Sony Renames Regional Headquarters to 'Sony Middle East and Africa FZE'

Name Change Reflects Company's Expanding Market Presence

Dubai-UAE: 27 August, 2012 - Sony today announced the renaming of its regional headquarters Sony Gulf to 'Sony Middle East and Africa FZE'.

The name change, which will take place with immediate effect, reflects the company's growing market presence in the region.

Since its inception in 1989 covering mainly the countries in and around the Gulf region, the company's regional operations have expanded to cover all markets of the Middle East including Pakistan, Turkey and the entire African continent. "Sony Middle East and Africa FZE" will better reflect Sony's expanding market coverage in the region.

Company Overview
New company name: Sony Middle East and Africa FZE
Managing Director: Hiroyasu Sugiyama
Headquarters: Dubai, UAE

-Ends-

About Sony Middle East and Africa
Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A network of representative offices in Kenya, Saudi Arabia and Pakistan, in addition to well over 250 accredited third party service centers reinforces Sony's presence in key markets in the region.

For further information, please visit www.sony-mea.com

For media inquiries, please contact:
Sony Middle East and Africa FZE
Neil D'Sylva
Tel: (971)-4-8815488
Fax: (971)-4-8817808
Email: Neil.Dsylva@ap.sony.com

APCO Worldwide
Mathilda Saad
Dir.: +9714 361 3879
Fax: +9714 388 8001
Mob: +971 55 6999890
Email: msaad@acpoworldwide.com

Craig D'Silva
Tel: 971 4 369 2926
Mobile: 971 50 4356041
Email: cdsilva@apcoworldwide.com