LIVE FROM GSMA MOBILE ASIA EXPO 2012: Localising mobile devices for Asian markets is important for handset makers wanting to have an impact in the region, according to Sony Mobile Communications (China) CTO and VP Charlie Liu.

In an exclusive interview with Mobile Asia Daily ahead of his conference session appearance this week, Liu said that device makers should pay attention to “having a better understanding of local culture and user habits” and tailor devices to fit unique user needs.

The first area where handset makers can differentiate is hardware. Liu said mobile devices are still luxury devices to show off, meaning “the appearance and design of the smartphone matters very much”. Large screens, for example, are a prized feature in Asia.

Differing user preferences about device features also need to be focused on, according to Liu. In China, for example, voicemail is rarely used, with people relying heavily on SMS.

Other unique user demands – such as dual-SIM technology – arise from the different technology standards brought about by the strong government-led and operator-supported communications direction in China.

Content is another area in which hardware makers can stand out. Sony Mobile has integrated local entertainment content in China, including the Youku HD video service, Baidu Music, the Weibo microblogging platform and the QQ social network.

All of these areas also need to fit with the two distinct mobile segments in Asia. The high-end smartphone market is driven by youth, professionals and urban white collar workers, while the low-end feature-phone segment is dictated by the needs of migration workers, the elderly and rural populations.