The growing influence of Gen Z consumers in the UAE is playing a significant role in shaping demand for Sony’s premium audio products.
According to Jobin Joejoe, Managing Director of Sony Middle East and Africa, this demographic is driving notable growth in the wireless headset segment, particularly in the premium category.
Speaking to Dubai Newsweek on the sidelines of the Sony 2025 product showcase held at W Hotel, Yas Island, Abu Dhabi, Joejoe outlined the company’s observations on consumer trends, product performance, and future plans for the region.
“Because of the Gen Z population, there is a substantial growth in the headsets business, especially in terms of premium wireless Bluetooth headsets. These have also become a fashion statement,” said Joejoe.
Consistent performance across product categories
According to Joejoe, Sony’s product categories continue to perform strongly across the UAE market, with high engagement seen in televisions, audio systems, headphones, and cameras.
“Very frankly, most of the segments that we are present in are very popular among customers in the UAE — BRAVIA televisions, headphones, cameras, audio products. We have a product that caters to every kind of customer need,” he said.
Strong demand for large-screen televisions
Sony has identified a sharp increase in demand for large-screen TVs in the UAE, particularly models 75 inches and above.
The BRAVIA 8 II, BRAVIA 5, and BRAVIA 2 II, introduced at the event, are expected to meet this growing preference for immersive viewing experiences.
“Today, if you look at, for example, in the case of television, the growth that we are seeing in the UAE market is in 75-inch and above televisions. So all sizes—75, 85, 98 inch—there is substantial growth happening in the market,” Joejoe stated.
AI integration
Joejoe emphasised that AI has long been integrated into Sony’s product development, with the company continuing to enhance user experience through intelligent features.
“AI is not something that is new to us. It has always been a part of our DNA. Most of our products today are AI-driven — be it the BRAVIA TVs with Cognitive Processor XR, the AI processing in our Alpha cameras, or the AI chips used in our sound products for superior noise cancellation,” he added.
Addressing the topic of international tariffs, Joejoe confirmed that pricing in the UAE and wider GCC region remains unaffected.
“Fortunately, for us, especially in this part of the region, I don’t see any kind of impact that the tariffs between the US or countries reciprocating to the US should have on this region,” he shared.
Customer-driven innovation to continue in 2025
Joejoe reiterated Sony’s commitment to customer-centric innovation and confirmed that the 2025 line-up revealed at the event is only the beginning of what the company has planned for the year.
“At Sony, it’s always the customer first. Understanding customer needs and developing innovative products to meet those needs is what Sony looks forward to. What you have seen is basically the line-up for the first quarter, but it does not stop there. Throughout the year, you’ll find product launches. It’s a bit early to share more due to embargoes, but customers can definitely look forward to more,” Joejoe concluded.
tanvir@dubainewsweek.com
