Sony moving in the right direction with focus on mid-range smartphones

by our Indian correspondent – Asif Shaik

sony's xperia z2

About a year ago, we reported that ’Sony’s smartphone growth plan in India looked promising‘. And here we are to proudly report that we were just about right. According to a latest {April 2014] report by IDC, Sony now stands second largest smartphone brand in India (in terms of value sales) demoting Apple into third place. This growth has come from Sony’s continued efforts in improving its smartphones and a renewed focus on mid-range priced devices.

Samsung stands as an undisputed leader with 43 per cent value share in the smartphone market, thanks to its aggressive online and offline marketing push.

Apple value share slid to 7 per cent largely due to the removal of iPhone 4 and iPhone 5 from the market in order to push the sales of newer devices like iPhone 5C and iPhone 5S.

Of course, this plan hasn’t worked too well for Apple.

As per reports, the Sony Xperia C and Sony Xperia M Dual have been the best-selling smartphones in their price range.

Sony has spent an INR 300 crores ($50 million) marketing budget which is nowhere close to what Samsung spends on marketing its Galaxy line-up of smartphones.

Apart from Japan, India might be one of those rare market where Sony has done significantly well.

In India, smartphones within a price bracket of INR 10,000 to INR 20,000 are one of the best-selling ones.

Other popular devices in the same price bracket are Samsung Galaxy Grand 2, Motorola Moto G and the Nokia Lumia 720.

Other Indian brands like Micromax, Karbonn and Xolo have significant amount of market share but they don’t end up in the Top Three brands in terms of value share because of lack of any device offering costing over INR 20,000.

Nokia has introduced its first Android smartphone (based on forked version (AOSP) of Android though), the Nokia X which is doing very well in terms of sales.

Although the Nokia X doesn’t fall into the same hot-selling price bracket, Nokia is planning to launch Nokia X+ and Nokia XL which will.

Currently, Sony’s smartphone market share (in terms of volume) is around 5.5 per cent and Sony is looking forward to increase it to a double digit figure with the launch of promising new smartphones like Xperia E1, Xperia M2, Xperia T2 Ultra and the Xperia Z2 (See it on MySmartPrice).

India is poised to become the world’s leading smartphone market in the next couple of years.

This is why Chinese local smartphone brands like Gionee, Oppo and Xiaomi have already entered or are planning to enter Indian market as soon as possible.

About Asif Shaik

Asif Iqbal Shaik is a consumer electronics expert and computer science graduate turned technology Blogger. Asif is obsessed with gadgets, games, internet and technology brands. He is known as ‘gadget guru’ amongst his friends. He works for the Indian mobile phone price comparison web site,
This article was published in Apple, China, Karbonn, Micromax, Mobile Industry Reports, Motorola, Samsung, Sony, Xolo, android, india and tagged , , , , , , , , , , , . Bookmark the permalink.

3 Responses to Sony moving in the right direction with focus on mid-range smartphones

  1. Pingback: Sony moving in the right direction with focus on mid-range ... | Smart DevicesSmart Devices

  2. Ajit D says:

    Every company has understood that mid range segment is the hottest. People want “value for money” device and mid range segment is best suited for that. Even HTC who is keen to make expensive phones is now interested in this segment by unveiling Desire 816, 610 and 310. I was expecting if you could put some light on the pricing and possible launch date of Xperia M2 but disappointed. I am desperately waiting for the price and launch date of two phones one is undoubtedly the Xperia M2 and other being HTC Desire 816.

  3. admin says:

    As far as we can tell it will be priced about $400 (€289/ INR 24600/£238) and it should appear this month [April 2014].

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