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Sony Ericsson eyes top-3 phone spot in 5 yrs

LONDON (Reuters) - Mobile phone maker Sony Ericsson aims to be one of the top three players in the industry in the next five years, President Miles Flint said in a newspaper interview.

The target is a downward revision of one made by the Japanese-Swedish joint venture when Sony Corp (6758.T: Quote, NEWS, Research) and Ericsson (ERICb.ST: Quote, Profile, Research) combined forces on the mobile phone front five years ago and pledged to be the industry leader by 2006, the Financial Times said.

Flint, however, outlined the firm's growing sales and profit following two initial years of negative numbers.

"Over time we have to become one of the top three manufacturers in the industry," he told the FT. "I am reluctant to put a date on it, but yes, given we are at the fifth anniversary, it is logical to talk about the next five."


Sony Ericsson is already the fourth biggest handset maker as measured by percentage market share of shipments worldwide in the second quarter of 2006, Flint said.

He continued: "To be one of the top three, given we have come from being a heavy loss making number six, where many people questioned whether we would survive at all, it becomes credible to say we want to be one of the top three in the fullness of time."

Nokia (NOK1V.HE: Quote, Profile, Research) is the world industry number one with a 33.5 percent share, Motorola Inc. (MOT.N: Quote, Profile, Research) is number two with 22.2 percent, and Samsung Electronics (005930.KS: Quote, Profile, Research), in third place, has 11.2 percent, according to second quarter 2006 data from Strategy Analytics cited by the FT.

Sony Ericsson has a 6.7 percent market share and LG Electronics (066570.KS: Quote, Profile, Research) has 6.5 percent.

Sony Ericsson hopes to increase revenue by boosting awareness of its brand and is opening its first store in London next month so that people can come in and try out its handsets, the FT said.

Further stores maybe opened in Asia and western Europe.

Flint said Sony Ericsson's best performing market was western Europe but he envisaged "big growth" in eastern Europe and Asia going forwards.



[ This Message was edited by: goldenface on 2006-10-02 08:33 ]
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Posted: 2006-10-02 09:07:36
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Next month

They could not even release the P990 on time. Give them a years extra time, to get their act together.
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Posted: 2006-10-02 09:35:28
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I heard this last week from a friend-in-the-know.

It's planned to open sometime early-mid next year AFAIK.

Was a little perplexed at the location chosen, but after we discussed it, it makes sense!

[ This Message was edited by: Marc_SE on 2006-10-02 08:58 ]
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Posted: 2006-10-02 09:57:49
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@Marc_SE

At what location did you hear?

It seems like a good idea to me. If they also make it the first place to buy new releases it would get it established really well.
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Posted: 2006-10-02 10:08:32
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I heard High Street Kensington.
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Posted: 2006-10-02 10:18:24
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Sony Ericsson to open store in central London - Creating warm, inviting environment for consumers to experience brand
02 October 2006

London, UK – 2 October 2006 – Sony Ericsson today announced plans to open its first dedicated store in central London enabling consumers to touch and try Sony Ericsson products, learn more about new features and applications first-hand in a relaxed, fun environment. The store, which will open at the end of November, will be located in Kensington High Street, one of London’s prime retail locations.

The new store will provide consumers with a warm and inviting environment where they can come to interact with the Sony Ericsson brand, ask questions and feel comfortable to experiment with new products, services and applications. Specially trained expert staff will be on hand to assist visitors who will also be able to purchase new Sony Ericsson phones, accessories and PC cards connected to a wide range of operator networks as part of a contract, prepay or upgrade package, thanks to a cooperation agreement with Carphone Warehouse who will operate and manage the store.

At street level, 7,300 feet will be dedicated to creating a best-in-class consumer experience bringing all Sony Ericsson’s products to life through demonstrations showcasing the product line-up’s music, imaging, gaming and connectivity capabilities. Emphasis will be placed on visitors to the store gaining hands-on experience with the products. Special customized events and promotions will target different categories of phones users, from established Sony Ericsson fans to potential new customers who have yet to experience the Sony Ericsson brand.

The basement level of the store will be customized to give Sony Ericsson new customer and corporate meeting and demonstration space, reflecting the need for additional central London facilities as the company grows to fulfil its ambitions of becoming one of the top three global mobile handset manufacturers.

“Today’s announcement is another exciting step in the growth and development of Sony Ericsson. Coinciding with the celebration of our 5th anniversary and announcement of the new Sony Ericsson brand treatment, the opening of a dedicated Sony Ericsson store in the heart of London will give us the opportunity to interact directly with our customers to better understand their needs and create even more appealing and consumer-focused products going forward” said Miles Flint, President of Sony Ericsson.

“We are extremely pleased to be opening this first store, which will offer consumers a new Sony Ericsson retail experience with all the benefit of a regular mobile phone store. Consumers will be able to come in, try products in a relaxed state-of-the art retail space, experiencing the very best of the Sony Ericsson brand, and then purchase or up-grade their phone just as they would in a regular store,” explained Salvatore D’angelo, Head of Global Retail at Sony Ericsson.

The Sony Ericsson store in London will reflect the new brand elements announced today in conjunction with the company’s 5th anniversary celebrations, and be the first of a number of similar retail spaces offering a fully Sony Ericsson branded experience in key cities throughout the world.
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Posted: 2006-10-02 10:38:29
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Good find Masseur!

So CPW will be the 'retailer's behind the SE stores then? I know they do the Nokia store too (although the one in Lakeside, Thurrock, has now closed? Anyone know if the one on Regent Street is still open?

Anyway, definitely exciting news! Sounds like only a good thing for supporters of SE, as well as anyone who doubts them too.
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Posted: 2006-10-02 10:59:44
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Just seen some conceptual pics for the store... looking kinda swish!
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Posted: 2006-10-02 22:34:59
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I wonder if they will sell merchandise like t-shirts etc...
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Posted: 2006-10-02 22:38:22
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I don't know if they will... if I hear anything though...
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Posted: 2006-10-02 22:59:10
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