Sony and bolttech launch My Sony Care+ device protection programme in Hong Kong

Sony has partnered with global insurtech company bolttech to launch My Sony Care+, a new embedded device protection programme for customers in Hong Kong. The initiative expands Sony’s aftersales offering by combining extended warranty coverage with complimentary accidental and liquid damage protection, supported by insurance underwritten by Tokio Marine.

The launch builds on Sony’s existing My Sony Care extended warranty service and reflects a broader industry shift towards more comprehensive lifecycle support for consumer electronics. As devices become more expensive and increasingly central to work, creativity, and entertainment, manufacturers are placing greater emphasis on long-term protection and service as part of the overall ownership experience.

My Sony Care+ is designed to provide customers with a more convenient and complete way to protect their devices, offering coverage that extends beyond standard manufacturer warranties and addresses common risks associated with everyday use.

Extended warranty with broader repair coverage

A central component of My Sony Care+ is its extended warranty offering. Depending on the selected plan, customers can receive up to one or two additional years of protection beyond the original OEM warranty. The extended warranty covers mechanical and electrical failures and allows for unlimited repairs, up to the product’s recommended retail price.

In cases where a device is assessed to be beyond economic repair, the programme provides a one-time replacement. Repairs for eligible products such as cameras, lenses, mobile phones, portable music players, and over-ear headphones are carried out at Sony Authorised Repair Centres. Televisions and home theatre products are serviced by on-site technicians, reducing the need for customers to transport large or fixed devices.

This approach allows Sony to maintain control over repair quality while improving convenience for customers, particularly those with high-value or professionally used equipment.

Complimentary accidental and liquid damage protection

What differentiates My Sony Care+ from Sony’s earlier warranty offerings is the inclusion of complimentary accidental and liquid damage insurance. Traditional warranties typically exclude damage caused by drops, spills, or other accidental incidents. By addressing these scenarios, the programme aims to close a significant gap in device protection.

Under My Sony Care+, eligible customers receive coverage for repairs up to the product’s recommended retail price. If repair is not economically viable, a one-time replacement is provided. The programme includes defined service limits, with customers entitled to up to two repairs under a one-year plan or up to three repairs under a two-year plan.

The accidental and liquid damage insurance component is underwritten by bolttech Insurance (Hong Kong) Company Limited, integrating regulated insurance coverage into Sony’s aftersales framework. This embedded approach is intended to make protection simpler to access and easier to understand for customers at the point of purchase.

Initial rollout and future expansion plans

My Sony Care+ became available to Sony customers in Hong Kong from mid-December, initially covering cameras and lenses. These products are often high in value and widely used by enthusiasts and professionals, making protection against damage and downtime particularly relevant.

In 2026, Sony plans to expand the programme to cover additional product categories, including Xperia smartphones, televisions, portable music players, and over-ear headphones. This broader rollout positions My Sony Care+ as a unified protection programme across Sony’s consumer electronics portfolio rather than a product-specific add-on.

Customers can purchase My Sony Care+ within 30 days of buying a new eligible Sony product. This enrolment window is designed to ensure devices are protected from early ownership while giving customers flexibility to decide on additional coverage after purchase.

Focus on long-term customer experience

Sony has positioned My Sony Care+ as part of a wider strategy to strengthen customer relationships beyond the point of sale. Mr Yoshimasa Hashimoto, Director of the Customer Engagement Division in Hong Kong at Sony, said the programme reflects the company’s focus on delivering confidence and reliability throughout the product lifecycle.

“At Sony, our customers’ experience extends long after the moment they purchase our products. With My Sony Care+, we are taking an important step toward giving our customers even greater confidence in the devices they rely on daily. By expanding our protection offering with the support of bolttech, we are ensuring that Sony users enjoy reliable, convenient and comprehensive aftersales care for years to come,” he said.

Bolttech highlighted the collaboration as an example of embedded protection in practice. Alister Musgrave, Regional General Manager for Hong Kong, Taiwan and Japan at bolttech, said the partnership brings together Sony’s product expertise with bolttech’s digital protection capabilities.

“We are delighted to partner with Sony to enhance the protection and service experience for their customers in Hong Kong. My Sony Care+ brings together Sony’s exceptional product quality with bolttech’s market-leading embedded protection capabilities. This collaboration demonstrates our shared commitment to delivering innovative, customer-centric protection solutions,” he said.

The involvement of Tokio Marine adds an established insurance backing to the programme, reinforcing its reliability and compliance. Together, the partners are positioning My Sony Care+ as a practical response to evolving consumer expectations around device longevity, service quality, and peace of mind in Hong Kong’s competitive electronics market.