Sony 2013 Annual Report Download - page 22

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20
Sony Mobile’s sales and marketing team believes that it is its
mission to tell the world that Sony makes smartphones and
tablets. “Sony is a powerful, well-established brand,” says
Dennis van Schie, Sony Mobile’s Head of Sales and Market-
ing, “but we have only been Sony Mobile for one year, so we
need to keep putting the message out that Sony is now a
major player in the global markets through compelling prod-
ucts like the Xperia™ Z and the Xperia™ Tablet Z, which both
embody the ‘One Sony’ approach.”
　In terms of market priority, van Schie’s principal concerns
are to maintain and eventually grow Sony Mobile’s posi-
tion in Japan, and to regain its traditionally strong position in
Europe. “We are also working to strengthen our presence in
major emerging markets, as well as in China and the United
States.”
　While collaborating closely with key network operators to
maximize the benefits of sales and marketing activities, Sony
Mobile’s 12 global customer units are striving to create a
more retail-focused organization by engaging with custom-
ers at all levels. “We’re enjoying positive momentum with
Xperia™ Z and Xperia™ Tablet Z, ” van Schie explains, “but
we need to stay humble and hungry, and maintain a healthy
determination to build on this momentum and continue driv-
ing growth.”
“Xperia™ Z has had a fantastic response from consumers
and operators alike, which helped it lead the charts in Ja-
pan for weeks after launch,” says Katsuyuki Kaneko, Sony
Mobile’s General Manager of Sales and Marketing in Japan.
“This strong momentum has continued with 640,000 units
of our summer model, the Xperia™ A, being sold in its first
30 days.”*
　Kaneko sees the principal goal of his unit as the establish-
ment of Xperia™ as the country’s preeminent Android™-
based smartphone brand. “We’ve emphasized Sony’s
highly competitive digital imaging and other technologies in
Japan, which have won over network operators,” he says.
“We’ve also enhanced in-store displays and included other
Sony electronics products to better showcase Xperia™ de-
vices and communicate their superior connectivity. We in-
tend to expand joint promotions and campaigns with other
parts of the Sony Group.”
Telling the World
Leading the Charge in Japan
* Source: NTT DOCOMO, INC.
Dennis van Schie
Senior Vice President, Head of
Sales and Marketing, Sony Mobile
Communications AB
Katsuyuki Kaneko
Head of Marketing Department,
Sales & Marketing Division,
Sony Mobile Communications
Japan, Inc.
“Xperia™ Z has both rational benefits and emotional benefits. It’s
beautiful. You can take gorgeous photographs and videos and enjoy
superior entertainment. You’re one click away from your family and
friends. In most people’s minds, that is Sony.”
“Sony Mobile’s global marketing campaign has been particularly
effective in achieving recognition of Xperia™ Z in Japan as a device that
integrates a broad range of advanced Sony technologies.”