A powerful prescription

In the final instalment of a series of articles with Sony, we ask category marketing manager Omar Gurnah to answer your questions and queries on tablet devices

Q: How can electrical retailers capitalise on the booming market for tablets?

A: Selecting the right range is key. There are more than 100 different tablets available in the UK already, and almost all of them do the same things.
Choosing models that actually stand out from the crowd either by design or features is extremely important. There also isn’t a ‘destination’ store for tablets today. If you can explain the differences and show why model A is different from model B, you’ll quickly become that destination.

Q: What’s the best way to demonstrate, display and sell tablets in-store?

A: The key to retailing tablets is to showcase their unique selling points. Doing this needs a working wi-fi connection and display stock you can demonstrate. In the case of Sony, retailers can easily demonstrate things like PlayStation games running via a PS3 controller or ‘throwing’ video from a tablet to a TV set in the store. Both are quick and simple demos, which demonstrate why the Sony Tablet does more than others.

Q: What are the main USPs of Sony’s tablets?

A: We are the world’s only tablets with the PlayStation Store built-in, so you can download and play PlayStation games. Our tablets can also ‘throw’ music, video and pictures wirelessly to an internet-

connected TV or hi-fi – even if it’s not a Sony. The same goes for the built-in remote control, which can control pretty much anything in your home with the built-in app and infra-red hardware. Lastly, our tablets – unlike many others – have an SD card slot, so you can add memory quickly and easily. This is great if you’re going on holiday and want to take a load of movies with you, for example.

Q: Can I use tablets as a sales tool for my staff?

A: Staff can use tablets to look up information on products or the latest promotions. There are also apps and services available that turn a tablet into a point-ofsale terminal. With a Sony tablet, the built-in remote can be used to control the entire store, from the products on the shelves to the lighting and security.

Q: How can I incorporate a tablet into the instore convergence message – i.e. networking, streaming, etc?

A: You can use the Sony tablet to turn on a TV or hi-fi, set the volume and then ‘throw’ music and video across the store, regardless of brand. It’s a very quick and visual way to show how home networking can work. Everyone that sees it in action is blown away.

Q: Where can I get content for my tablets?

A: On the Sony tablets, you can use the PlayStation Store, Movies Unlimited, Music Unlimited, the Reader Store or Android Market.
All in all, that’s access to around 15 million songs, one million books, 250,000 apps and thousands of movies. You’re not going to be short of content.

Q: How do you see tablets playing a bigger role in the home and retail space?

A: The tablet is quickly becoming the product everyone in the house picks up to check their email, look up the name of an actor on TV or play games on. It turns on instantly, runs for an entire day without a charge and weighs less than most books.
The tablet will change the way store staff access information, check the latest pricing and promotions or even process sales.