Dialling Up Market Growth
From its inception in 2001, Sony Mobile’s handset offer had focused on a proposition that combined high-end design with feature camera technology and some innovative ideas. The proposition had successfully targeted younger, technological pioneers, gaining market share of around 5%. By 2007, however, Sony’s share had plateaued, as the company found itself struggling to grow beyond a relatively niche audience and proposition.
Having been working with Sony Mobile since the company’s beginnings, The Value Engineers were approached to help Sony Mobile understand how they could better meet the needs of an increasingly complex global market for mobile devices.
We created a global segmentation for Sony and worked with the senior management teams across markets to review the category and determine the optimal strategy for growth. We then provided clear guidance on product and communications, enabling the business to develop successful propositions that have taken the brand beyond its traditional audiences and product offer.
From the segmentation, we have built a brand and media tracking study in conjunction with Sony partner agencies.
The study provides on-going insight and guidance for the global brand and proposition development, and is available to individual markets on demand. Demand from country teams has continued to grow, and in total we’ve now spoken to nearly 70,000 consumers in 30 markets.
In the 12 years since Sony Mobile began working with The Value Engineers, our insights and strategic guidance have helped them to migrate from a manufacturer of complex, feature-led phones to the #3 manufacturer of premium smartphones, in a dynamic market that has seen many of their competitors disappear.