Sony wagers on Saudi’s next tech chapter

Expanding partnership? Trade between Saudi Arabia and Japan remains heavily weighted toward energy, with Japan importing bns of USD worth of Saudi crude and petroleum products each year, while the Kingdom imports Japanese vehicles, machinery, equipment, and steel. But the two countries are increasingly expanding their partnership beyond energy into AI, digital transformation, gaming, space, and advanced technologies.

The Sony brand has been part of Saudi Arabia’s consumer technology landscape for more than five decades, evolving alongside the Kingdom’s changing market and increasingly tech-savvy consumers. At the intersection of this long-standing relationship is Hassan Obaidan, an executive committee member of the Saudi Japanese Business Council, who has worked with Sony through Modern Electronics since 1999.

We spoke with Obaidan to talk about the evolution of Sony’s presence in the Kingdom, the prospects and challenges shaping Saudi Arabia’s rapidly changing consumer market, and the technologies set to transform businesses and jobs. He also discusses the growing economic and technological ties between the two countries, the role of AI in Sony’s products, and the importance of taking a long-term approach to building successful businesses and partnerships.

E: How did your professional journey with Sony begin?

Hassan Obaidan (HO): My relationship with Sony started in 1999 through Modern Electronics, the official distributor of Sony products in Saudi Arabia. Throughout my career, I have had the opportunity to witness how the Sony brand has evolved while maintaining a focus on innovation, quality, and consumer experience.

What initially attracted me was Sony's ability to combine technological excellence with products that connect with people's everyday lives. Over time, that relationship developed into a deeper appreciation of Sony's long-term vision, customer-centric approach, and commitment to bringing meaningful innovations to the Kingdom.

E: Does Japan still view Saudi Arabia primarily as an energy supplier, or has it come to see the Kingdom as a long-term investment and technology partner?

HO: Today, the relationship between Japan and Saudi Arabia extends far beyond energy. While energy remains an important pillar of the relationship, both countries increasingly view each other as strategic partners across a broad range of sectors, including technology, innovation, manufacturing, entertainment, and human capital development.

This evolution is reflected in the growing cooperation between Japanese and Saudi organizations and in the increasing alignment between Saudi Arabia's Vision 2030 ambitions and Japan's strengths in advanced technology and innovation. My involvement with the Saudi Japanese Business Council also reflects the importance of strengthening these long-term economic and technology partnerships.

From Sony's perspective, the Kingdom represents an important market with significant long-term potential, driven by a young population, strong digital adoption, and a clear national vision for innovation and transformation.

E: What distinguishes the Saudi market? What are the greatest challenges companies may face, and what are the main obstacles to expansion?

HO: Saudi Arabia is one of the most dynamic and rapidly evolving markets in the region. The Kingdom has a young, digitally connected population with high levels of technology adoption and a strong appetite for innovation.

For companies looking to grow, success requires more than simply introducing products into the market. Consumers increasingly expect local relevance, strong after-sales support, seamless retail experiences, and products that align with their lifestyle needs. Providing customers with multiple touchpoints is also increasingly important, whether through physical showrooms where they can experience products firsthand or through e-commerce platforms, including sonyworld.sa, which offer convenience, exclusive promotions, membership benefits, and access to a broad range of products and services.

The biggest challenge is often adapting quickly to changing consumer expectations, while maintaining operational excellence and long-term investment in the market. Companies that take a long-term view, build strong local partnerships, and remain close to the needs of Saudi consumers are best positioned for sustainable growth.

E: Which technologies or trends do you believe will transform businesses and jobs in the future?

HO: AI will undoubtedly be one of the most transformative technologies across industries. We are already seeing AI enhance productivity, personalize user experiences, and improve decision-making across both consumer and enterprise environments. This is evident in Sony’s efforts to integrate AI into products such as televisions, cameras, and audio devices to create smarter and more immersive experiences.

AI-driven technologies have been seamlessly integrated into Sony’s products. In Home Entertainment, our BRAVIA TVs are equipped with Sony’s proprietary XR Processor. This technology goes beyond conventional AI and analyzes the content and recreates pictures the same way humans see in the real world, bringing creators’ intent to life.

In digital imaging, Sony’s advanced AI capabilities enable our cameras to recognize and track various fast-moving subjects, including people, animals, and vehicles. This intelligent automation optimizes autofocus and exposure settings, ensuring the best possible shot in every situation.

Beyond AI, technologies related to digital content creation, immersive entertainment, gaming ecosystems, cloud services, and advanced automation will continue to reshape how people work and interact with technology.