Xperia under cloud in the market sales
July 8th, 2011 by Dipak Sarda

Sony Ericsson Xperia Play

News from the retail staff points that Sony Ericsson’s Xperia Play has not picked up as it was wrongly positioned in the market.

The average weekly sale in the stores is one or two handsets, which is rather meek. Despite heavy investment in marketing the phone, Sony Ericsson has missed the plot. The chance to make the world’s first PlayStation phone a success has gone astray because the phone targeted adult gamers than the teen market.

Carphone warehouse staff admits the fact that the sales have been bad. As per the reports coming from their stores, the wrong positioning of the device has wrecked havoc with the sales. It would have been better suited to 12-16 year olds than the gamers. The fact that the ratio of iPhone device to Plays in the store is 100:3 speaks about the confidence of the market on the device.

The other retailers too aren’t far away from this view. As per reports from Orange, the device is seen as a gimmick product. The professional users are seeing a Blackberry or an iPhone as better suited to their requirements than Xperial Play. And the teen users aren’t attracted to this as it wasn’t targeted at them. Price point is a problem of affordability for the teen users too.

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