Sony Mobile shifts focus to female consumers

Sony Mobile launched its latest Xperia Z Ultra smartphone recently, with the aim to appeal to Asian women."The Xperia Z Ultra is designed for those who desire a complete entertainment experience and from the looks of the phone - with its sleek angles and light feel. It was definitely designed for the quintessential Asian woman who can now enjoy her favourite shows while staying connected especially with the ecosystem of Sony products we now provide," says Cheong Wah Tong, head of market, Malaysia, Sony Mobile.Sony Mobile begin rolling out its advertising campaign via all media touch points, which will include TVCs, print & online, cinema etc. In addition, Sony Mobile Malaysia's Facebook page will carry awareness and on-going updates on the Xperia Z Ultra. There will also be a road show to promote the device, starting with Lowyat Plaza this week."We are also running a programme called Xperia X-Change, where consumers can trade in their current mobile phones for a brand new Xperia Z Ultra. This is valid for a limited time and will be on a first-come-first-serve basis while stocks last," adds Tong.The launch is accompanied by mainly global creatives, which are localised. In Malaysia, Sony Mobile is working with IF Isobar for the Xperia Z Ultra's digital campaign, MediaCom, its new media agency effective August 2013 and Hill+Knowlton Strategies who will be handling the PR for the campaign."Sony Mobile is aiming to be among the top three smartphone manufacturers this year and 2013 so far has proven to be a breakthrough year for us and our ambition is to grow our overall market share. We believe we have the right products, technology and people in place to be successful," Tong said.