Sony aiming to boost market share of flagship smartphones in Taiwan - Focus Taiwan

Sony aiming to boost market share of flagship smartphones in Taiwan

Jonathan Lin (林志遠), president of Sony Mobile Taiwan
Jonathan Lin (林志遠), president of Sony Mobile Taiwan

Taipei, Jan. 14 (CNA) Japan-based Sony Corp. expressed optimism Tuesday that with the emergence of 5G technology, shipments of its flagship smartphone models will increase to 23 percent of the Android phone market in Taiwan this year.

Jonathan Lin (林志遠), president of Sony Mobile Taiwan, told reporters the Japanese brand is preparing for the upcoming wave of replacements that will accompany the 5G technology.

Sony's 5G flagship smartphones, starting at NT$20,000 (US$668), will be released in first half of the year in Taiwan, where 2020 has been designated as the start of the 5G era, according to Lin.

Smartphones priced at NT$20,000 and over currently account for 60 percent of Sony's total phone sales in Taiwan, and that ratio is expected to increase to 70 percent with shipments of its high-end 5G models this year, he said.

"Sony's goal is to boost the market share of its flagship smartphone models in Taiwan, and we are confident of an increase from 15 percent in 2109 to 23 percent this year," Lin said.

With its current 15 percent market share, Sony is in second only to Samsung Electronics Co. of South Korea in Taiwan's high-end Android smartphone market.

According to local media reports, Sony is expected to unveil its 5G smartphone models in February at the Mobile World Congress in Barcelona, and they will hit the Taiwan market in the second quarter of the year.

Lin said Sony is also planning to release mid-range 5G models in Taiwan later this year and to introduce competitive hardware that will allow new video and audio experience and thus attract more buying.

However, while Sony is upbeat about Taiwan's 5G market, it recognizes that telecom operators will be facing a challenge of consumers possibly being deterred by higher subscription fees for 5G services, he said.

An auction for 5G spectrums, which started in Taiwan last December, is still in progress amid fierce competition among the country's major telecom companies.

(By Jaing Ming-yan and Frances Huang)

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