Sony will rebrand phones & go smartphone only by mid-2012

By on December 4, 2011
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Will drop feature phones after acquisition of Ericcson.

Once Sony Corp will finalize the acquisition of Ericsson’s stake in the Sony Ericsson joint venture by January 2012, making it a wholly owned subsidiary of Sony, the parent company will rebrand all of their mobile phones lineup. From mid-2012 there will no longer be ‘Sony Ericsson’ branded phones, everything will be ‘Sony’ only.

Speaking to the Times of India, Kristian Tear, executive VP & head of sales & marketing, Sony Ericsson confirmed that apart from dropping the Ericsson name, Sony will also discontinue their feature phones lineup, focusing solely on smartphones.

“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,” said Tear.

Sony Ericsson currently holds 12% of the global Android market share while OEMs like Samsung hold more than 50%. With the worldwide popularity of the Android OS, Sony hopes to increase their market share with their new smartphones. “Last eight quarters have been good for us and we are proud of that. We went from focusing only on volumes to value but the big setback was what happened in Japan with the Tsunami, which put us back for this year quite a bit. But we are going in the right direction,” Tear said. The target is to become the number one Android player in the smartphone segment, he added.


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From auditing to editing, I now test and analyze the latest gadgets and games instead of the latest financial statements. Both jobs are equally intense and rewarding. When I'm not burning up hardware in the name of science, you'll find me nuking in DOTA 2 or engineering in TF2.

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