Sony Ericsson (SE) devices sold from mid-2012 and beyond will simply be known as products of Sony, the London-based phone-maker has revealed.
Speaking to Times of India, Sony Ericsson’s executive VP and head of sales & marketing Kristian Tear revealed Sony’s intentions to become “complete smartphone company” once its acquisition of Ericsson’s 50 per cent stake is completed for €1.05 billion.
Tear said: “A lot of planning goes into getting the branding right but we will be done by middle of next year. It will also mean that the marketing and advertising investments will go up.
“We haven’t been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets and India is one of those markets.”
In addition to better targeted marketing pushes, complete ownership of its smartphone division will also give Sony a stronger incentive to leverage its existing product portfolio and improve convergence between other platforms it operates in the gaming and entertainment sectors.
Although the current worldwide market share of Sony Ericsson devices stands at a measly two per cent and even that is under increasing threat from rival Android manufacturers, SE believes Sony’s status as the “world’s largest entertainment company” will help to change that with its “assets on the content, technology and brand side”.
Meanwhile, press snaps of what’s purported to be the next flagship handset from the company – LT26i, also known as Nozomi - have leaked online. Although details are still thin on the ground, rumours suggest this will sport a powerful 1.5GHz dual core processor, a 4.3-inch display with a 720p HD resolution, 32GB of on board storage and a 12-megapixel camera.
Fortunately this still carries the SE branding, which means we won’t have to wait until middle of next year to get our hands on it. In fact, we might see it officially unveiled in February at the Mobile World Congress with a possible release a month later.
The Next Web, The Xperia Blog