News Sony unveils its strategy for 2012


Sony calls retailers to demonstrate the power of connected media


AT its Technology Conference held in London, Sony announced that the company’s strategic priority for 2012 is consumer engagement through its services, contents and products. The manufacturer has also outlined its retail channel strategy for 2012. “The world and the market are changing and the way people consume information is changing, and we have to adapt,” said Gildas Pelliet, managing director of Sony.


“Consumers now want to access more content, more often and at a time that is convenient for them,” added Shaun Dorrington, Sony marketing director.


trade update...


Consumer electronics distributor Harris and Russell has closed its door for the last time after 90 years of trading. Midwich has acquired H&R’s trade names and customer list.


Three steam mops from the Home-tek Europe range have


been awarded ‘Best Buy’ status by consumers


champion Which?. Which? has awarded Best Buys to the Home-tek Light 'n' Easy HT838 and HT839 models, as well as the Montiss


CSM5761M, of which Home- tek Europe is the exclusive distributor for in the UK.


LG Electronics revealed that it intends to achieve the top position in the home appliance category by 2014. LG plans to enhance its competitive advantage in the refrigeration and laundry categories and make strong investments in smart appliances.


Orbitsound grew its sales by 447% last year according to


4 The Independent Electrical Retailer February 2012 GfK. The company


outperformed the soundbar market, which saw strong overall growth of 65% year on year (second only to ebooks). Orbitsound has been the UK’s number one soundbar brand in both volume and value since October 2011.


Panasonic’s white goods range is now endorsed by Quiet Mark. The Quiet Mark is a sign of approval awarded by the Noise Abatement Society to manufacturers of the quietest products available in the market, and validated by the Association of Noise Consultants.


Pure’s cloud-based, on- demand music service, ‘Pure


Music’ is now live to UK customers. Subscribers will receive their first month free as part of a launch promotion. Pure Music allows the user to listen to millions of music tracks through any of Pure’s internet radios, a smart phone or a computer, for a monthly subscription of £4.99. Offline playback will be available soon for an additional monthly fee.


Whirlpool’s iXelium hob has been awarded an iF Product Design Award for 2012. The Whirlpool iXelium hob burners are integrated into the hob’s surface and it has superior performance against scratching, corrosion and yellowing compared to traditional steel hobs.


Market research shows that the complexity of modern CE technology has left consumers confused, with 27% of them giving up at the final stage of the consumer journey and failing to purchase the intended item. “The retail stage is the challenge at the moment,” said Mr Pelliet. “This 27% is the size of the lost


opportunity in our sector and it means that we should simplify the way we engage with consumers.”


“Demonstration is now


more important than ever,” argued Mr Dorrington. “On the outside all internet televisions look the same. The actual ‘personality’ is inside the product and in


many cases retailers don’t bring it out. The ability to chat to friends while at the same time watching television has to be demonstrated to consumers. Only then will they be able to get an understanding of the potential of connected media and embrace it.” Mr Pelliet argued that engaging with consumers in new ways is an urgent priority if Sony is to attract younger people and keep them loyal to the brand. The manufacturer is making a considerable investment in social media


communications, such as Facebook.


Sony has also revealed that it is currently developing a


Gildas Pelliet


European Partner Programme for all its partners to support their sales and merchandising efforts. The programme is to be launched in April. (For full report from the Sony conference see page 10).


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