New Delhi: Mobile handset manufacturer Sony Ericsson Thursday launched its Xperia range of mobile phones including -- Xperia Arc -- and playstation certified gaming smartphone -- Xperia Play -- in the Indian market.
Priced at Rs.32,000 and Rs.35,000 respectively, the phones are based on Qualcomm`s Snapdragon processor that lets users run multiple applications simultaneously with larger battery life.
"The launch of the Xperia Arc and Play is an important development for the brand in India, and with Sony technologies incorporated into our portfolio, we aim to become game changers here," said Pawan Chadha, country head India, Sony Ericsson.
"As social and digital media continue to change consumer experiences, our portfolio will complement this phenomenon, and take communication entertainment to the next level," he added.
While Arc is equipped with 10.6 cm touch screen, expandable memory up to 32 GB and 8.1 MP camera, Xperia Play, allows its users to experience PlayStation Suite games on the handset. It is also equipped with 5.1 MP camera.
According to a recent report "Mobile Youth Around the World" by media research firm Nielson, the Indian mobile phone market offers immense growth opportunity for smartphones, given that only 10 percent of the Indian youth have smartphones and 90 percent of them still have feature phones.
With social applications, and entertainment becoming the key mantras for mobile adoption in India, Sony Ericsson is optimistic about its new smartphones in the market.
To leverage these trends, the company has invested in marketing campaigns that will help grow the brand`s market share in the country, said Chadha.
"Sony Ericsson`s new portfolio is designed to cater to the current trends in the youth market. Our marketing campaign will bring alive our collaboration with Sony and Android."
The company will also invest in different experiential marketing by increasing consumer touch-points across the country.