Sony Mobile looks to broaden appeal with Xperia Z1 Compact

Sony Mobile is hoping the launch of what it describes as the “world’s best premium compact smartphone” will broaden the appeal of its devices among a wider range of consumers beyond early adopters and “consolidate” its position as the UK’s third most popular smartphone brand behind Apple and Samsung.

Sony Xperia Z1 Compact
The Sony Xperia Z1 Compact range

The Xperia Z1 Compact, unveiled today (7 January) at CES in Las Vegas, offers specifications akin to that of the flagship Xperia Z1 device but comes in a smaller size, with a 4.3 inch screen. It also comes in a range of colours: black, white, pink and lime.

Sony Mobile’s North West Europe marketing director Catherine Cherry told Marketing Week the device helps fill a “big gap in the market”, where there is demand for compact smartphones – but often smaller devices lack the premium features.

She added: “From a marketing point of view it’s important for us to communicate this is a better phone with all the specs. We are really sure this will be powerful because people want size but don’t want to make any compromise.

“We see that our brand has been slightly over-indexing with men so this device is definitely bringing an opportunity to have something that will excite a wider and perhaps more female audience.”

In an attempt to Sony Mobile’s brand appeal with the new device, upcoming product marketing for the Xperia Z1 compact will feature across more “mainstream” media than previous campaigns – which means the company will be spending more on marketing year on year as a result.

Cherry says unaided brand awareness of Sony Mobile has “more than doubled” in the past six months to about 30%, helped by a major campaign created by McCann Erickson to promote the Xperia Z product which ran in the early half of 2013 and the launch of the Xperia Z1 flagship handset in September.

Sony Mobile also claims to have held the UK number three spot in the smartphone market in terms of both value and volume, “for some time”, behind only Samsung and Apple.

Cherry says: “About 1 in 10 consumers choose a Sony phone and that’s a big step from a year ago – especially as around 10% of people say Sony is their favourite smartphone brand. In 2014 our goal is to expand on that number three position, making that a more consolidated position and increasing share.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here