Nigeria: Sony Ericsson eyes 30% mobile phone share

Head, Sales for Market Unit Africa, Sony Ericsson, Mr. Jonas Gronqwist, said that they are eyeing 30 per cent of the Nigeria’s mobile phone market a short term.

Speaking in Lagos recently, Mr. Gronqwist, who as accompanied by the Head, Africa Market Unit at Sony Ericsson, Mr. Jorgen Berg, said that they believe that with the launch of its Xperia series would boost its market share to between 25 and 30 per cent.

“We can attract and approach what we believe in is the best approach for the purpose,” he said.

He disclosed that the African office of Sony Ericsson based in South Africa, was set up to ensure that this dream is realized, while liaising with the team in Munich, Germany, which reviews how and what could be done to expand to the Sub-Saharan market, by involving local persons.

“But, first and foremost we have to understand what is our say in those countries and how can we learn from Africa and how can we make sure that we adjust to the need of Africa,” he said.

Hence, he noted that working in Africa is not like what is obtainable in Western Europe or Asia.

“No, it’s not going to work, so, for that we need to look into what does Africa need and how can we do that, is our fascination?” he said.

On the range of products Sony Ericsson is bringing to the Nigerian market with the launch, Mr. 

Gronqwist, pointed out that though they company has a few drop in 2008 and 2009, when the company lost a lot of money.

He assured that there are now several measures taken during that period and it was also a very important decision for the company, because Sony Ericsson took data meditation.

He explained that Sony Ericsson had to go for a consortium and put in all the best even though at that time the step was unpredictable, adding that today, mobile manufacturer is very happy about the decision.

Today, he said, Sony Ericsson believes that it still has a good portfolio and has extremely dedicated free market everywhere and in most of the company, they have them working.

“We are here not to say that we did not make the stock and we’re going to change the road. No! We do believe we have a value role to play in Nigeria’s market. Definitely, we want to find the right partners to create that value and we want to take more steps,” he said.

In Nigeria, he said, Sony Ericsson has noticed lots of challenges on counterfeiting, but is coming up with some strategies to tame the effect.

First of the steps, he said, would to make sure that they have a warranty field on Sony Ericsson mobile products sold and by educating the consumers that as long as they buy the Sony Ericsson pack, that there is service warranty besides that.

He emphasized that Sony Ericsson is dedicated organisation within Sony on counterfeit, hence, devoted to fighting counterfeit in the market place.

“Definitely, there are some measures we have to take and I also believe that to be really effective, we need to work with the government to make sure that we get the co-operation for the Nigerian market,” he said.

Mr. Gronqwist emphasized that in launching these products from Xperia series, one thing that comes to mind is the beauty of those products and another thing is the availability, adding that when looking at getting the products into the Nigerian market, urging that the per capital income, “it’s not too high, not even optimal so to say.”

Sony Ericsson mobile phone quality, he said, is the number one on Android and working with key partners to become the point of choice, stressing that that was why the mobile company welcome Android on the commercial products and at this point there are no not-android products in that global range.

He urged for partners to assist the mobile manufacturer to meet its market share of between 25 and 30 per cents in the African continent.

“That’s why the key and the essential part is to bring the value back to the consumer. There are lots of others that are looking at the low range and we don’t foresee we can compete on that range for now,” he disclosed.

Sony Ericsson, he said, believes that the total market turned around is within 5 million handsets per year in Nigeria.

“… We believe that Sony Ericsson can reach somewhere around 2 to 3 per cent,” he said by the close of business in 2011.

He assured that within three years period the mobile company sees that the products and price of its brand will go more towards the smart phone and there will be more low and smart phones in the market.

“We can approach a bigger segment and within three years, we should definitely have 10 per cent market share in volume and likewise 23 per cent on value,” he said.

Remmy Nweke

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