Sony 2013 Annual Report Download - page 23

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21
“In Germany, Xperia™ Z sold out within two hours of hit-
ting the shelves,” says Gerhard Sturm, Sony Mobile’s Gen-
eral Manager of Sales and Marketing for Central Europe.
“The response in other markets was just as positive. In the
beginning of 2012, very few people in Central Europe as-
sociated Sony with smartphones and our market share was
quite low. However, we rose to number three in all of our
main markets by late 2012—Germany, Poland and Austria*.
Now, thanks to the Xperia™ Z, awareness of Sony as a
manufacturer of smartphones is very high. Our devices are
competitive and people recognize the extraordinary poten-
tial of Sony.”
　Sturm’s unit is following the overall Sony Mobile strat-
egy for sales and marketing. “We now have a team that’s
strong, wants to win, and believes in Sony,” says Sturm. “I’m
confident that this team can help us take our business to
the next level.”
Building a Stronger Profile in Central Europe
Gerhard Sturm
General Manager, Sales and
Marketing (Central Europe), Sony
Mobile Communications AB
* Source: GfK Retail and Technology, Smartphone market share (in volume), full
year 2012
“Our thinking is very much medium-range. We’ve formulated an
improvement plan for the next few years that outlines specific actions
and activities that we will undertake together with our customers.”
Changing Sony
Xperia™ Z and Xperia™ Tablet Z underscore Sony’s
time-honored commitment to providing unique Sony
products, services and user experiences that inspire
dreams, fulfill curiosity and enrich lives.
　“The allure of Xperia™ Z and Xperia™ Tablet Z and
the rich, distinctively Sony user experiences they de-
liver, combined with a love for the Sony brand, have
brought a lot of positive feedback from customers,
consumers and opinion leaders the world over,” says
Kunimasa Suzuki, president and CEO of Sony Mobile.
“People are really excited about these products.”
　“Being a full member of the Sony Group enables us
to work with other areas of Sony in new and innova-
tive ways. In this respect, Sony Mobile and Xperia™
devices really are emblematic of the ‘One Sony’
approach and its emphasis on channeling Sony’s
cutting-edge technologies, assets and resources. Of
course, it’s not just us. Everyone at Sony recognizes
the importance of cooperating to drive growth and
generate new value. We are seeing the benefits of
this approach across the entire Group. Together, we
really are changing Sony. Look for exciting things
from us in the years ahead.”