SONY ERICSSON GAINING MARKET SHARE WITH FASTEST GROWING BRANDS

Interview: Shabana Aziz Khan, Manager Marketing (Pakistan).

AMANULLAH BASHAR
Feb 12 - 18, 2007

PAGE: Pakistan is being considered as the fastest growing market especially in the telecom sector. Currently the active cell companies are indulged in a cutthroat competition hence the survival would be for the fittest. On the back of this, how would you place Sony Ericsson in this market?

SHABANA: I totally agree that telecom sector has shown the fastest growth in Pakistan in the recent years and the industry is booming in a rapid pace. By the grace of God and the tireless efforts of our team Sony Ericsson has become one of the fastest growing brands in Pakistan. Our competitors are now following our marketing activities and we have pioneered in introducing innovative marketing ideas. Sony Ericsson has a lot of exciting products to offer to the consumers this year. Last year we introduced coloured screen phones at the price of mono screen sets. Our 'J' series has done really well in Pakistan.

PAGE: Would you like to describe the various features offered by Sonny Ericsson having an edge over others in the market?

SHABANA: Sony Ericsson has a wide portfolio to offer with unique features. Our sub brands Walkman and cybershot also help us stand out from the competition. Our cutting edge technology, music quality of Walkman and picture quality of cybershot makes us different from others. We are still a young brand, turned five years in October and have a long way to go. Our imaging and music phones are very well liked worldwide and the music segment is growing in Pakistan now. Our K series has till now been the most successful of all and Walkman series is picking up really well now.

PAGE: What are your comments on the telecom policy in Pakistan, whether it is facilitating the cellular companies or you feel some snags in the way or growth of the mobile phone companies?

SHABANA: Government has been extremely supportive to our sector. It is due to this factor that telecom sector is booming. Few years before hardly any of the cellular manufacturers had their local offices in Pakistan, now not only all the major cellular companies have their setups but smaller companies are penetrating into Pakistan as well.

PAGE: Don't you think that Pakistani market has reached a saturation point in terms of connectivity or the cellular population or the market appetite still exists?

SHABANA: There is a lot of potential in this market and a lot of capacity to grow. If it weren't so you wouldn't be seeing so much happening in this sector around you. Before five years we always had either FMCGs or banks active in the market but the telecom companies have taken it over like anything.

PAGE: Would you like to mention your educational, professional experience background and your personal views about your carrier in telecom sector?

SHABANA: I have a Masters degree (Marketing) in Business Administration from IBA. Started off my career in 2003 with Samsung Electronics' Mobile and IT Division and worked there for one-and-a-half year as Asst Manager Marketing and joined Sony Ericsson as Marketing Manager in 2005. I have thoroughly enjoyed working in this industry and have learnt a lot and am still learning.

PAGE: What Sony Ericsson is about?

SHABANA: Mobile phones have opened doors to a whole new world. Mobile phone is no longer just a device for communicating; it is a companion that keeps you connected always and has much more to offer. It has given a new direction to technology leading to a novel dimension of lifestyle. Mobile phone technology is enhancing almost on a daily basis. The processes are being modified and life is becoming more and more dependent owing to convenient accessibility through a mobile phone.

PAGE: What is the mission and future outlook of Sony Ericsson?

SHABANA: Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones and accessories, PC cards and M2M solutions. The products combine powerful technology with innovative applications for mobile imaging, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable fun products for end users.

Telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation established Sony Ericsson Mobile Communications in 2001. The company is owned equally by Ericsson and Sony, which launched its first joint products in March 2002.

What we believe: At Sony Ericsson we believe in providing more and more benefits in the form of features to our customers. Sony Ericsson mobile is a companion that keeps you connected, informed, entertained and thrives to turn each moment into an everlasting memory by its unique features. We believe that the relationship between a user and a mobile phone is very unique; we add the personal touch through our technology, innovation and stylish designs.