18/11/2002 Interview with Faye Curtis of Sony UK
Do you consider the UK PDA market to be very tough due to the low up-take of this type of technology here?
We are finding that it is a fairly saturated market as there is such a variety of handhelds out there for those who are interested in this type of technology. That is why we feel it is important not to focus on the technology angle but entertainment instead, such as gaming with the new miniature games controller and many Palm-compatible games, connectivity with the Bluetooth Memory Stick module or music downloads with several of our current range. In addition to this, we want to appeal to those with less income which is why we have introduced the entry-level PEG-SL10.
Are you happy with the success of the Clie in the UK and are you expecting to make accessories and the machines themselves more widely available in the future?
CLIE was launched into the UK market - just two years ago, during this time we have grown our market value share (within a market currently valued at £96.9m) to stand at 8.0 % (Sept 02 GfK data 4 week ending.) This success has largely been driven on the back of one or two products. We now have a full line up of five Sony CLIE's embracing all sectors of the market and all price ranges from £99 SRP inc VAT to £449 inc VAT. We are therefore extremely committed to the PDA market and naturally are expecting significant growth of our business in this field going forward. The positioning of the Sony CLIE in its applications and supporting accessories is heavily skewed towards consumer applications, therefore naturally we are always looking at ways to expand distribution and improve recognition of the brand.
Is the Clie sector an exciting part of Sony to work in?
Absolutely. Mobile Communications is taking centre stage more and more to meet the demands of travelling executives and therefore it is a key area for Sony with the developments of wireless technology. Next year will be an important year for product and accessory launches, but we can't give away too much at the moment…
Do you see the Palm OS and Pocket PCs dominating PDAs for the next few years?
These two platforms are very well-established now and I expect them to maintain this strong position however I do foresee the differentiation between PDAs and Smartphones decreasing and the two devices combining. We mustn't forget the smaller yet important players in this market such as RIM or Symbian.
Will Sony continue to add new features and have the same release as now i.e. one machine every 2 months.
One part of our strategy will be to keep updating the high-end models by adding features and technologies, but equally we will look at ways to increase our customer base by offering different models for different needs, whether that is functionality, appearance or anything else. We don't really have an established launch pattern as such, it is more a case of making sure we have the right models for peak periods.
What in your opinion is needed for the 99% of people who have never wanted a PDA to buy one?
We need to educate people on the applications of the Sony CLIE. It is much more than just an "over priced diary." Yes it contains the usually "Personal Information Management - PIM" features such as Diary, Contacts and Calculator. However, CLIE stands for Communication Link, Information, Entertainment. I'm sure that once people realise they can send emails, surf the web, play games, listen to music then we would start turning this sector of the market.
What's the best film you have seen and why?
Top GUN ( Tom Cruise in his early days, Fast Bikes and Aeroplanes and romance all mixed into one !!)
Do you use a PDA yourself and if so, which one and why?
Of course, I currently use the top of the range NR70V. This model is the ultimate model on the market with is revolutionary flip design, built in keyboard and camera.
Do you believe that the Clie related web sites are a help or a hindrance to Sony's strategy?
They are a help most of the time - its great that there are so many enthusiasts out there. We can also learn a lot from these sites. They can sometimes be a hindrance when they promote new products available in US and Japan - but not yet available in the UK ! This is however something we are working on - to make world launch times more consistent.
will Sony buy Palm? If you answer that one I will eat my NR70:)
Sorry - no comment.
My thanks to Pippa Copeman-Hill for arranging this interview and to Faye for taking the time to answer my questions (I have been wanting to interview Sony for ages:)) If you want to find out more about Sony UK visit them here.