Sony aims high with pricey, premium phones

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By JIRAPAN BOONNOON
THE NATION

SONY expects to achieve a market share of 10 per cent for premium smartphones priced from Bt20,000 by the end of this year. The company also announced a new flagship model for the Thai market, the Sony Xperia XZ2.

Satoshi Mekata, general manager for the mobile sales division of Sony Thai, said that the premium smartphone market – with models priced from Bt20,000 – was growing strongly in Thailand, although it has high competition,

The Xperia XZ2 is aimed at users seeking entertainment features, “with cutting-edge technology such as a dynamic vibration system and new designs with craftsmanship to support the lifestyle of customers”, as well as providing hand comfort.

It also has an advanced Motion Eye camera, which the company says will “drive the mobile entertainment to the extreme”, the company said.

It is powered by Android 8.0 Oreo, with a Qualcomm 845 processor and a 5.7-inch HDR full HD display. It is priced at Bt25,990 and will available to the market in April 27.

“The XZ2 is the first premium smartphone that has been manufactured and assembled in Thailand for distribution to the global market. The XZ2 is a premium smartphone that comes with extreme video and photo capabilities,” Mekata said.

“We will focus on the entertainment market and utilise digital marketing and create activities to drive the market. The premium smartphone is a high-potential market and the market is still continuing to grow amid high competition.”

He said that Thailand is important market for the Japanese technology giant and it is the second-largest by value for smartphones in the region, after Indonesia.

The company expects that the premium smartphone market in Thailand – with prices from Bt20,000 in Thailand – will reach around 1.5 million units by the end of this year. The firm expects to reach market share of around 10 per cent for premium models by the end of this year.

It also aims to continue come out new premium smartphones in the market in the near future, Mekata said.

The Nation
Republished with permission from The Nation
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