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rket, which at the moment is resisting better then the rest of the world, Sony Ericsson were able to gain a few percentage points in the first quarter thanks to their resellers stock reduction efforts, building brand loyalty as 65% of owners state that they would be ready to once again buy a Sony Ericsson phone for a future purchase (the average was 51%).

公共的品牌公认度——A public loyal to the brand

The maker has also taken the opportunity to put forwards the multimedia aspects of their products, with Sony Ericsson mobile phone owners using the camera, music and games functions more often then the average.

These are important arguments which can weigh heavily when carriers are deciding which phones to promote so that their mobile services can bring additional revenue.

While the sales volume on the French market went backwards by 5% in 2009 (and 10% in the world), Sony Ericsson is still confident that their phones offer quality for users that are looking for connectivity and multimedia options.

A strategy on three levelsTo get there, nothing is better then calling on the Japanese giant and their numerous general public product offerings like computers, console games and new generation televisions.

With this new approach to the market, Pierre Perron, Sony Ericsson's General Director in France has presented three new strategies that the company will be employing:

Merging the experiences and entertainment

Interaction of mobiles with general public electronic equipment

Make the PlayNow Arena content portal available with applications and content

Sony Ericsson Unveils New Mobile Phone Strategy

Sony Ericsson has announced a new strategy for its struggling handsets business by attracting consumers for sharing content on its handsets with other electronic devices in the home. This is called Entertainment unlimited strategy. It connects mobile phones with TVs and PCs and home stereo equipments for easy content sharing very easily. The company has utilized combination of its PC, TV and mobile phone division for building this strategy. Idou is one example of such phones. It is also planning to expand its Play Now mobile content subscription service, which now includes movies as well as music files, to a provide broader service called MediaGo. This service is available in only eight countries currently, but Sony Ericsson hopes to double that in near future. This strategy is a big bet on mobile entertainment market as Sony Ericsson has reported big loss in fouth qurter of the last year.

索尼爱立信的首席执行官的战略愿景——Sony Ericsson's CEO Strategy vision

Sony Ericsson is facing an ever-changing market, which includes increasing competition in software and services. Google is moving into the handsets markets. Sony Ericsson's rival Nokia is moving into services, and the Apple iPhones have changed the composition of the industry. Komiyama, the CEO of Sony Erickson spoke to BusinessWeek's reporter Jennifer L. Schenker at the Mobile World Congress about Sony Ericsson's strategy.

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