SONY TO BRING THE NOVELTIES OF CES 2012 TO ROMANIA SOON Tomohiro Nakashima, Sony: "The Romanian market can absorb new technologies and products"

• Last year, the Romanian IT&C market grew for the first time in the past three years

Reporter: How would you describe the IT&C market of Romania in 2011?

Tomohiro Nakashima: Last year, the Romanian IT&C market grew for the first time in the last three years, which is the result of the need for technological progress and the optimism caused by the economic recovery. Thus, the market for notebooks increased almost to the same level as 2008, which was a year of economic boom.

Also, audio-video products have seen a good evolution, posting an increase in sales due to the TV segment. As a result, the 3D segment, a market which was only open to consumers in 2010, has continued to grow. Sony, one of the market leaders, has supported the development of the 3D market both nationally and internationally, by providing fully integrated solutions: TV, 3D photo cameras, as well as content such as movies or games, and PlayStation consoles. We estimate that the total size of the market for 3D TVs was about 7,500-8,000 units sold in 2011, in other words 10 million Euros.

Reporter: What is the structure of operations in Romania and what are the areas in which you invest?

Tomohiro Nakashima: In Romania, Sony has a team of 30 employees which cover the audio-video, notebooks, TV and the professional market. The operations include the local strategy, sales and marketing for all the segments. The investments are made on a global level, in research and development, new products and sustainability projects.

Reporter: Which products were the best sellers in Romania in 2011?

Tomohiro Nakashima: Sony in Romania has an extended range of products. Last year, we had products which sold well in all the categories, from VAIO laptops to the Bravia TV systems. In the case of VAIO for instance, we have seen good results on the consumer segment for the EH and CA series, whereas on the business segment, the largest sales were generated by the SB series, due to the diversity of the product range, and to the recovery of the market. As for the TV sector, Sony wants to provide the best picture quality, having seen an increase in demand for the 40" Bravia range, where the offer was expanded. Also, we have seen increased demand for 3D TV, which was on one hand due to the technology used, as Bravia reproduces real Full HD 3D images (ed. note: high definition) and, on the other hand due to the related services which Sony offers, such as Sony 3D Experience. Through this service, Bravia users can access 3D movies or video clips online directly from their TV set. In 2012, through the 3D Experience service, over 100 new titles will be available. Last but not least, in the case of the photo category, the Cybershot and NEX product ranges saw the highest sales.

Reporter: What is the business segment that you are focusing on this year?

Tomohiro Nakashima: We focus on consumers and we are pursuing rises on all the business segments. In order to respond to the requirements, we will bring to the Romanian market the novelties which were presented at the CES 2012, since the Romanian market can absorb the new technologies and products.

Reporter: What products did Sony present at the CES 2012?

Tomohiro Nakashima: The products which we launch at the CES in Las Vegas attract the attention of consumers every year. Whereas in 2011 the novelties were focused on the 3D feature, this year Sony focused its attention on interconnectivity and content for the new technologies. At the CES 2012, Sony presented the LED Crystal generation of displays, with 6 million ultra-thin displays, for Full HD resolution. We have also launched the first walkman with the Android operating system, Walkman Z, with S-Master MX amplifier and Clear Audio 5 technology.

On the TV segment, Sony presented the new Internet TV, the series of TVs with 3D technology, HD resolution with X-reality and X-reality PRO technologies. The premium product in this range, Sony HX850, relies on a 3D display with a response time 4 times higher than a regular screen. In the home entertainment category, Sony presented the Home Cinema and Blu Ray systems that offer a Digital Camera 4K resolution, which means a quality 4 times higher than the one provided in cinemas. Also presented were the most compact 3D video camera, Handycam, together with 13 new video cameras and the new compact photo cameras with the SteadyShot picture stabilizer, for clear images. The VAIO laptops were the main attraction of CES 2012.

Reporter: What are your expectations for the evolution of the Romanian IT&C market for 2012 and the medium term?

Tomohiro Nakashima: At the moment we expect the Romanian IT&C market to remain at last year's levels, since consumers are careful with their spending. We might see a positive evolution on the laptop, camera and TV segments once the launch of new technologies arouses the interest of the enthusiasts. Moreover, we need to admit that the Romanian market is developing, which means that in the medium term it will grow.