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Sony Gulf posts 20pc growth in region

Sony Gulf FZE Managing Director Yasuhide Yokota, announcing the launch of Sony's new home entertainment concept Wega Theatre, said the growth come from new technology products such as PlayStation, VAIO, digital cameras and also from the traditional audio-video categories.

This year, Sony is targeting some $150 million in sales from Wega Theatre in the Middle East. Wega Theatre comes into the market at a time when Sony has posted impressive sales growth in several other product categories. Wega Theatre range - priced from Dh2,990 to Dh15,000 - will be available across the UAE, Saudi Arabia, Bahrain, Qatar, Oman and Morocco.

Conceived and built on the theme "designed around you," Wega Theatre offers tailor-made home entertainment solutions.

Comprising a mix of categories from flat screen televisions, DVD players, A/V receivers and surround speaker systems, the Wega Theatre range will suit different lifestyles, homes and budgets. The customers can also custom configure more than 200 of their own Wega Theatre packages depending upon their requirements. From the high-end audiovisual systems to the personal Wega Theatre models, the product portfolio delivers packages created and combined to heighten your enjoyment. Complementing these packages is the combination of Sony's proprietary technologies namely DRC (Digital Reality Creation) and DCS (Digital Cinema Sound) that work in tandem to create a magical mix of music and movies.

"There is a big difference between owning a 'Wega Theatre' and just another home theatre. For Sony and our business partners, the purchase of the 'Wega Theatre' signals the commencement of a relationship based on customer empathy and personalised service", said Yokota.

"With the increasing acceptance of DVD media, home theatres have now become an integral part of the consumer home entertainment scenario. As consumer tastes evolve, customising home entertainment packages according to individual tastes, lifestyles, budgets and room layouts will take priority. With the launch of 'Wega Theatre', we aim to address this growing segment of consumers."

He sid Sony's large screen TV sales was up 33 per cent at the end of the financial year ending March 2003 while DVD deck sales were up 278 per cent in the region. Hi-Fi system sales growth was to the tune of 220 per cent. "Growth from the audio-video categories has been possible due to a revamped business model and new marketing approaches which place emphasis on getting closer to the customers," said Yokota.

Sony has also created a dedicated website which will allow prospective Wega Theatre customers to put together their own virtual Wega Theatre. They can also book a preview of the selected package online.