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eads enjoyed by Motorola and Samsung, SEMC has stuck to its guns. The company leveraged its core competencies in music and video to claim a global market share up two percentage points to better than 9 percent last year. Three years back, Nokia's share of the world market fell to less than a third. New entrants from Asia had exploited gaps in the Nokia portfolio, in particular the absence of the now-familiar clamshell design (Bartlett, 2005).

The effectiveness of advertising targeting a personalized music experience was revealed in the fact that Sony Ericsson moved 60 million music-enabled phones in 2006, far better than Apple's iPod which sold 39m units in fiscal 2006.On the continent, SEMC may well have pulled even with Nokia. The Swedish Magazine M3s (issue 7/2006) published data asserting that Sony Ericsson is already thebest-selling brand in Nordic Europe.

市场发展——Market Development

At last count, industry growth continued apace at a satisfying 1.5% clip from the second to the third quarters of last year. Going by Office of Communications (2008b) analysis that growth was driven by multiple-subscription users - that is, those who had more than one handset or SIM - it would appear that the period of rapid expansion is over. One is justified in suggesting that the industry has already entered the plateau phase of its product life cycle. Nonetheless, the multi-user phenomenon is beneficial to handset makers like Sony Ericsson. The successful entry of the Apple iPhone also demonstrates that improved functionality and aesthetics motivate subscribers to upgrade. Heavier usage of SMS and MMS appear to be driving revenue growth as well (Ofcom, 2008a). At least for the four carriers covered by official reports, these services contributed from 15% to 25% of paid revenue. The probable usage rates may be considerably higher given that toll charges and revenue-per-transaction for SMS and MMS are generally lower than for regular calls.

Near-Term Trends

The most significant developments in the near term will likely be:

The integrated single-chip, incorporating all phone circuits plus memory, that will open up new design possibilities beyond the ubiquitous “candy bar”.

Faster CPU's, storage beyond the common 8-gigabyte standard to power

More powerful video applications and transmission.

广告策略——Advertising Strategy

Product Offering - I propose a next-generation Esperia X3, one that augments the current capabilities and work functionality of the X1 with a sportier, sleeker look, more colors, better music capabilities than the W910i, and all the capabilities of the Sony Video-cam built in. Advertising Concept - Heavily aspirational, the ultimate 3G phone in the world. Embodied in the theme, “I [SEMC icon] am having it all”. Sub-headline: “For all the lives, you live, ready whenever you are.” Benefits - “Be the best mobile warrior at work, tune in to sports broadcasts and YouTube when you need a breather, tune in to radio, download and share music to your heart's content. And best of all, the Esperia X3 is your “Videocam” in a pocket. Capture a presentation, catch a cloud, record every goofy mome本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。