Sony achieves 14% growth across key product categories in UAE

Sajjad Ahmad, Deputy Business Editor

Sony Middle East and Africa (MEA) recorded tremendous growth in FY2022, with an overall growth of 14 per cent across key product categories in the UAE. While sales of Sony’s premium soundbars saw the greatest growth of 120 per cent in MEA, growth was robust across other product categories as well, in the region: digital imaging products grew by 37 per cent, mobile audio grew by 26 per cent, and OLED and Mini LED TVs by 11 per cent.

For 2023, Sony MEA is eyeing a steady growth in its overall business in the region and further increasing its market share. To achieve this vision, the consumer electronics giant plans on increasing collaboration between stakeholders and consumers by enhancing our shopping experience by introducing Sonyworld, an exciting e-commerce platform with exclusive benefits. Sony MEA remains focused on maintaining market leadership through new and innovative products across key focus categories such as television, digital imaging and audio products.

Deputy Managing Director Jobin Joejoe, who is driving the company’s regional business strategy, said: ‘’Sony’s purpose 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 exceptional experiences for our community. Our business strategy will help us better serve our customer needs and provide a premium entertainment experience.’’

The Middle East & Africa region is one of the fastest growth areas for Sony’s large-screen TVs, particularly in the 75” and 85” screen segment, with the largest market share in the GCC. Jobin added: “When it comes to purchasing behavior, there has been a perceptible increase in online sales of TVs, catalyzed by the mass shift to e-commerce.

As many as 20 per cent of Sony TVs sold in the region are now bought online, as compared to 10 per cent pre-pandemic. However, physical retail stores continue to be the most popular choice as consumers want to experience and evaluate the features before purchasing.” Meanwhile, in the mobile audio category, Sony MEA registered a steady growth across truly wireless, headband Bluetooth and gaming headsets.

This growth was fueled by Gen Z’s love for trendy wearables, the surge in digital content consumption such as music, gaming and social media posts, and increased travel in the post-pandemic era that boosted demand for noise-cancelling headphones. In the digital camera business, Sony continues to lead the full-frame segment with the continuous shift of DSLR users to mirrorless cameras.

The company saw a massive growth with 60% market share in the full frame mirrorless segment in UAE, as well as an expansion of a large community of content creators thanks to Alpha Universe. In FY2023, Sony MEA will feature 23 new models including the enhanced BRAVIA XR TVs powered by Cognitive processor XR with 13 new XR models. Following the successful launch of its INZONE PC headsets, Sony will also release the INZONE gaming monitor M9, coming with 4K resolution and Full Array display. INZONE gaming monitor would bring a new level of gaming experience to gamers in GCC.