£40m marketing and new B2B division to drive Sony Xperia sales


Japanese manufacturer hopes new division will help grow closer ties with B2B resellers and airtime partners

Sony Mobile has created a new dedicated B2B global marketing team as it looks to drive sales and boost appeal of its Xperia portfolio.

According to Sony Mobile, the new B2B marketing division is designed to help the firm grow closer ties with the B2B reseller community as well as it airtime partners.

Resellers will have access to Sony’s online ‘Asset Pack’ containing access to marketing collateral, extensive details of all its products and information on specific B2B services available such as mobile security and mobile device management (MDM), through partner SOTI.

Sony Mobile key account manager Stephen Hunter (pictured) said: “We now have a global marketing team that are looking at Xperia for business and how to engage with business customers outside of the consumer space.

“Campaigns will be run by Sony itself and in partnership with networks that will push business specific uses for the phone.”

Campaign to boost sales

The move coincides with the launch of the manufacturers new ‘Everyday Extraordinary’ above the line marketing campaign in the UK, said to be worth an estimated £40 million.

The campaign kicked off last week (April 2) and focuses on the Xperia Z3 and Z3 Compact smartphones, as well as its smart wearable product range.

The aim of the campaign is to help better educate customers on what the device is capable of as apposed to confusing specification jargon.  Screen Shot 2015-04-14 at 10.42.39

Advertising will feature across TV, online (including YouTube, AND social media), radio and outdoor – such as billboards.

According to the latest UK smartphone sales figures from Kantar Worldpanel ComTech for the three months ending February 28, Sony Mobile has maintained third position, with sales accounting for nine per cent of the market (above Microsoft, 7.5 per cent), down from 9.8 per cent a year ago.

Sony claims to be the only “legitimate” challenger to leaders Apple and Samsung (see page 21) and the new campaign will help cement its position.

Delivering better quality

“Since becoming Sony Mobile (split from Ericsson in 2012), we have been delivering better quality, more innovation and good value for money,” Sony UK and Ireland marketing director Catherine Cherry told Mobile News.

“That has been helped by the marketing and investment. There is no point having a great marketing campaign if your products aren’t any good and vice versa if you have great products but don’t tell anyone about them. It is important for us to invest behind those products and continue to show current or potential customers that Sony is delivering experiences they want and we are visible in the market.”