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Vaio laptops make grand comeback in the Middle East

Sony, Vaio, laptop, Nexstgo

Dubai - The new Vaio range starts at Dh4,400.

By Alvin R. Cabral

Published: Tue 8 Oct 2019, 1:00 PM

Last updated: Tue 8 Oct 2019, 3:01 PM

An iconic laptop brand is putting the industry on notice: It's back with a powerful new line-up, ready to further prop up the revitalised PC sector.

Vaio, a name that became synonymous to Japanese tech giant Sony, announced four new laptops in Dubai on Tuesday to take on the increasingly-competitive premium segment.

Nagano-headquartered Vaio is launching the laptops in the region under a licensing agreement with Hong Kong-based Nexstgo.

The last Vaio device under Sony was released back in 2013; the company then sold off the brand the following year to focus on its mobile division.

Six years after - and after a lot of thorough research - the brand is back, ready to cater to a generation of users that have become more highly productive and creative.

"The Middle East is a very important market for us... it is a high-end market, people are willing to spend and it is a very good match for our positioning," Alex Chung, CEO and co-founder of Nexstgo, told Khaleej Times.

"We're looking for high-spending customers who seek high quality and good technology - the Middle East market is just that," he added, lauding the region's PC market, which has bucked the global trend as it continues to grow, thanks also to government initiatives - especially in the UAE - which encourage innovation.

It also helps that Sony has enjoyed a fruitful relationship with Middle East markets: Sony founder Akio Morita had very good relationships in the region, allowing the Vaio brand to resonate until today.

Nexstgo has launched the Vaio laptops in several parts of the world. Another factor for returning to the Middle East market was because of the clamor from resellers, which is a proof of loyalty for the brand, Chung added.

Kaoru Hayashi, director, corporate officer and head of the PC business unit at Vaio, beamed optimism for the PC market despite increased competition from tablets and smartphones, alluding to the fact that laptops are still irreplaceable on certain key verticals.

"There are a lot of people who want to express themselves and they still want to do this with laptops," he told Khaleej Times.

"In order to differentiate themselves they need to have a product for creativity. There are more specific needs that will allow the PC market to grow."

The new Vaio range starts at Dh4,400.


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