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Jobin Joejoe speaks at a news conference.
sajad ahmedDeputy Business Editor
Sony Middle East & Africa (MEA) has seen huge growth in FY2022, with an overall growth rate of 14% across key product categories in the UAE. While sales of Sony’s high-end soundbars grew the most in the Middle East and Africa region, at 120%, growth in other product categories in the region was also strong: digital imaging products up 37%, mobile audio up 26%, OLED Mini LED TVs grew 11%.
By 2023, Sony MEA aims to grow its overall business in the region steadily and further increase its market share. To realize this vision, the consumer electronics giant plans to enhance the collaboration between stakeholders and consumers by introducing Sonyworld, an exciting e-commerce platform that will enhance our shopping experience. Sony MEA remains focused on maintaining market leadership through innovative products in key areas such as televisions, digital imaging and audio products.
Jobin Joejoe, deputy general manager who drives the company’s regional business strategy, said: “Sony’s goal is to fill the world with emotion through the power of creativity and technology. We are listening to our customers to unleash our creativity and create for our communities. Extraordinary experience. Our business strategy will help us better meet customer needs and provide a premium entertainment experience.”
The Middle East and Africa region is one of the fastest-growing regions for Sony large-screen TVs, especially in the 75-inch and 85-inch screen segment, with the largest market share in the GCC. Jobin added: “In terms of buying behaviour, there has been a clear uptick in online sales of TVs, driven by a massive shift to e-commerce.
As many as 20% of Sony TVs sold in the region are now purchased online, up from 10% before the pandemic. However, brick-and-mortar retail stores remain the most popular option as consumers want to experience and evaluate features before purchasing. Meanwhile, in the mobile audio category, Sony MEA saw steady growth in true wireless, over-ear Bluetooth and gaming headsets.
This growth is driven by Gen Z’s love for stylish wearables, a surge in consumption of digital content such as music, games and social media posts, and increased travel in the post-pandemic era driving demand for noise-cancelling headphones. In the digital camera business, Sony continues to lead the full-frame market as DSLR users continue to migrate to mirrorless cameras.
The company has seen tremendous growth, with a 60% market share in the full-frame mirrorless market in the UAE, and a large community of content creators expanded thanks to Alpha Universe. In fiscal 2023, Sony MEA will introduce 23 new models, including enhanced BRAVIA XR TVs powered by Cognitive Processor XR and 13 new XR models. Following the successful launch of the INZONE PC headset, Sony will also release the INZONE Gaming Monitor M9, featuring 4K resolution and full array display. The INZONE Gaming Monitor will bring a whole new level of gaming experience to GCC gamers.
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