Sweden


	The Japan Times WORLD EYE REPORTS SWEDEN

©THE JAPAN TIMES	Saturday, November 15, 2003

Tomorrow's technology on the streets today

With the country’s high PC penetration, open society and affluent market eager to put the latest technology to use, Sweden holds a special place in Sony’s heart. The country has developed an equal fondness for Sony products.

With benchmark projects, a new slogan for the European market and plans for company wide integration in the creation of “Sony City”, Sony Sweden continues to succeed in a market fueled by customers ready to take on tomorrow’s technology today.

Mikael Hagman, branch manager of Sony Sweden, explains that Sony’s presence in Sweden remains as strong as ever. “It is important to understand that Sony and Sweden have a special relationship. We’ve had a strong reputation as being one of the first global Japanese manufacturers to actually act as a local company.”

“Each country takes a local approach,” he adds. “We’re all blessed with Japanese efficiency, focus, dedication and competence. The Swedes took Sony to heart, and over the years there have been a lot of success stories here with different products. We are a very high ranking brand in Sweden compared to many other Japanese brands.”

Mikael Hagman, branch manager of Sony Sweden

The Swedish market has been known for its communicative customer base. Swedes are enthusiastic about acquiring products that suit their lifestyle. With the country’s high level of computer saturation, Sweden has seen digital technology grip the country from Sony’s first product launches.

“While camcorders have always been one of Sony’s strongholds, digital still photography has taken a prominent role,” says Hagman. “I think it’s the fact that we integrate content, hardware, systems, software and knowledge into one company. This gives us complete control at the source for the quality of entertainment.”

Regarding the products themselves, Hagman believes that the company has learned some valuable lessons from the past in terms of the products’ user friendliness.

“We’re taking one step back and integrating the human element back in. Our new slogan is ‘You make it a Sony’, which is a new focus for the European market,” recalls Hagman.

“We want to impress upon customers that it is the person using the device with his own creativity that actually makes it a Sony. It is more than just the brown box; it is about something that you open and experience. This is the anticipation and excitement that we’re looking to capture.”

Later this year will see the launch of the VAIO computer in Sweden. Marketed as an entertainment PC for the consumer rather than the professional, the VAIO is expected to go one step further in meeting the demands of a market hungry for Sony entertainment products.

“The VAIO is designed to be used for editing home movies, retouching pictures, downloading shows from TV, editing films and playing games. It can be connected to a surround sound system,” explains Hagman. “It’s not a business PC, but more of a specialized entertainment PC.”

Another exciting development is a new hotel in Stockholm of which Sony is the only branded partner. All rooms will be equipped with plasma screens, home cinema surround sound systems and a selection of movies for guests to rent at the reception desk. This was a brainchild of one former member of the world-famous musical group Abba, who has come up with his ideal hotel.

“The concept will be a benchmark in Europe,” Hagman says. “Guests can borrow a camera at reception, go out and take some snaps, plug into a VAIO personal computer, download pictures and send them to friends. There will also be a seven hundred seat theater which is integrated with Sony equipment.”

On a much larger scale, Sony plans to create “Sony City,” which Hagman refers to as “a city for people to step into for their entertainment.”

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