Tech

“India is very important to Sony in its global plan of things,” said Sunil Nayyar, managing director, Sony India


Sony entered India in 1994, as a wholly owned subsidiary of Sony Corporation In Japan. Over the years, Sony India has positioned itself as a premium brand across product categories such as digital imaging, personal audio, home entertainment and more. The category, where Sony can be considered the leader in both mind and market share (the latter according to the company), is premium TVs. Another segment where the company’s products can be considered a global benchmark for quality is the audio range.
Sony India operations led by Sunil Nayyar. Nayyar is the first Indian CEO of Sony India. A position he has held since April 2018. Prior to that, Nayyar held various leadership roles at the company. He led Sony’s retail operations in North America from May 2015 to March 2018; was head of sales for Sony India from April 2006 to April 2015 in addition to running the sales team of Sony Gulf in North and East Africa, Russia, Lebanon, Syria and many other Middle Eastern countries. During the interaction with TOI Tech, Nayyar talked about the company’s various product categories, the challenges and lessons of the Covid year, etc.
Q: The past two years have been challenging for almost every consumer electronics brand for several reasons. What is the biggest lesson learned for Sony?
The past two years have dramatically changed the dynamics of the consumer electronics industry, and we as a brand have strived to adapt to these changing trends to meet the needs of our customers. As people are spending more time at home than ever before, we’re seeing that they’re turning to products, technologies and experiences that support their work from home, learning from home, and entertainment. at home. For the television segment, there has been a shift to large screen sizes. Hence the need for a soundbar to enjoy a home cinema-like audio experience.
For personal audio products, in terms of form factor, true wireless and active noise canceling headphones are showing strong growth. We have also observed many new trends in the digital imaging segment such as an increase in OTT content creation, movie making, professional vlogs and live streaming, resulting in high demand for cameras. mirrorless photography, professional and cinematographic cameras and lenses.
Q. Sony, as a brand, presents a wide range of products. Which industry contributes the most to Sony’s revenue in India?
While television plays an important role, Sony India has a healthy and balanced contribution to sales from each of its key product categories.
Q: What are the key factors that help Sony Bravia TVs retain their popularity among TV buyers in India?
Sony Bravia is one of the most premium brands in the TV segment in India, offering many industry-first technological innovations that set itself apart from its competitors. Our focus is on advanced technologies embedded in Bravia TVs such as XR perception processor, 3D surround sound, Bravia CORE and Bravia CAM.
The entire 2022 Bravia TV lineup has now been upgraded to the Google TV platform for the best user interface experience and convenient content viewing. Key segments such as Mini 4K LED X95K, Master Series OLED A95K, XR OLED A80K, 4K XR Full Array LED X90K and our flagship 4K LED X85K, X80K, X75K are all equipped with the latest and advanced technologies. for an extremely immersive TV viewing experience.
Question: What is the greatest value that premium Sony Bravia TVs bring to competitors’ visual customers?
Sony has many proprietary technologies that make it a unique proposition in the market, with one of the latest being the XR cognitive processor. This revolutionary processor reproduces content the way humans see and hear for a lifelike experience. Another technology is the Bravia CORE app, which is an exclusive, pre-loaded movie service that allows redeeming newly released movies as well as streaming top movies. Bravia CORE also has features Pure stream can stream HDR movies at up to 80Mbps similar to 4K UHD Blu-ray, across a wide range of content. This means it significantly improves detail, color and contrast compared to typical 15-25Mbps streaming content. Next, Bravia CAM adjusts the audio and picture settings based on where you are in the room and how far away you are from the TV for the optimal experience. In terms of acoustics, acoustic surface acoustics use special actuators to turn the screen into a multi-channel speaker, so the sound matches exactly what’s on the screen to deliver true-to-life sound and stronger. Cinema-oriented features like IMAX, Dolby Vision, Dolby Atmos, Netflix calibrated, and Calman are ready to continue to enrich our TVs.
TV gaming is another aspect that the Bravia XR TV is focusing on. Features like 120Hz display, ALLM low latency mode, VRR, HDMI2.1, Auto game modeAutomatic HDR tone mapping and 3D surround sound make our TV the go-to choice as a giant gaming console.
Q: Sony audio products have always been the norm, and India has seen phenomenal growth in marketable items. What is Sony’s strategy for product offering?
Over the past few years, we have seen an increase in sales for personal audio products such as headphones and earphones due to awareness of the importance and utility of quality audio products. high volume in increasing combination mode. We continue to have very good traction for the industry leading noise canceling headphones WH-1000XM4 and the WF-1000XM4 true wireless (TWS) series and mid-range noise-cancelling and bass-adding headphones WH- The XB910N and other TWS headphones like the LinkBuds WF -L900 and WF-C500, followed by the low-end WI-C100 in-ear headphones.
Q: Also, what is one of the “best selling” audio product categories?
We have products that are doing very well in both the personal audio and home audio segments. High-end headphones, TWS and soundbars have surpassed our expectations and are doing extremely well in the market.
Q: How big is India’s contribution to Sony’s total revenue?
India plays a very important role for Sony in its global development plan. As a single country, India’s contribution to global sales is among the top five.
Q: Last year, Sony introduced 3D audio technology with the Mahindra XUV700. In-car technology is an area that seems to have a lot of potential. What is your take on it and will we see more of Sony in that space?
We fully understand the potential of OEM car audio systems in India and this is the first time Sony India has introduced 3D audio in the market. Our technology has been greatly appreciated by our customers and Sony will last a long time.
Q: How much has Sony increased – in value and volume – in different categories in the last financial year?
Although we will not disclose the sales by specific category, along with the global trends of Sony Corporation, Sony India remains a profitable company.





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