Sony Mobile readies distribution review

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Review part of plan to ‘attack’ UK smartphone market leaders, firm says

Sony Mobile is reviewing its mobile distribution strategy, with a ‘request for information’ (RFI) process set to begin this month.

The manufacturer’s president for north-west Europe, Pierre Perron (pictured), confirmed this to Mobile News following the launch of its first ‘phablet’, the Xperia Z Ultra, and the SmartWatch 2 last week.

Perron said the company is currently reviewing its channel strategy and openly asking a range of distributors to express how best they can work with the manufacturer, with the aim of challenging the likes of Samsung and Apple in the UK smartphone market.

Sony Mobile is currently working with 20:20 Mobile, Tech Data Mobile and Ingram Micro Mobility. A number of other distributors, including Micro-P, are expected to be involved in the review process.

Perron said: “As a growing business, we are continuously reviewing our channel strategy to make sure that we adapt this to our ambitions, and I can confirm that we openly ask different distribution partners across the UK to share their plans when it comes to Sony Mobile.

“The process is ongoing and we will be selecting the key partners to enable us to achieve our business ambitions, which is reinforcing the numbers we are currently hitting and trying to attack the leaders in the UK smartphone market.”

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