Tuesday, May 13, 2008 Sony Ericsson looks at Cebu as growth area for phones
AS cellular phones have become lifestyle products, a Japanese-Swedish mobile phone manufacturer is optimistic about the prospects of its second concept store in Cebu City.
Sony Ericsson marketing manager Patrick Larraga said that the present trend indicates that cell phones have become less of a technical product and more a part of people’s lifestyle.
“(As it is), more people need mobile phones,” he said.
Larraga led the opening ceremonies of the Sony Ericsson concept store, owned by retail chain Junrex, at the Cyberzone of SM City Northwing Friday.
The outlet, which is also a customer service center, is the second Sony Ericsson concept store in Cebu City; the first can be found at the Ayala Center Cebu.
He said the market share of Sony Ericsson phones is growing, particularly because of the special features of its Walkman series and camera phones.
“Two things stand out about Sony Ericsson: its camera and sound,” he said.
He added that the company’s phones are also easy to use, contrary to popular belief.
“It’s just a matter of getting used to it,” he said.
Larraga, in an interview, said Sony Ericsson wants to be “more visible, more accessible” in Cebu.
“This will be achieved by the concept stores,” he said, adding that a third Sony Ericsson concept store “is a possibility” once the company is able to ensure the financial viability of the move.
Larraga said Sony Ericsson is looking at further growth in Cebu.
“Cebu is a key growth area. It’s our second biggest single market after Manila,” he said.
To achieve further growth, though, Larraga said Sony Ericsson will have to “hurdle the notion that its cell phones are for high-end consumers.”
“We’ve made the brand more accessible. We have many entry-level units,” he said, adding that some Sony Ericsson Walkman phones are priced at around P4,000 each. (LAP)
