Sony thumbSony’s smartphone value share in India has overtaken Apple, putting the company into second position behind Samsung. A key part of Sony’s success has been a focus on the Rs 10,000 to Rs 20,000 (€120 to €240) smartphone segment, backed by Rs 300-crore (€37m) of targeted marketing spend.

This is according to research company IDC, who says that Sony managed 9.1% value share in Q4 2013 (October-December). This put it ahead of Apple’s share of 7%, but well behind Samsung who had 43% value share.

On a volume basis during the same quarter, Samsung still had the largest market share at 38%, with Sony at 5.5% and Apple at 2%. Micromax was second with 13% share.

“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,” said IDC India senior market analyst Manasi Yadav.

Sony brand ousts Apple in India

However, Sony’s position in Q1 2014 may be under threat given renewed competition from Nokia with its X series, Apple relaunching the iPhone 4 and Micromax’s new range of Canvas phones.

Kenichiro Hibi, managing director at Sony India says that the company’s smartphone sales will soon overtake television revenues in the country. “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,” said Hibi.

Hibi commented that he expected Sony’s share to grow further in Q2 2014 as it readies the launch of the Xperia Z2 in India. 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 said.

Via India Times.

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