Since first being registered as an official trademark in 1955, Sony has become synonymous with quality products and up-to-the-minute innovations. Now with the digital age well and truly upon us, Sony continues to play an important role in providing customers with the products they desire.

Masahiro Tamura, managing director of Sony Thai, reveals the secret of success on how he remains one step ahead of the competition - by constantly asking the question: “What do customers expect from Sony?” In Thailand, customers expect a great deal from consumer electronics manufacturers like Sony. New products are being made available to a market eager to take on the latest digital technologies. According to Tamura, the company’s 15 years of experience in Thailand have enabled customers to fully understand what Sony stands for. Sony Thai is now clearly focused on the future. “Compared with last year,” says Tamura, “Sony has definitely grown in Thailand and we are happy with the results in our new areas of IT related products such as digital cameras. Overall, our growth compared with last year is about 7 to 8 percent so our performance in fiscal year 2002 was quite satisfactory. We are now in a position to make a base for further growth in fiscal year 2003.”

Masahiro Tamura, managing director of sony Thai

In fact the term “further growth” has always been somewhat of an imperative phrase at Sony. From the early analog products (the famous “Walkman”) to the latest digital offerings, Sony has been at the forefront of the information age. With regard to the personal computer market, Tamura takes a fresh approach.

“We don’t want to have significant market share in notebook personal computers only,” declares Tamura. “We want to take 20 to 30 percent in notebook/entertainment computers and create a mid to high end entertainment market in Thailand. We already have a 15 percent market share which we plan to increase to as much as 30 percent over the next few years.”

Creating this entertainment world in Thailand will require bringing the country’s communications infrastructure up to date, a task already underway in the Bangkok and the surrounding area. Once fast speed internet access is more widely available Tamura believes his company will be in a position to “fully realize this seamless value network.”

Despite the ongoing challenges of an aggressively competitive market, Sony Thai is clearly achieving excellent results and Tamura appears confident about the future of Sony within the rapidly developing Thai society:

“Sony products can be connected easily; bringing people together. Personal entertainment also means that we can bind people to people and products to products. Mass entertainment is always popular but peoples’ tastes are very different today and we should be flexible to whatever the customer wants. Our group goal is the ubiquitous value network “anytime anywhere”. We want to create this flexible, seamless entertainment world because life is diversified. By connecting products, people can also be connected easily. Society is, after all, composed of relationships between people.”

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