On February 15, 2009, during the Mobile World Congress in Barcelona, Spain, Sony Ericsson (SE) disclosed a new strategy that the mobile phone manufacturer will be following through in its pursuit of beefing up the company’s communication entertainment brand. Sony Ericsson introduced Entertainment Unlimited, an approach considered as the peak of Sony Ericsson’s primary endeavor of fusing communication and entertainment.
SE’s Entertainment Unlimited is founded on three key promises, namely: to broaden entertainment experiences through the integration of mobile phone into home devices like personal computers and television screens; to blend communication with entertainment through web applications and its Play Now offering; and to join “best in class entertainment experiences into one offering.” The latter incorporates messaging with various applications and services like the Walkman™ music experience, Java gaming, and the Cyber-shot imaging experience.
As part of its new consumer proposition, Sony Ericsson announced MediaGo, a PlayNow Music service extension that allows users to download movies into their computers and then move them over into the Sony Ericsson device.
Moreover, Sony Ericsson introduced the W995 Walkman phone. The product features services allowing users to play feature-length movies, subscribe to podcasts, automatically synchronize their phone’s music library, auto-convert files, and transfer media such as photos, music, and podcasts.
Sony Ericsson also showed another product set to be launched in mid-2009 – Idou, an innovative touch-screen phone that additionally features a 12.1-megapixel camera, Xenon flash, wide-screen format, as well as a selection of videos and music tracks. The phone also allows users to install new applications online and download content from PlayNow.
According to Lennard Hoornik, Sony Ericsson Vice President and Head of Global Marketing, the new strategy laid out by Sony Ericsson is its next evolutionary step. After creating the music phone category in 2005, the company has sold more than 100 million Walkman phones.
About Sony Ericsson
Sony Ericsson was established in October 2001 as an equal joint venture of Japan-based consumer electronics and entertainment conglomerate Sony Corporation and Swedish telecommunications company Ericsson. Combining Sony Corporation’s expertise in consumer electronics with Ericsson’s dominance over the communications industry, Sony Ericsson aims to continually provide innovative and state-of-the-art mobile multimedia products including mobile phones, mobile broadband, and accessories to consumers worldwide. While its global management is headquartered in London, Sony Ericsson’s Research & Development teams are strategically located in Japan, Sweden, Germany, France, the United Kingdom, the Netherlands, China, India, and the United States. From the announcement of its first joint products in 2002, Sony Ericsson has become the fifth largest mobile phone manufacturer in the world by 2008, with sales of approximately 97 million phones, taking pride in world-class products like the Cyber-shot and Walkman series.
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