Sony Vaio bets on new form factors, lower prices to gain laptop share

PC business has seen the biggest decline in its history in 2013. Do you think this is the right juncture to launch a laptop?
The laptop has been in a standard form for some time now and I think the customer expects something new, in terms of computing, especially given the growing popularity of smartphone and tablets. Keeping this in mind, we have launched the all new Sony Vaio Flip laptop-cum-tablet at attractive price points starting Rs 99,990 and going up to Rs 119,990. The laptop is available in four variants of 13’’, 14’’ and 15’’ that can be converted into a tablet with full HD display touchscreen, battery that lasts up to 7.5 hours, an 8 MP rear camera, Bravia surround sound quality, as well as a backlit keyboard, which allows for work in low-light conditions. The new laptop is also more lightweight at 1.31 kg, making for easier portability, as well as a dedicated USB port inside charging adaptor for quick smartphone charging, without blocking USB ports on the laptop, even when the laptop has shut down.

PC market leader Lenovo said its smartphone business is doing much better than the PC and laptop businesses.
Smartphone revenues of Experia have already crossed laptop revenues for us as well, although its unfair to compare these divisions. That said, we still think there is a business case for laptops and we will continue to exist in this space, but also keep innovating the form factor, like the new Vaio Flip to allow multiple experiences of work, social networking, entertainment and more integrated into a single device. This, along with gradually reducing the price of laptops and PCs, will help the PC industry to revive, in my opinion.

So what will Vaio do to stay afloat in this highly competitive, yet declining PC business? Are you looking at a smaller screen size or waterproof screens, like your Experia smartphones and Sony Experia Z Ultra phablets?
We need to come out with differentiated products in newer form factors, and a bigger portfolio for the same. Today’s launch marks the beginning of such innovation. No plans on the waterproof laptop screen as of now, but we do not rule it out in the future. As far as screen size is concerned, we launched an 11.6’’ Sony Vaio laptop at CES earlier this month; however, we think it is too early for this in India, as the niche segment of high-end convertible users that we cater to are more comfortable with larger screen sizes, so we want to test waters with our existing products first, before launching the smaller screen size in India.

Are you looking at any special schemes for corporate customers for this laptop?
While there are no special schemes for corporates, are offering an extended two-year warranty, at an extra charge of Rs 999. As a promotional offer, customers buying the Sony Vaio Flip will also get a complimentary premium headphone worth Rs 12,990. Vaio Flip also has an attractive finance plan, that is, six months EMI on select credit cards with zero processing fee We also offer cash-on-delivery and door-to-door delivery services.