Sony 2011 Annual Report Download - page 17

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15
Emerging Markets
Lastly, we have the promising emerging markets.
　Global gross domestic product (GDP) is expected to grow by 3.5% annually through calendar year
2013, and GDP in emerging markets is expected to substantially outpace the global average. For ex-
ample, it is said that the BRIC markets—Brazil, Russia, India and China—will account for more than
20% of global GDP in three years. Consumer electronics sales in the emerging markets are expected
to grow sharply—18% annual growth is forecast for the BRIC markets—and Sony views the emerging
markets as vital to our growth strategy. We grew our sales (local currency basis) in the BRIC markets by
approximately 40% in fiscal year 2010 compared to the previous year, and we expect our sales growth
in the emerging markets to continue to greatly exceed that of the market.
　There are considerable regional differences within the emerging markets, and therefore to capture
market growth, we must ensure our operations are rooted firmly in each local community. Looking
ahead, we will grow by capitalizing on our accrued brand strength, and on our extensive and carefully
tailored local sales networks, as well as by taking advantage of our unique position as a company with
operations that also encompass the B2B and entertainment fields.
　In March 2011, I visited India’s entertainment capital, Mumbai, to take part in a ceremony to inaugurate
the Sony Media Technology Centre.*8 There I had the opportunity to speak with people involved in the
production of movies, television and other content both from inside and outside Sony, and I could feel
just how vital the entertainment industry is in India. I also experienced firsthand the energy of this fast-
growing nation, and was particularly pleased to see bold “Sony BRAVIA” billboards along roads abuzz
with speeding cars and auto rickshaws.
*8 For more information on the Sony Media Technology Centre, see this year’s special feature on page 32.