As far as budget smartphones are concerned, Sony has been struggling for quite some time in the past. Sony’s strategy doesn’t seem to be working well in India as its devices come across as over-priced at times. Sony is now shifting away from its policy of catering to the high-end segment and is set to launch a series of phones targeted at the highly competitive entry-level segment in India. Sony seems to have realized the fact that re-evaluating its strategy for the Indian market might pay off in the long run.
Kenichiro Hibi, the Sony India’s managing director, said there could be a possibility of manufacturing the handsets in India. He added that Sony’s change in strategy to produce budget smartphones was due to Sony’s belief that India is one of the fastest growing markets in the world hence it required a separate game plan.
For example, Sony does not have smartphones in the range of Rs 8,000 – 10,000, but they are going to launch such models in India. The launch of low-end smartphones will help Sony to survive in the Indian market where there are almost 100 brands of smartphones.
Customers Spoilt for Choice
Consumers who are looking for budget smartphones will have many options. There’s Motorola’s Moto E 2015 which is available for under Rs 7,999 and in 3G and 4G variants. There’s also the Android One, costing Rs 6,000. Android One is an initiative through which local vendors in India are selling budget smartphones that offer decent hardware.
There is also the Xiaomi, the Chinese contingent that provide Redmi 2. The Redmi 2 has Snapdragon 410 CPU, 4.7-inch display, 8 MP camera, and 1 GB RAM. Redmi 2 uses a 2,200 mAh battery, and it costs Rs 6,999. Honor Holly from Huawei is up for sale at the same price. The Huawei’s smartphone offers a 5-inch display and uses a MediaTek 1.3 GHz CPU. Lastly, we have Yu Yureka, a Micromax’s Cyanogen smartphone available at Rs 8,999.
There’s stiff competition in India, and it would be an uphill task for Sony to get a foothold in this segment. Even has not yet gained a considerable market share in the budget sector, with the vendor thus far flooding the entry-level category with handsets that feature underwhelming and outdated hardware.
No Details Yet
Sony has not shared any details about these handsets, but we expect the smartphones in the coming months. What we know is that they will be under Rs 1,000, and will join an already overcrowded market.