The sinking feeling of accidentally damaging a brand-new, high-end electronic device is a near-universal experience, and Japanese electronics giant Sony is now addressing this concern head-on through a strategic new partnership. In a significant move to bolster customer confidence, Sony has joined forces with global InsurTech leader bolttech to launch “My Sony Care+,” an innovative device protection program. This initiative, further reinforced by the backing of established insurer Tokio Marine, is designed to seamlessly integrate comprehensive coverage into the customer experience. The program aims to enhance Sony’s existing “My Sony Care” extended warranty by incorporating complimentary protection against accidental and liquid damage. This launch signifies a major step towards the growing trend of embedded insurance, where protection becomes an intrinsic part of the product offering rather than a separate, optional purchase. The initial rollout is slated for mid-December in Hong Kong, focusing first on cameras and lenses, setting the stage for a much broader expansion.
Evolving the Customer Experience with Integrated Protection
The My Sony Care+ program represents a fundamental shift in how device protection is offered, moving away from traditional extended warranties toward a more holistic, embedded model. At its core, the service integrates complimentary coverage for accidental and liquid damage (ADLD) directly into the enhanced warranty plan, providing a safety net for unexpected mishaps. Customers who opt into the program receive an extended warranty of either one or two additional years beyond the standard manufacturer’s warranty. This extension provides for unlimited repairs to address mechanical and electrical failures, with coverage up to the product’s recommended retail price. In situations where a repair is deemed uneconomical, the program offers the provision for a one-time replacement, ensuring customers are not left without a functioning device. This comprehensive approach is designed to provide peace of mind by simplifying the process of obtaining and utilizing device protection, making it an inherent benefit of owning a Sony product.
The rollout strategy for My Sony Care+ is designed for a phased but comprehensive integration across Sony’s product ecosystem. The program’s initial launch in mid-December in Hong Kong will target a key segment of the company’s customer base, offering protection for newly purchased cameras and lenses. Following their purchase, customers will have a 30-day window to activate the coverage, allowing for a flexible and user-friendly onboarding process. Looking ahead, a major expansion is planned for 2026, which will dramatically broaden the program’s reach. This next phase will extend coverage to a wider array of popular Sony products, including Xperia smartphones, televisions, portable music players, and over-ear headphones. All repairs under the program are handled exclusively through Sony Authorised Repair Centres to maintain the highest standards of quality and service. Furthermore, for larger items such as televisions, the program includes the convenience of on-site service, underscoring a commitment to a frictionless and premium aftersales experience for all customers.
A Convergence of Technology and Service
This landmark collaboration effectively harnesses the distinct strengths of each participating company to create a robust and reliable protection ecosystem. Sony contributes its globally recognized reputation for high-quality electronics and a deeply established relationship with its loyal customer base. Complementing this is bolttech’s market-leading expertise in embedded insurance technology, which provides the seamless digital platform necessary to integrate protection directly into the customer journey. The involvement of Tokio Marine as the insurer adds another layer of credibility and financial stability, ensuring that the program is built on a solid foundation. As articulated by Mr. Yoshimasa Hashimoto, this initiative is a crucial step in enhancing the full customer experience lifecycle. The goal is to provide users with greater confidence and comprehensive aftersales care, transforming the purchase of a device into the beginning of a long-term, supportive relationship between the brand and the consumer.
The launch of My Sony Care+ marked a pivotal moment in the consumer electronics industry, showcasing a successful convergence of manufacturing, insurance technology, and customer service. This strategic partnership did more than just introduce a new warranty program; it established a new benchmark for how brands can deepen engagement and foster loyalty by proactively addressing the real-world concerns of their customers. From bolttech’s perspective, the collaboration underscored the accelerating importance of embedded protection within vast consumer ecosystems, proving its value as a powerful tool for enhancing brand offerings. Ultimately, the initiative demonstrated a forward-thinking approach to customer care, one that prioritized simplicity and accessibility in protecting consumer investments. It moved the industry dialogue beyond the point of sale to focus on a product’s entire lifecycle, ensuring a premium experience from purchase to long-term use.
