Sony who are known for having some of the most expensive mass market consumer technology gadgets are set to lift prices by up to 30%. The move could force consumers into brands such as Samsung who are only talking of price rises of between 5 and 15%.
The move by Sony to gouge additional revenue from Australian consumers comes as no surprise with buyers of a Playstation console such as a PS3 with an 80GB hard drive being forced to pay up to $200 more than the price of the same product in the USA.
A Sony Bravia 46″ HD LCD TV the KDL46XBR which is on sale online in Australia at $3,054 is being sold in the US by Best Buy at $1,199.
The Company says that the price rises are unavoidable due to the decrease in the value of the Australian dollar.
In an effort to minimise the impact of the massive price rises Sony has attempted to conduct selective media announcements as opposed to their traditional mass mailing of media announcements.
Carl Rose the Managing Director of Sony Australia said “We have resisted any price movements throughout the important Christmas trading period, however, in the New Year we will introduce a range of price increases that will range from 5% to 30% and are subject to currency fluctuations”.
Sony has also said that the price of Notebook PC (VAIO) and Car Audio will raise effective from January 1, 2009.
For other categories – including audio, visual, digital imaging, personal audio there will be incremental percentage increases in early 2009.
