MOBILE COMPUTING
SASIWIMON BOONRUANG
The new Sony Vaio series highlights the company's new `Closer to You' slogan. |
Sony Thailand recently introduced new three new Vaio models with advanced features and designs, and new integrated software.
The company, meanwhile, launched its new slogan "Closer to You" reflecting the uniqueness of the Vaio product lines and its aspiration to technological improvement.
According to Hideyuki Furumi, Sony senior general manager of the Vaio business group, the change highlighted the shift in the way people use Vaio products that has taken place over the years.
According to Sony Thailand managing director Taisuke Nakanishi, Vaio has over 60 per cent market share in the over 45,000 baht notebook segment, and it was the leader in the medium to high-end notebook market.
The Vaio business group has grown continuously, and the company expected this year it would increase more than 50 per cent over last year. Furumi noted that Sony has targeted the growth of Vaio business to reach $10 billion world-wide by 2010.
In the last 10 years, the company decided to converge its knowledge base of visual and audio technology with IT technology into the Vaio product line-up to differentiate it from typical notebooks available in the market.
The Vaio products have been designed for users seeking mobility, personality and high definition audio and video, and with those types of feature, the products tend to be at the high-end of the market. Vaio designs are the result of Sony's desire to encourage customers to have an emotional connection with the notebooks, while remaining functional. Sony fans can expect to see the "cylindrical spine" across the three new Vaio notebook ranges, the Vaio SR, FW and Z series, with prices ranging from 57,900 to 99,900 baht.
Potential buyers for Vaios are young executives, said Furumi. The innovative cylindrical spine is the core of the Vaio, forming the power source as well as enabling the notebooks to be as slim as possible while also allowing for the largest possible screen size.
The stylish isolated keyboard is also design to prevent typing mistakes and eliminate typing noise, as well as improving comfort for women with long, manicured nails.
He added that the entry level was not the market for Sony, however, the company was now monitoring the new market segments, in particular netbooks.
"In the short term, we don't have a plan to join that market, but if we do decide to enter it, we will do so at the premium end," he said.
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