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'It's design, but our way'
11:45AM Wed 23 May 2007


Ask the legions of new Sony Ericsson users why they chose their handset and the answers will be split between the Sony Ericsson brand, and the phone's rich capability.

You won't hear many citing looks. It is surprising, given Sony Ericsson's success in a market where good-looking handsets tend to be the ones causing the greatest shakes. And Sony Ericsson's main competitors in the top-end market (Motorola, Samsung and LG) have all so far put design at the centre of their strategy.

Now Sony Ericsson – its (UK) market share having risen from 12% to 28% in 12 months – is having a go, having recognised the large chunk of the mobile-buying public who put looks at the top of their priority list.

So far, the manufacturer's growth has centred on branding. Sony Ericsson has established itself as the brand for the critical 18-30 year-old demographic. It has a more male slant than Samsung, more brand credibility than Motorola and LG and is a lot younger than Nokia. Two extremely powerful sub-brands – Walkman and Cyber-shot – have been skilfully leveraged from parent Sony and applied to tell a powerful story of music and photos on mobile phones.

More in link.

Courtesy of http://www.mobiletoday.co.uk

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[ This Message was edited by: goldenface on 2007-05-30 16:37 ]

[ This Message was edited by: goldenface on 2007-05-31 09:32 ]
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Posted: 2007-05-30 17:34:39
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Is this why in the US, Cingular carries all of 2 phones - W810 and W300 - and T-Mobile carries a whopping zero

And why the only 3G phone for the US is a girly flip-phone?

keeps making it easier for US customers to choose Motorola, Nokia, and Samsung

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Posted: 2007-05-30 22:29:20
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Well I don't really think SE has even begun to make the impact it would like to make in the US - beating Moto on its home turf is no mean feat is it?

All I know is that SE is definitely gearing up for the assault - If the amount of American news alerts that arrive in my inbox each day is any indication then there is definitely a campaign brewing.

This time last year, SE was a stranger in the US. Now, hardly a day goes by without some American online news or magazine is reviewing a Walkman / SE phone.

It seems to have its Chinese and India campaigns in full swing - I think America is next on the Agenda.


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Posted: 2007-05-31 09:12:26
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I recently won a motorola v3 and have to say it is made to the highest standards. I'm using it simply for its high quality build, other than that it has a terrible VI and a bit slow in a lot of departments. My point is SE needs to come up with something like this in build quality. the v3 is 90 percent metal and even the plastic parts are of high quality.
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Posted: 2007-05-31 10:05:00
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I sure hope so. It really isn't hard to beat Motorola on its "home turf" any more. Their only success was the original RAZR, which is sooooo played out. PEBL? A flop. V3i? I was the only one that had one, and even I got rid of it. KRZR? I think I've seen two in use in the last year. RIZR? Who?

No, most Americans - the 10% that didn't get a RAZR - use Samsungs for personal use, and RIM Blackberries for business.

I can't wait to see more of here, but they sure have their work cut out for them.

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Posted: 2007-05-31 17:02:47
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didnt say they would target American market more this year? think Miles Flint or some one else said it in a press release or something
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Posted: 2007-05-31 17:05:13
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