Facing tough competition in India, Sony Ericsson, the handset arm of Sony, is now dialing its parent company Sony to leverage the brand recall of its brands like Walkman, Cybershot and Bravia to take on its rivals.
With just about 13 per cent market share in mobile handsets in India the company is way below the 62.5 per cent market share enjoyed by Nokia, the market leader.
So Arun Sethi, President, Sony Ericsson India, is tapping the brands owned by its parent Sony to ring in better brand recall for its handsets.
It has already launched Walkman and Cybershot brands in the mobile segment and now it is the turn of Bravia Sony's popular TV brand.
"In Japan if you see we have already integrated the brand Bravia in the handset business and with the time we will do that in India too," said Sethi.
Sony Ericsson expects India to contribute almost 25 per cent of the global handset business over the next two years.
To do that Sony is ramping up its manufacturing facility in India to churn out almost 10 million handsets a year, most of which will be low cost, in line with the rural thrust of many mobile operators.
"We are aware of people's need to be connected. The people is rural India will be using our AM phones so we know that there are special needs there and we know how to fulfill," added Sethi.
Sony Ericsson is also getting ready to ride the 3G boom using its experience in Japan to pip Nokia to the top post in 3G handset business.
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