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< Esato Forum Index > Sony Ericsson / Sony > Android > Sony Ericsson admits Xperia X10 mistakes; says 2011 will be better Bookmark topic



Because they are doing the same thing Motorola are doing. Move away from the market for mainstream phones and instead focus on its high-end Android smartphones. Sony Ericsson first priority is to make money and if you look closer at the financial results you will see that they are earning more money even if the number of units sold are dropping.
Q3 2009: 14.1 million phones sold, gross margin 16%, average selling price 114 EUR
Q3 2010: 10.4 million phones sold, gross margin 30%, average selling price 154 EUR

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Posted: 2011-01-13 04:11:15
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I do not have the numbers, but according to CEO Bert Nordberg, over 50% of Sony Ericssons total sales are smartphones. He does not say if that is in value or units. sold 10.4 million in the third quarter. The 5.2 million phones must be one of these: X10, X10 Mini, X10 Mini Pro, Vivaz, Vivaz Pro and X8. I would guess X8 and the X10 Mini's are responsible for most of the 5.2 millions. My guess is that the X10 has sold between 1 and 2 million in the third quarter. Closer to one I guess. For the 3+ quarters since it became available in stores it has probably sold 3-4 millions.

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Posted: 2011-01-13 04:26:04
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What we must remember is that Sony Ericsson previously had a strategy of dominating the market with camera centric Cyber-shots and music centric Walkman handsets, making hundreds of millions profit in the mean time, then all of a sudden people turned to touch screen smartphones.

Then to Sony Ericsson's horror, it found it had to make a massive about turn and embrace full touch screen smartphones well after other manufacturers had theirs developed.

So 2010 to me was SE rushing out an Android range in a desperate attempt to play catch up. Now in 2011 I think we will begin to see the types of phones we expect from Sony Ericsson and the arc, by most accounts, has been well received.

At least they are admitting their mistakes and listening to the market and we can look forward to all phones launching with Gingerbread at least, which is a great start.
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Posted: 2011-01-13 08:55:54
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I do not think they have focused on high end products for Android. If you look so far they only had the x10 and all other Android devices were cheaper options like x8 and the Mini phones i would hardly call high end.
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Posted: 2011-01-13 08:56:00
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Admits they their faults

but must redeem their faults and try to correct them, by not leaving all current Xperia Users by not updating them to 2.2 atleast if they really wants to separate Current Xperia Users to New Xperia users or what they say OS Fragmentation?

all Current Xperia users are on 2.1 and New Xperia will be having 2.3 newer updates, whats the point not upgrading us to 2.2? all x10 family and x8 are all capable of this update and will really boost their customer satisfaction, and will boost their future android mobile knowing that they are updating their customers, right?

so if that is their way of marketing New Android Phones many people will know that will leave them behind too

i can't simply understand their way right now

i just bought my X8 last month(dec), and its like a "Dead on Arrival" Android phone

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Posted: 2011-01-13 10:10:50
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I would rather see them make money from increased sale and not by higer selling price
Losing market share is to lose reputation. . . . . .
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Posted: 2011-01-13 11:04:27
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I for one am pleased if the X10 has sold in relatively small numbers whilst simultaneously allowing to improve their profit through larger margins per phone, because it makes the phone exclusive. At my workplace, ONLY ONE PERSON had ever seen an X10 before! No one else had seen one, but most liked it when I showed it to them. Of course, nearlt every second person had an iCrap! And seriously, the iCrap is a cheap, ugly looking thing! The X10 is a thing of beauty by comparison!
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Posted: 2011-01-13 12:00:24
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I don't care for their reputation. I just don't want to fill the bosses pockets
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Posted: 2011-01-13 12:39:16
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Gota agree, i'm also glad the big X10 sold in lower numbers, it's so unique, sticks out well and holds it's own next to all the iPhone wanna bes and BBs, when people see mine they are just amazed at how gorgeous and well designed it is, it looks very exclusive, some would rather just look at it and not try use it, the Arc has built very well on that, i'm not happy with SE, but i'm still so very interested in the Arc, if there's one thing SE have always been great at, it's design.

I'm still very happy with my X10, for once since the P990, SE built a phone with good hardware (lack of MT being an exception), and stable SW (Mediascape is just slow though) but overall, IMO ,a great effort, it's just a shame they are too lazy to take full advantage of it's HW as this phone is actualy very capable and would've been one of thee Androids to have in 2010 if they just kept its OS up to date.
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Posted: 2011-01-13 12:56:33
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And in 2012 they will admit that trying to sell mid/high end plastic device for a high end price was a mistake. Arc lacks in so many departments that its looks and ui won't make up for it.
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Posted: 2011-01-13 13:11:27
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