainment experience and portability. One can watch video on one screen while using the other to control it or check e-mail while using the other screen as a keyboard. On the technology side, our tablets have a Universal Remote Control Feature and are PlayStation-enabled. They are powered by DLNA technology, which helps with cross-device connectivity. They also sport unique folding, clamshell designs.
What is the tablet market scenario in India? Many vendors are coming out with low-cost tablets for the education sector. Are you looking at that market?
The Indian tablet market is at a nascent stage. We launched two tablets in India, the Tablet S and Tablet P. At the start of 2012, we launched the 3G versions of Tablet S and P as well. As of now, we plan to focus on our existing products. We follow a three pillar strategy that includes technological advances, channel expansion and effective marketing strategies. We also try to maximize reach to our target consumer through channel development which helps us in strengthening our distribution network.
What are the trends in notebook market? How is the VAIO series faring in India?
The notebook market in India is poised to grow at a steady pace with some prevalent trends like the Internet revolution, digitization of education and social marketing, which have resulted in high growth and extensive penetration of laptops into the Indian market.
Education is a massive and fast growing segment, which is spearheading the growth of notebooks. There is increased notebook usage by students, educational institutions and education support centers. Digital curriculum platforms in schools, colleges and universities are some of the new trends emerging in the consumer electronics market. Another significant contribution to the growth of the notebook category comes from the small business category that includes start-up companies, SOHO and self generated businesses.
As per IDC’s findings, the Sony VAIO emerged as the market leader in the consumer notebook market in the fourth quarter of 2011, grabbing a market share of 20% by volume. VAIO is the fastest growing laptop brand in India with 18% growth from Q3, 2011. Our market share has risen consistently in the past two years, from 6% in Q1, 2010 to the current 20% in Q4, 2011. In FY10, Sony sold 2.5 lakh VAIO notebooks which went up to 5 lakh notebooks in FY11.
Where do you think the next phase of growth in the Indian tech market will emerge from?
We keep upgrading our products with new technology, thereby adding some unique Sony features, which distinguish them from other brands. We will soon be coming with a new product line-up and promise to provide the best computing experience to our customers. In the current scenario, the notebook segment is ruling the roost; however, new age communication devices such as tablets, smartphones and ultrabooks are likely to gain tremendous popularity in the future.
