By John Lee.
Sony has recently unveiled its extensive plan for expansion in Iraq.
Along with its official business partner, Modern Electronics Iraq (MEI) Sony will look to transform the Iraqi consumers’ experience through launching its entire line-up of latest technology products, introducing experiential Sony-branded stores and setting up authorised service centres in Iraq.
The announcements, which came at an exclusive dealers’ conference in Erbil, highlight the significance Sony places on Iraq as an emerging market in the Middle East with a huge potential for growth.
“Iraq is undoubtedly one of the most important markets for Sony. By 2015, we hope to achieve a $350 million share in the consumer electronics space, including the fast-growing mobile phone business,” Sony Middle East and Africa managing director Hiroyasu Sugiyama said at the event.
“The numbers certainly look exciting, but our immediate focus is to identify tactics that help us move towards our target. The Sony roadmap for Iraq constitutes a three-pillared strategy based on product, customer and operation.”
Recognising the demand for its entire line-up of products in Iraq, Sony aims to synchronise its international launches to include Iraq. From the award-winning Sony Xperia Z smartphone, the Xperia tablet, Vaio notebooks and Bravia 4K TVs to the PlayStation 3 game console and the world’s most powerful audio system, the Shake 7 stereo, Sony will look to reduce wait-time and increase the availability of its products for Iraqi consumers.
Looking to transform the experiential prospects for Iraqi customers, Sony is also set to roll-out its unique world-class branded stores, where all products are displayed in an open and easy-to-touch-and-try layout, with Sony-trained salespersons ready to explain and demonstrate these products.