CIO East Africa (Nairobi)

8 November 2012

Kenya: Pioneer's Mixtrax, Stereo Technology

As part of its expansion strategy, Pioneer Gulf Limited on Thursday morning at the Hilton Hotel Nairobi introduced over 50 new models of car entertainment head units, speakers and amplifiers.

The company's Business Developer Manager, Toshiyuki Yoshikawa was keen on the Mixtrax tech feature in car stereos which he says it is a new technology in pioneer head units, that mixes and loops music just like a DJ.

The units, unique features, create a nonstop mix of an entire music library, meaning drivers can now create the club-like atmosphere in their car more easily. With the same nonstop mix effects, Mixtrax allows for quick and easy non-stop playback with plug-and-play convenience.

There is also an option for a Short Playback Mode where drivers can choose between various music playbacks lengths from 60 seconds all the way up to three minutes, so that they can shorten their track selections and speed up the switch to subsequent tracks in the mix.

"Much of our business growth has been recorded in the car entertainment section, especially as more Kenyans increasingly spend their time in cars", says Yoshikawa. "Car entertainment business has increased by 500% and Pioneer is investing in today's connected life style by expanding a range of functions, like portable devices and social media platforms into their stereos".

So far the company has 3000 Facebook fans, and through such social media forums they will offer more market-oriented products by closely monitoring customer's needs and demands. "We are trying to make the product easily available to our customers by expanding our sales channel", says Yoshikawa.

Speaking during the briefing, Fredick Muyumbu, Team leader, Fedel Investment Limited, says Pioneer products have penetrated the car entertainment space in Nairobi by 90%. "We are over 80% in Eldoret, Kisii and Kisumu, the company has recorded a growth in percent market share to stand at 15% to 20% from 3% to 5% 11 months ago".

Fedel Investment Limited is a local partner to Pioneer Gulf Limited.

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