Sony has overtaken Apple to become the 2nd largest smartphone brand in India in terms of sales value share. Samsung is at the top spot. Sony’s spectacular success in India can be attributed to its focus on smartphone sales in the range of Rs. 10,000 to Rs 20,000 (equivalent to €120 to €240) supported by Rs. 300 crore or € 37 million expenditure on marketing.
According to IDC data released for Q4 of 2013, Sony’s value share was 9.1% against Apple’s value share of 7%. Samsung had a whopping share of 43% in terms of value.
If we consider the volume share for the same period i.e. Q4 of 2013, Samsung topped the list with 38%, followed by Micromax with 13%. Sony’s volume share was 5.5% and that of Apple was a mere 2%.
IDC India’s senior market analyst Manasi Yadav says, “Some of the top selling models for Sony are Xperia M Dual and Xperia C priced in this bracket, which is one of the fastest growing segments in the Indian smartphone market”.
As per IDC, Sony may see some decrease in Q1 of 2014 due to competition from Nokia’s Android x series, Apple’s relaunch of iPhone4 and Micromax’s new canvas smartphones.
Sony India’s MD Kenichiro Hibi said that in the fiscal year ended March 31, the company’s flagship TV business and its smartphone business were equal in terms of revenues, both contributing to about 70% of the company’s total annual turnover of around RS. 10,000 crore.
Mr. Hibi said, “Smartphone business will overtake television business in sales this fiscal year. For us, both television and smartphone will be the main pillars to continue the pace of growth in India”.
According to Mr. Hibi, the launch of Sony’s flagship smartphone Xperia Z2 during this quarter will further grow the company’s share in the current fiscal year. “The smartphone business doubled in last one year which led to 20% growth in overall sales in 2013-14. We expect to grow at a similar pace this fiscal as well to touch Rs 12,000 crore sales,” he added.