Sony product development targets millennials

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JAPANESE tech giant Sony Corp. plans to develop more innovative products this year to offer to a younger market, a company executive said.

“This year we are aiming to develop more innovative products, like in our Personal Audio and Digital Imaging categories, to target and support the younger generation’s active lifestyle,” Nobuyoshi Otake, Sony Philippines managing director, told The Manila Times on the sidelines of an event in Quezon City on July 13.

Otake described their target market in the Philippines as those who have a dynamic personality and innate love for music and photography.

The Sony Extra Bass line-up featuring the MDR-XB950N1, SRS-XB10, SRS-XB20, and SRS-XB30. PHOTO BY LISBET ESMAEL

He said Sony will reach a new breed of customers in the country through its young Filipino ambassador, Nadine Lustre, a movie and television actress.

Sony Philippines highlighted the Sony ILCE-5100L camera and the Sony Extra Bass line up of headphones—products that are said to support the adventurous side of today’s youth—during the renewal of their partnership with Lustre.

“With her strong affinity towards the younger market, we believe in Nadine’s capability to inspire them to discover their own passion for music and photography,” Otake said.

Asked how much market share Sony Philippines is targeting this year, Otake declined to give a specific number, but stressed that it was “doing very well” in the local market.

He added that with Sony Philippines’ efforts to engage the younger generation, “We are growing in the industry, like in the digital imaging category and in the sound category.”

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