Sony Thai launches Internet TVs

Sony Thai yesterday introduced its Bravia Internet TVs in Thailand for the first time, in alliance with local digital content providers.

The launch is in line with the company's "redefining entertainment" strategy of diversified solutions, which have been driven by redefining four key elements: products, content, customer focus, and retail marketing. This is expected to boost its sales growth 10 per cent in this fiscal year.

So far the company has joined with three local providers of digital news and variety content: BBTV New Media, a unit of Bangkok Broadcasting & TV, the operator of Channel 7; Nation Broadcasting Corporation; and Moto Technology, operator of MThai website and Gossip Star magazine. They will provide digital content for Thai consumers to access through Bravia Internet televisions.

Toru Shimizu, managing director of Sony Thai, said the company would launch 24 models of Bravia LCD (liquid crystal display) TVs on to the Thai market this year and 80 per cent of them have Internet TV function, and more than 30 per cent have three-dimensional function.

He said the Thai market presented both positive and negative situations.

"We faced some political issues within Thailand and also with other countries. Meanwhile, the positive situations are the exchange rate, GDP growth and the unemployment rate," he said.

Shimizu said Sony expected to achieve 10-per-cent growth to between Bt10 billion and Bt15 billion in sales for its fiscal year 2010, which will end on March 31, compared with the previous fiscal year. The company achieved positive growth despite some negative market conditions, thanks to the Fifa World Cup tournament in the middle of 2010.

The prices for Bravia LCD TVs with Internet TV function start at Bt16,990 for a 32-inch model, and at Bt35,000 for 32-inch models with 3D function.

Sony Thai expects to increase the local market share of Bravia LCD TVs from 22 per cent last year to 25 per cent this year, and up to 30 per cent in 2012. Currently, about 10 per cent of total sales of Bravia TVs globally are 3D units and 50 per cent of its sales are Internet TVs.

Hiroshi Sakamoto, senior general manager of Sony's home entertainment business group, said: "Internet TV will be a very standard function in the next five years, as 100 per cent of LCD TVs will have Internet TV function. More than 50 per cent of LCD TVs will also have 3D function in the next five years."

Sakamoto said Sony currently provided more than 100 Internet content services to its Bravia TVs worldwide. The number of viewers of Bravia Internet TVs increased quite rapidly last year to 23.4 million. The ratio of Internet TVs in the company's Bravia TV line-up jumped dramatically from 42 per cent in fiscal year 2009 to 83 per cent this year.