Jobin Joejoe speaks during the press conference.
Sajjad Ahmadassistant business editor
Sony Middle East and Africa (MEA) saw phenomenal growth in fiscal year 2022, with overall growth of 14% across major product categories in the UAE. While sales of Sony’s high-end soundbars saw the strongest growth of 120% in MEA, growth was also robust in other product categories in the region: digital imaging products increased by 37%, mobile audio by 26% and OLED and mini LED TVs by 11%.
For 2023, Sony MEA expects steady growth in its overall business in the region and further increase in market share. To achieve this vision, the consumer electronics giant plans to increase collaboration between stakeholders and consumers by improving our shopping experience by introducing Sonyworld, an exciting e-commerce platform with exclusive benefits. Sony MEA remains focused on maintaining its market leadership with new and innovative products in key categories such as television, digital imaging and audio products.
Deputy Managing Director Jobin Joejoe, who leads 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 listen to our customers to unleash our creativity and create exceptional experiences for our community. Our business strategy will help us better meet the needs of our customers and deliver a premium entertainment experience.”
The Middle East and Africa region is one of the fastest growing areas for Sony’s large screen TVs, especially in the 75″ and 85″ screen segment, with the largest market share in the GCC. Jobin added: “In terms of buying behavior, there has been a noticeable increase in online TV sales, catalyzed by the massive shift to e-commerce.
Up to 20% of Sony TVs sold in the region are now purchased online, up from 10% before the pandemic. However, brick-and-mortar retail stores continue to be the most popular choice as consumers want to experience and evaluate features before purchasing. Meanwhile, in the mobile audio category, Sony MEA saw consistent growth across truly wireless, Bluetooth and gaming headsets.
This growth has been fueled by Gen Z’s love for trendy wearable devices, increased consumption of digital content like music, games and social media posts, and increased travel. in the post-pandemic era which has spurred the demand for noise canceling headphones. In the digital camera sector, Sony continues to dominate the full-frame segment with the continued shift of DSLR users to mirrorless cameras.
The company has seen massive growth with 60% market share in the full-frame mirrorless segment in the UAE, as well as an expansion of a large community of content creators through Alpha Universe. In fiscal year 2023, Sony MEA will offer 23 new models, including the upgraded BRAVIA XR TVs powered by the XR Cognitive Processor with 13 new XR models. Following the successful launch of its INZONE PC headsets, Sony will also launch the INZONE M9 gaming monitor, featuring 4K resolution and Full Array display. INZONE gaming monitor would bring a new level of gaming experience to GCC gamers.
