In 2009, Sony set up a direct subsidiary in Bogota, recognizing the immense potential held by the thriving Colombian economy. Amid a rapid expansion of the region’s middle class, the Japanese electronics giant selected Latin America as one of its 10 “global focus areas,” with Colombia playing a vital role in the company’s business development plan.
“We think that the Colombian market has great potential for our industry. Population-wise, Colombia is the third–largest in Latin America, behind Brazil and Mexico. Demographics-wise, almost half of the population is less than 29 years old. Colombia is a very young market. This weighed heavily in our decision to come here. Colombia is one of the strategic markets for Sony, on a market-potential point of view,” explained Sony Colombia President Takashi Kawano.
Four years later, Sony Colombia has achieved impressive results in brand awareness and market position. By being in the country, it can identify trends early, quickly adapt to them and promptly deliver its products tailored for Colombian consumers.
“When the Colombian government decided to adopt a new digital broadcast transmission system, called DVB-T2, we were the first manufacturer to offer the Sony Bravia with DVB-T2. This is one of the achievements that we could not have attained if we were not here in Colombia. Thanks to our presence, we are able to offer the latest products adapted to the local market’s needs,” said Kawano.
Still reaping the benefits of its in-country advantage, Sony Colombia has introduced more of its latest products this year, including the Sony Bravia with Triluminos display, which expands the screen’s color spectrum.
Outside the TV segment, Sony has emerged as the market leader in audio component systems. It has also raised sales of its VAIO laptops, PlayStation gaming consoles and Xperia smartphones, reinforcing its brand not only as a maker of electronics, but more as a provider of total entertainment.
“We are looking at the convergence of all categories. We want to promote the connection of all Sony products with each other. We have a technology called One-Touch, which creates an eco-system where consumers can fully experience all the entertainment options offered by Sony. Our priority is to continue offering the best experience to the consumers for them to best enjoy entertainment, such as movies, music, gaming and even content- creation. We will keep offering this kind of experience,” said Kawano.
“First and foremost, we are an entertainment company. We cover the entire spectrum of entertainment, from software to hardware and content. Customer loyalty makes us responsible in creating new experiences for them and ushering them into the convergence age. We do not offer merely products, we offer a full experience,” added Kawano.
- Originally prepared by Global Media for The Japan Times Special Report on Colombia 2013 (Credit: Philippe Le Saux)
