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Sony announces its 2013 business directions with “One-Touch Entertainment” strategy


Bangkok, 3 May 2013 – Sony Thai co., ltd. today announced their vision statement, business direction and marketing strategy for fiscal year 2013 at Sony Press Conference 2013. To reinforce the company’s business growth, Sony introduces its new “Be Moved” communication message in which the consumers can unboundedly capture every touching moments in their lives through the use of Sony’s technology. Sony also offers a new dimension of integrated entertainment and communication, giving consumers the ease and flexibility to share content across different platforms through “One-Touch Entertainment” solution. Furthermore, Sony officially launched its new product line-up including BRAVIA TV, XPERIA Tablet Z, Cyber-shot camera, HandyCam®, home theater set and many more to highlight the company’s strengths in innovative technologies designed to elevate consumers’ entertainment experiences by allowing them to enjoy content and unique applications across various screen sizes and devices while at home or on the go. Lastly, the company also announces its new NEX camera presenter Toey Jarinporn Joonkiat. This move is in response to the company’s refreshed business direction, and positions the company to deliver on its 2013 goals.

Mr. Toru Shimizu, Managing Director, Sony Thai Co., Ltd. said that, “Last year, the overall electricity and portable device market was affected by both positive and negative factors. However, we managed to grow our businesses in many key product categories, especially in smartphone and Interchangeable Lens Digital Cameras segments. Sony has gained 150 percent growth in Xperia™ Sony Smartphone segment, and 50 percent growth in Alpha and NEX camera segment as a result of our effective marketing strategy and the fact that our products respond to the needs of our target customers. In 2013, we expected that the television segment will grow 15 percent in accordance with technological advancement in Thailand’s digital television this year. We are confident that our BRAVIA TV will deliver superb graphic quality as well as the best-sounding, richest audio experience available on a television.”

In addition, Sony is aiming to strengthen its business growth with Sony’s high quality innovations. With new “Be Moved” communication message, Sony aims to create a new dimension of integrated entertainment experience and to communicate how the brand keeps on touching the lives of portable device users around the world. Moreover, the new One-Touch Entertainment solution helps consumers make sharing content easier than ever. Sony is now driving innovation in its products by leveraging NFC (Near Field Communication) technology and placing it at the heart of content sharing with one-touch. For example, consumers can connect Xperia Z smartphone to stereo, BRAVIA TV screen or portable speakers and headphones or Play Station with just one-touch, and no need for wires, passwords or docks.


“This year, Sony plans to move its business forward through 3 key strategic business segments including Consumer Products segment, Professional Products segment, and Sony Mobile Communications segment which is responsible for Xperia smartphone and Xperia tablet. The Sony Xperia Z smartphone is the key product for leveraging our latest One-Touch Entertainment technology in order to deliver the simplicity of one-touch to customers in connecting their entertainment experience with other Sony’s new NFC enabled products. With this new strategy, high-quality innovative products, and promotional activities that respond to consumers’ needs, we are confident that our business will grow over 10 percent in 2013,” Mr. Shimizu added.

Sony also announces its new presenter for NEX camera, Toey Jarinporn Joonkiat and reveals its 2013 product line-up that equipped with latest technology in many segments such as TVs, digital imaging, and IT products. Mr. Pinyo Sanguansethakul, Senior Director, Consumer Sales Division, Sony Thai Co., Ltd., explained that “The reason we chose Toey to become our new presenter is her cheerful and lively personality which clearly reflects lifestyle of NEX camera’s target group. Apart from Thailand, Toey will also appear in Sony’s communication campaign in more than 10 countries including Malaysia, Singapore, Vietnam, Indonesia, Philippines etc.

“Sony’s innovations have always been embraced by Thai customers. We achieved strong growth in many areas such as Alpha and NEX DSLR camera, Hybrid notebooks (VAIO Duo 11) which succeeded as number 1 in the market and Xperia smartphone. We are confident that we will achieve a solid turnaround this year as a result of a strong lineup of 18 new BRAVIA TVs with 4K HD available in 55” and 65” models. Featuring a new sleek design, Sense of Quartz, BRAVIA TV also comes with new Triluminos technology that gives the best picture quality. In addition, Sony also launches a brand new Xperia tablet Z, while introducing more than 15 new Cyber-shot and HandyCam cameras.”

Product Lineup
To showcase the ‘One-Touch Entertainment’ strategy, Sony promises to offer diversified products with sleek design and advanced technology to connect entertainment experiences across devices and platforms for consumers. To create vibrant experiences for consumers in Thailand’s AVIT market, the company has announced the launch of the following models;

BRAVIA Televisions – 18 newly introduced models with Sense of Quartz that gives sleek design, showcasing fine picture quality equipped with TRILUMINOS Display and X-Reality Pro. Product highlights include the BRAVIA X9004A Series that equipped with 4K X-Reality Pro and the BRAVIA W954A Series with full HD, TRILUMINOS Display, and support One-Touch Mirroring (W954A, W804A and W704A) via Sony’s One-Touch remote control.

Xperia™ Tablet Z – includes the very best of Sony technology. With a 10.1” HD WUXGA Display, powered by Mobile BRAVIA Engine 2, it delivers enhanced color reproduction for a brilliant TV-like viewing experience. Equipped with an 8MP rear camera featuring “Exmor R for mobile”, the tablet also comes with HDR water proof and 1.5GHz Qualcomm® APQ8064+MDM9215M Quad Core CPU.

Home Entertainment – includes BDV-N9100W Blue-Ray home cinema system. Comes with powerful performance of Magnetic Fluid speakers, these thin yet effective speakers reproduce 1000W of clear, undistorted Hi-Fi sound. It also supports One-Touch Entertainment technology using NFC from smartphone. Equipped with Built-in Wi-Fi, consumers can enjoy endless entertainment online.

Cyber-shot Digital Cameras – 7 new models such as DSC-HX300 with a 20.4 megapixel Carl Zeiss Vario-Sonnar T and 50x optical zoom lens and DSC-TX30 with a 18.2 mega pixel Carl Zeiss Vario-Sonnar T and Exmor R CMOS sensor.
HandyCam Video Cameras – 8 new models including NEX-VG30 Interchangeable Lens Digital Cameras and Action Cam HDR-AS15 which is a rugged, wearable full HD video camcorder with built-in Wi-Fi.

VAIO – 2 new models including the outstandingly designed VAIO Fit 14E / 15E and VAIO Fit 14 and 15. These models also support NFC sharing and will be available in June 2013.

To find out more, visit Sony dealers and Sony Stores nationwide or contact Sony Customer Service Center, Tel 0-2715-6100, or visit www.sony.co.th

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