Sony sets up Indonesian marketing arm

JAKARTA (JP): The Japanese electronics firm Sony Corp. announced yesterday the establishment of PT Sony Indonesia, which will handle the domestic sales and marketing of its products.

The new company, Sony's third direct investment firm in Indonesia, has been incorporated with capital of US$1 million capital. It is 75 percent owned by PT Sony Electronics Indonesia and 25 percent by PT Bintangmulia Senaperkasa, a subsidiary of Amcol Group.

Sony Electronics, an export-oriented audio-electronic assembler established in 1992, is 95 percent owned by Sony Corp. and five percent by Amcol.

Sony Indonesia's chief commissioner, Johnny Kesuma, said yesterday that the Japanese electronics firm also has set up PT Sony Manufacturing Indonesia, a wholly-owned color television assembler, which will start production next March.

Johnny, who is also Bintangmulia's president, said that preparations for the establishment of Sony Indonesia began three years ago, when the sales and marketing of Sony products were handled by Amcol under a licensing agreement signed in 1986.

A director of Singapore-based Sony International, K. Kodera, said that the direct investment is in line with the company's global policy. Sony monitors market situations in every country considered of strategic import and makes prompt decisions, as well as providing knowledge of marketing technology to locals. (icn)