Marketing research on Sony Ericsson Essay

2377 Words10 Pages
Background information Sony Ericsson provides mobile multimedia devices globally. Phone with rich feature, accessories and PC cards are its major focus. Sony Ericsson was established by two giant companies, Sony Corporation and Ericsson. Sony Corporation is a Japanese multinational corporation, which is one of the leading manufacturers of electronics, video, communications, video game consoles and information technology products for the consumer and professional markets, while Ericsson is the leading Swedish-based provider of telecommunication and data communication systems, and related services covering a range of technologies. The establishment of Sony Ericsson, which is owned equally by Sony and Ericsson, was announced in 2001. Its mission is to establish Sony Ericsson as an attractive and creative brand in the mobile phone market. Sony Ericsson is now holding a 9% of share in the mobile phone market. In 2007, Sony Ericsson had even surpassed Nokia to become the most profitable mobile phone maker in terms of net profit rate. After combining Sony’s consumer electronics expertise with Ericsson’s technological leadership in the communication sector, Sony Ericsson focuses on making mobile phone products and is now concentrating on the categories of music, camera, business, design, all-rounder, and budget focused phones, including Walkman and Cyber-Shot series. For example, Walkman series has been very important to Sony Ericsson due to its profitability and popularity. In fact, Sony Ericsson’s W910i was awarded as Best Handset at the GSM Association’s 13th Global Mobile Awards 2008 for redefining “music on mobile”. Sony Ericsson sold 60 million music enabled phone in 2006, showing that its products are more popular than Apple’s iPod, which sold only 39 million in 2006. In fact, Sony Ericsson was the fourth largest mobile phone manufacturer in the world after Nokia,

More about Marketing research on Sony Ericsson Essay

Open Document