Sony has announced its intent to enter the world of entry level smartphones in India. This is expected to take place in the months to come. This has been stated in a report in The Economic Times. The move may be possibly due to Sony’s recent struggle to really shine in the Indian market when it comes to smartphones.
According to Kenichiro Hibi, Sony India MD, “Indian business is completely different from global operations because it is one of the few countries growing at a rapid pace, even faster than China. Hence, it would require a separate strategy. For instance, in smartphones, Sony may not globally have models in the Rs.8,000-10,000 range, but we have to launch such models in India to survive in this tough market where there are almost 100 smartphone brands.”
The entry level devices will be made specifically keeping Indian consumers in mind. Since makers such as Asus, Lenovo, Xiaomi, and Samsung are carving out a niche for themselves in the budget smartphone segment, it may not be far-fetched to think an affordable smartphone by Sony could change things for it in the Indian market.