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Executive: Sony will not enter a pricing war in the tablet market

Posted: , by Alan F.

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Executive: Sony will not enter a pricing war in the tablet market
We've said it before and gosh darn it, we'll say it again. The low priced tablet market is getting to be a cutthroat mobile device category. Made popular starting last November with the launch of the Amazon Kindle Fire, the niche was legitimized by this summer's launch of the ASUS built Google Nexus 7.

Amazon's no frills 7 incher is about as barebones as an Android tablet can be. Wiped clean of any Google applications, you can buy content from Amazon, buy apps from Amazon, and buy cloud-based storage from Amazon. That all comes after you've purchased the tablet from, who else, Amazon. Still, all of this frugality (or cheapness, some might say) allowed the price of the device to come in a tick under $200 (a tick is less than a tad). According to the online retailer, the Amazon Kindle Fire captured a healthy 22% of the global tablet market and is now sold out. But that's ok because two sequels are expected to be announced on Thursday.

The Sony Xperia Tablet S

The Sony Xperia Tablet S

With all of these low-end price wars going on, one OEM that says it won't get drawn into the low-end pricing battle is Japan's Sony. Kunimasa Suzuki, an executive vice president at Sony, told the press there on Tuesday that the company will not get drawn into the low-priced tablet battle that is taking place. That comes after a statement made recently by Sony's U.S. president Phil Molyneux, who said that Sony is concentrating on the premium end of the tablet market and will not build a model with a 7 inch screen.

Besides Amazon and Google, Apple is expected to introduce either this month or next, a lower priced 7.85 inch tablet called the Apple iPad mini. With money practically oozing out of Apple's HQ in Cupertino, the manufacturer has the advantage of being able to price a mini version of the iPad at low prices in order to grab market share away from the competition. Like Apple, Google is also able to sit out a price war in this end of the market. On the other hand, Amazon doesn't live in the same neighborhood as its two rivals. Already said to be taking a loss on each of its tablets sold (although sales of content, apps and storage make it a profitable venture for the online retailer overall), it's not clear if Amazon can go lower on the $199.99 price of the OG model. In fact, the two sequels expected to be announced on Thursday include a low-end model with a new UI, and a higher priced variant with more storage and a faster processor. We'd expect the former to come in at the same $199.99 price of the now sold out original Amazon Kindle Fire.

 Meanwhile, Sony has just announced its first Xperia branded tablet, the Sony Xperia Tablet S which will cost $399 for the 16GB model, $499 for the 32GB version, and $599 for the 64GM variant. The trio is expected to launch on September 7th.

source: Reuters

11 Comments
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posted on 04 Sep 2012, 02:13

1. simonfrady (Posts: 25; Member since: 26 Dec 2011)


still waiting for 3G model.

posted on 04 Sep 2012, 02:16 8

2. snowgator (Posts: 3249; Member since: 19 Jan 2011)


Well, Sony, Maybe you haven't noticed but outside of the iPad, there ISN'T a demand for higher priced tablets yet. People still use tablets for fun stuff more than work, so they use disposable income for tablets as opposed to smart phones which are viewed as a need.

That is why I am a little worried for the first wave of W8 tablets. There just isn't a premium market yet, and both Sony and W8 tablets may kill themselves if priced like there is.

posted on 04 Sep 2012, 03:15 7

3. tmcr7 (Posts: 159; Member since: 02 Nov 2011)


Sony is always 1 year behind of its competitors.

posted on 04 Sep 2012, 05:13 4

6. MeoCao (unregistered)


I like Sony, but that's true. Hopefully Sony will do better, it's so far very encouraging.

posted on 04 Sep 2012, 08:07

8. pyradark (Posts: 776; Member since: 10 Jun 2012)


yup!! but they know how to blast & impress everyone... just wait & see, they will jump to the top

posted on 04 Sep 2012, 04:20 4

4. Hunt3rj2 (Posts: 396; Member since: 11 Nov 2011)


It's very simple, if Sony enters a price war, Samsung wins. The biggest company always wins in price wars, and the biggest company is Samsung.

posted on 04 Sep 2012, 05:14

7. MeoCao (unregistered)


Right, but SS has the most to lose if price war starts.

posted on 04 Sep 2012, 04:24 2

5. MeoCao (unregistered)


The new S is beautiful, S is for sexy I guess.

posted on 04 Sep 2012, 08:17 2

9. InspectorGadget80 (Posts: 6591; Member since: 26 Mar 2011)


It would be nice if they make a 7" tablet.THEY WILL SELL LOTS if they can just llisten to the consumers. ANywa i think their 9" tablet have good prices PLUS A FULL SD CARD rather than a sd card micro

posted on 04 Sep 2012, 18:30

10. lethalmemo (Posts: 13; Member since: 03 Sep 2012)


16gb wifi and 32gb wifi versions are available today 04/09/12 in Sony UK online store....

posted on 04 Sep 2012, 18:30

11. lethalmemo (Posts: 13; Member since: 03 Sep 2012)


16gb wifi for £329

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