Sony Ericsson back in Nigerian mobile market with Xperia series

brinkley1988

Sony Ericsson has dramatically made a come back in the Nigerian mobile market. This time around the company says it has come to stay even as it vowed to give the existing market leaders a run for their market share.

To do this the company rolled out series of sophisticated mobile phones which it tagged the Xperia experience. The new Xperia range of phones come in different portfolio and models, comprising of both digital communication tools and entertainment tools, to offer users the opportunity to choose from different sizes and styles.

According to the company, the novel smart phones received software upgrades to enhance their performance and will also add new communication and entertainment experiences.

It will be recalled that Sony Ericsson’s fortunes in Nigerian market began to dwindle few years ago, until recently when the company re-strategised for a come back. The company however, admitted that it suffered a down time as a result of lost of touch with market realities but saw it as an advantage to strengthen its stronghold in the Africa’s biggest market.

The products are running on Google Android operating system, which the company said was necessary to bringing it back to the top spot of the market.

With the products, the company said it is targeting 20_30 percent of the market share in the next two to three years, saying that the choice of the products was as a result of their essential portfolios and different functionality and also their extended functionality.

Unveiling the products, Sony Ericsson’s General Manager of Market Unit, Africa/Head of Market Unit Africa, Jorgen Berg said that “All people are dreaming about are already here in Nigeria. This is our brand value we are aspiring to deliver over the years in android market.

We lost a market share of this market but we realized ourselves and are working to consolidate on the market. Our ambition is that in 2_3 years, we will grab 10_30% of Nigerian market. What we are trying to do is to listen to what customers want and reproduce what they need in different colour.

We have 16,000 internet users in Nigeria and looking at how to use the digital medium to show them what we have.”

Sony Ericsson’s Marketing manager, Younes Cherkaoui said “ the products you are seeing today are combination of different devices put in one. For us, it is not a brand but an experience for the users. Our market value is 6_7% and is to increase now to 10% in few months time.”

As an essential portfolio for different functionality, Cherkaoi said that over 57,000 units of the phones sold in Japan in a day, hoping that Nigeria would replicate same level of patronage with the new range of Xperia.

He noted that the company was in a perfect relationship with microsoft to offer quality emailing services and we are using its platform to achieve this, adding that provision had also been made with i_Cell to offer after sales services across the country.

“We are working with local agencies and merchandises to bring our products close to the people. In doing this, e are working with future media. That is why we are channeling our energies towards this effort,” he added.

Meanwhile, the products come with a twelve months warranty with collection centres across the country.