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Beginning in the first quarter of 2008, Sony Ericsson is set to unveil a range of affordable phones to challenge Nokia's market dominance.


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Beginning in the first quarter of 2008, the world's fourth-biggest mobile phone maker is set to unveil a range of affordable phones to challenge Nokia's market dominance.Until now, Sony-Ericsson has focused on mid- and high-end smart phones, heavily marketing its camera and music features. One of its smart phones was showcased in the latest James Bond thriller, Casino Royale, in a high-profile product placement."We want to be in the top three for mobile phones in the short to medium term," said Husni El Assi, general manager of Sony Ericsson Middle East and North Africa. "To reach that, we have been working on strengthening our entry portfolio." In March it signed an agreement for French electronics firm Sagem to produce its new entry-level devices, which will be priced around $60 - slightly more costly than Nokia but with a few additional features, El Assi said.Nokia phones sell for as little as $20 to $30, and it has enjoyed a clear lead in Middle East and African markets, bolstered by its range of affordable phones that appeal to many in these emerging nations."This move is extremely important because we cover a wide area in the Middle East and North Africa where countries are developing," said El Assi. "You see a clear demand for entry level products. In some countries it makes up over 80 per cent of the market."The challenge it faces, El Assi said, is to ensure the Sony Ericsson brand retails its high-gloss appeal even as it produces more affordable devices."We don't want to be the cheapest phones on the market," he said. "When we go into entry level products we make sure our phones follow the Sony Ericsson touch and feel."The fruits of the partnership with Sagem will provide an as-yet unspecified number of entry level devices. To support this push Sony Ericsson will open sales and marketing offices in East Africa and Egypt.If it is successful, it will be one step closer to achieving its goal of displacing Samsung or Motorola as the third-largest cellphone maker within the next five years."Sony Ericsson increasing fast," noted Simon Baker, telecom analyst at IDC, a market research firm.The company currently holds a nine per cent global market share, a Reuters poll found. source:gulfnews
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Posted: 2007-07-10 01:39:34
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That's a good news. Five years to displace Moto or Samsung? Please SE, your fans expect sooner.

This message was posted from a WAP device
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Posted: 2007-07-10 07:20:59
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That's why more low-end in this year fortpolio. I think the phone like T250 will be a big hit for SE in low-end market.

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Posted: 2007-07-10 08:37:23
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Well, current low end SE phones are nothing short of disappointing, I hope they learn now. And I hope they release some mono chrome display phones as well, no body likes a 3rd class colored screen.
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Posted: 2007-07-10 08:42:48
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Well any colour screen is more attractive than a black and white screen really.

If SE can offer coloured screen phones only slightly more expensive than mono-screen phones then they'll be on a winner. Although on one report it says it won't be offering the cheapes of phones but the low end J series is already really cheap. How cheap are they talking?
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Posted: 2007-07-10 09:16:05
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Nops, to be truly low end like nokia, they have to produce a mono chrome screen phone. Dont forget the 200million something sales of 1100.
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Posted: 2007-07-10 09:22:08
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Well, I reckon the key quote is:


So SE won't resort to cutting costs and offering very, very basic phones. It still wants to maintain its rather 'high standard' perception by the general public.

Look at the mess that companies like Sagem and Alcatel. They've got a very poor brand perception. Nokia can only do it because it's an established manufacturer. One of the first in the mobile market and definitely the largest.

@goldenface
I'd disagree with the colour vs. monochrome screen. I'd prefer monochrome over a cheap, dull, pixellated colour screen which is nigh impossible to see in bright sunlight. But in terms of marketability, a colour screen always sounds better, no matter how you spin it.



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[ This Message was edited by: shaliron on 2007-07-10 09:28 ]
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Posted: 2007-07-10 10:23:01
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All we gonna do atm is to wait and see it's progress
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Posted: 2007-07-10 10:26:26
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@shaliron

Remember seeing the T68i colour screen for the first time?

I actually remember where I first seen mine It was amazing compared to the one on the T18s I was using (or was it T28?)

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[ This Message was edited by: goldenface on 2007-07-10 09:34 ]
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Posted: 2007-07-10 10:29:21
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what about re-releasing the T68! it would be real cheap to make now! wap, BT 1.1, no cam etc and basic colour screen!

Call it the T69 yeah what a number
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Posted: 2007-07-10 10:34:46
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