Sony aims to allay channel fears over ‘recall’

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By  Published  December 1, 2006

Sony is aiming to allay channel fears of yet another product recall after its recent announcement of a potential display defect affecting its Cyber-shot digital still camera (DSC) range. Sony revealed that the LCD monitor incorporated in eight Cyber-Shot cameras, sold between September 2003 and January 2005, could display ‘warped’ images when operated in warm and humid climates. Sony Gulf said that speculation regarding further defects in its DSC line-up was false and that the company was simply offering an “extended warranty” covering affected products. “This is not a recall,” declared Sony corporate communications executive Neil D’Sylva. “Sony Gulf has yet to receive any reports of faulty cameras from our regional customers and allegations of a recall are a complete exaggeration. “What Sony is offering is an extended warranty on certain camera models [specified in the company announcement] if they develop defective image displays.” D’Sylva acknowledged that environmental conditions in the Middle East made reports of the defect particularly worrying for Sony Gulf. However, he said the company was not anticipating a market backlash. “We are aware this announcement could adversely affect our reputation in the region and we are still assessing the extent of the damage it will have,” he said. “Sony Gulf is working closely with its channel partners to meet consumer needs and will provide support as and when required,” said D’Sylva. Naser Shashaa, associate research analyst for IDC, predicted Sony would move quickly to allay doubts about the quality of its products. “Sony must emphasise to consumers and channel partners that this is not a recall if it is to come out of this unscathed,” he said. Shashaa said Cyber-shot remained the number one brand in the regional DSC market in Q2, 2006, despite strong challenges from Canon and Olympus in the UAE and Saudi Arabia respectively.

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