Sony is shifting away from its strategy of catering to the high-end segment, with the vendor set to launch a series of phones targeted at the highly competitive entry-level segment in India.

Sony

In an interview with The Indian Express, Sony India managing director Kenichiro Hibi stated that the handsets — which will be exclusive to India — may even be manufactured in the country. Hibi said that the change in strategy to focus on the budget segment was due to Sony's belief that India is one of the fastest growing markets in the world:

Hence, it would require a separate strategy. For instance, in smartphones, Sony may not globally have models in the Rs 8,000-10,000 range, but we have to launch such models in India to survive in this tough market where there are almost 100 smartphone brands.

Customers looking to buy an entry-level handset are spoilt for choice. There's the Android One initiative through which local vendors are selling affordable devices that offer decent hardware for under ₹6,000 ($100). Motorola's Moto E 2015 — available in 3G and 4G variants — is available for under ₹7,999 ($125).

Then there's the Chinese contingent, with Xiaomi offering the Redmi 2) with a 4.7-inch 720p display, Snapdragon 410 CPU, 1GB RAM, 8MP camera and 2,200mAh battery for ₹6,999 ($110). Huawei has the Honor Holly up for sale at the same price, with the handset offering a larger 5-inch 720p display and a quad-core 1.3GHz MediaTek MT6582 CPU. Finally, Micromax's Cyanogen OS-based Yu Yureka is available at ₹8,999 ($141).

Considering the sheer variety of handsets on offer, it would be an uphill battle for Sony to get a foothold in this segment. Samsung is yet to gain a considerable market share in the budget segment, with the vendor thus far flooding the entry-level category with handsets that feature underwhelming and outdated hardware. Hibi will be discussing the manufacturer's "Made in India" strategy with CEO Kazuo Hirai later this week in Japan.

Source: ET Tech