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< Esato Forum Index > Sony Ericsson / Sony > General > Have Sony Ericsson finally taken the lead in global mobile phone solutions? Bookmark topic

there are two things which go some ways in explaining your question about why more people buy other the brands.

1. except for the T100, SE doesn't really make any phones for the very low-end of the market, and they don't seem to be interested in that segment. T100 is really just a token presence in the low end of the market, and that is where most of the volume is. SE phones are usually in the mid-range and up.

2. to emphasize the fact that SE concentrates on the premium segments, a recent study showed that not only does SE have the highest average price among all manufacturers, but its average has been increasing in the last year, while most others have dropped. therefore, SE doesn't have to sell as many phones to achieve its desired profit levels.

the opposite end of the spectrum is nokia, which slashed its prices by 25% since it was losing market share pretty quickly to samsung and motorola.
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Posted: 2005-03-11 18:53:53
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Of course sales a very important, you would be a turnip if you believed otherwise:-) I get your point about the advertising though. In the advertisements I have seen for SE phones they advertise the style rather than hit you over head with the features. They certainly don't dumb down their adverts.
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Posted: 2005-03-11 18:59:00
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@sennihna
i think youve raised some good points and its good that se are increasing there profit margin as it was quite low compared to other manufacters ie se last year were making 8% profit per phone nokia and samsung were sat at 18% per phone.
so its good that se have been able to address this and that the others are suffering.
at the end of the day i would like se to do well as it increases compitition and raises the standards and spec of mobile phones. i dont buy by brand but by features and money so the more the merry as it gives me greater chose and a better price
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Posted: 2005-03-11 19:02:21
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Quote:
On 2005-03-11 18:59:00, goldenface wrote:
Of course sales a very important, you would be a turnip if you believed otherwise:-) I get your point about the advertising though. In the advertisements I have seen for SE phones they advertise the style rather than hit you over head with the features. They certainly don't dumb down their adverts.

yes thats were i was coming from not that the phones are bad but when they do what they you have to create a desire for the features, if you sell on style you alienate people who aint convinced by the looks but maybe swung by the features
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Posted: 2005-03-11 19:06:50
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They have both, although phones arent appealing to the younger buyers.
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Posted: 2005-03-12 13:06:07
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I find SE's advertising to be rather good actually. They promote style, but they do so my simultaneously promoting function too. Take the S700 for example, the style is very much at the fore front of the advertising, but that style rests upon the fact that it has a very good camera, the two complement one another very well indeed.

If you look at Nokia's recent telly adverts for their 'style' phones you would see three handsets that are paraded about with no real explanation of any underlying features to a backdrop of mutilated 30's era music, which vaguely reminds one of Jeeves and Wooster.

I am not trying to pick on Nokia, I am just using them as an example. The other manufacturers have equally dire adverts e.g. Samsung. The D500 advert wasn't bad, but it focused too much on style without stressing the underlying features enough. It all seems very postmodern to me and quite frankly I can't be bothered with that, give me substance over style any day!
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Posted: 2005-03-12 13:39:47
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i m not just talking about tv adverts as these are always hard as often due to the money involved you only have a max 30s time slot to convey what you want.i also think style is a difficult road to promote as peoples opinions wildly differ, even on here look at peoples comments on se phones some think they are the best looking others think they are bland looking
but pos in shops training for shop staff etc these are the areas i often feel se aint on the ball with, i wonder how many people who buy phones know what an equivalent se phone can do and what extras it can offer.
yes people on here tend to but by the fact they found this site shows they are looking for more info about phones and demand a little bit more.i dont think esato really represents the average phone buyer

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Posted: 2005-03-12 14:30:41
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@slattery69

I would very much agree with you that forums such as Esato do not represent the average customer and that is why I think claims about Nokia smartphones are unfounded. The avergae buyer is very much concerned with certain basics and the look of the handset.

SE undoubtedly make very good looking handsets, one only has to look att he figures from retailers such as CPW to see that SE handsets are reguarly included amongst their top sellers, thus indicating that customers at least find the designs acceptable.

The European market is becoming ever more important now that the Japanese manufcaturers are able to becomemore involved thanks to 3G. We are seeing a steady increase in Japanese designs and ideas coming into the European mobile phone market and technology is inching closer to Japanese standards. One has to realise that SE may be number six in the world, but if you look at their position within Europe it is much higher. Similarly they have a highe rposition in Japan than Nokia does.

Nokia may very well dominate the low-end markets such as Africa an central Asia, but increasingly we see that SE are playing a major role in markets that have a high consumption of mid-range to high-end products.
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Posted: 2005-03-12 14:40:56
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@scotsboy
i dont disagree i would just like to see a little bit more from se at the selling end ie better pos in shops and better communication to staff in shops
i often see people going into shops looking at an se and the shop staff dont know enough about it and end up selling them a samsung or nokia on which they do have knowledge
i think its important that se psh this side and this will help drive them forward
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Posted: 2005-03-12 14:50:03
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@slattery69

I agree with you up to a point, I have seen sales staff who are very knowledgeable and who do promote SE over other brands, but I have also seen the opposite too.

SE are already in an excellent position in Europe, what they need is an iconic handset for use in the Third World; something cheap enough that people can afford it, but that has superior features to any rival handset.
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Posted: 2005-03-12 14:58:16
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