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Sony lines up Rs 10 cr for promoting its tablets

15-December-2011
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Sony lines up Rs 10 cr for promoting its tablets

Though a late entrant, Sony has high ambitions for its tablets growth in India, aiming to be Number 1 in the segment in just next one year. Promising the same was Sony India’s leadership team at the launch event of its latest offering– the Android based Sony Tablet S and Sony Tablet P.

“Yes we are entering late in the market but the whole Tablet phenomenon is new in India and we are hopeful of becoming the Number 1 soon,” said Masaru Tamagawa, Managing Director, Sony India while unveiling the products in the capital yesterday.

The company has dedicated Rs 10 crores for the promotions of two tablets over the next three months targeting TV, Outdoor and Digital media along with Shop Fronts across its 500 outlets. While television will be the dominant medium to reach out to the consumers, the company is also investing substantially for best product experience at the stores, where the product will be available, which include the Sony Vaio stores, organized IT national retailer and the mobile stores. Sony has decided to promote the features, the exclusive content tie-up and the cross-device productivity of the tablet in the coming campaign which has been developed by Sony globally.

A unique feature Sony is betting big upon is the Content sharing pact with various entertainment platforms in India. The company has collaborated with India’s leading content providers to design unique applications for its customers which includes Videochaska - an application service that offers the latest episodes of shows from Sony Entertainment Television and SAB TV in superior quality with an interactive social sharing feature; Star Player – a premium, video-on-demand application service offered on multiple, digital devices to users; Big Flix - a premium, movie-on-demand application service for full length movies across different languages and genres; BollywoodHungama – a content service provider for the latest in Bollywood news, films, Hindi songs and movies and Meragana – a content service provider for the world’s largest library of Indian Karaoke music. While Videochaska would be available free to all Sony Tablet Users for lifetime. Content from Big Flix and Meragana would be available free for certain period of time. These collaborations would play an essential part in the communication strategy by Sony in India for the tablets.

Commenting on the reason behind promoting exclusive content tie-ups, Hideyuki Furumi, Deputy President, VAIO & Mobile Business Group, Sony Corp, said, “It has been observed that Indians are quite like their global counterparts when it comes to consuming photos and images. But they are very particular about the content especially entertainment content they watch. We are providing some exclusive content to our tablet users to feel the experience.”

Priced at Rs. 33,990 and Rs. 36,990 for the 3G + Wi-Fi version, Sony tablets - Tablet S & Tablet P - are targeted at the premium segment consumers in India. And the company does not intend to introduce any new low priced versions in the market in near future. The communication campaign for Sony Tablets will roll out soon in the market. It has spent around 360 crores on advertising this year.

“Our aim would not be to compete with the existing players and fight in the same market. Our focus will be on expanding the category by offering unique and differentiated experiences,” concluded Hideyuki Furumi, Deputy President, VAIO & Mobile Business Group, Sony Corp. JWT handles the creative duties for Sony, while Interactive Avenues handles the digital activities.

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