Sony to discontinue CRT monitors; to focus on TFTs, digital cameras

Sony India will stop selling its CRT (cathode ray tube) monitors in India and

increase its focus on TFT monitors and digital cameras.

Sony CRT monitors had been positioned at a higher price point and targeted at

professional users. This was a niche segment constituting only about five

percent of the total monitor market. And since the segment was not growing, the

company has decided to opt out of the business.

Informs Shaji Joy, Assistant Manager, IT Network, Consumer Marketing

Division, "CRT monitors sold after April 1 will not be supported by our

service centers. If distributors still want to sell CRT monitors it will be on

their own initiative by importing from our base in Singapore."

But the company has firmed up its plans for an increased thrust on its TFT

monitors and digital cameras. Although the market for TFT monitors is expected

to pick up only after a couple of years, there is a lot of optimism about the

market for digital cameras.

Sony plans to target the corporate segment for both the product categories.

While TFTs will be targeted exclusively at corporates as a value product,

digital cameras will be pitched as a necessary accessory for the office

environment along with products like a PC, printer, fax and a KTS phone.

While digital cameras would be available through all the Sony Worlds, Sony

dealers as well as exclusive IT dealers, TFTs will be available only through

Sony Worlds. Sony’s strategy will be to leverage on existing channels dealing

in its consumer durable instead of developing a new channel base.

Critics are however skeptical about Sony’s decision to stick to its

existing channels. "It has not worked before and there is no reason why it

would work now," says Vivek Prakesh, GM, Sales and Marketing, Samsung

Electronics India Information & Technology.

The company has outlined a huge promotional campaign for digital cameras.

Starting from the next quarter, Sony would hold mega events for corporate and

roadshows. Later in the year, Sony also plans to launch its notebook called VAIO.

(CNS)

BALAKA AGGARWAL



NEW DELHI