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nt, zoom in close to the action on the pitch or the rugby field, the lass in the train, rabbit all you like but never miss another moment, lovely or daft.”

Supplementary Campaign - Create full-page newspaper or magazine ads and posters depicting each one of the above pool of talents in a situation that plays up the features or capabilities of the Esperia X3. For maximum novelty, rotate the posters and press inserts at monthly intervals for the rest of the year. Promotion - Run three video contests centered on sports, family and business timed for spring, summer and fall. Have all participants send them to a YouTube clone to be named the “Sony Ericsson X3 Video Awards”. Just before Christmas 2008, re-assemble the all-star cast for the Annual Awards, paying out cash prizes starting at 100,000.London-based Sony Ericsson is doing quite nicely in its home market. Content to leave the market-share battle to industry leader Nokia, Asian brands and newcomer iPhone, the company has done well with a focus on margins. Nonetheless, SEMC enjoyed robust volume and margin gains in 2007 and looks poised to create a new paradigm based on the Esperia X1.

SWOT

Strengths

Synergy with other SONY operations and products (e.g. Sony BMG, SONY car radios and lately, even the PlayStation)

Award-winning products. The V800, for instance, was voted Best 3G Handset for 2004 by the GSM Association. A year ago, the K800 Cyber shot won the ‘Best 3GSM Mobile Handset' award.

Was first to launch Java 3D-enabled handsets, and aggressively pursues broadening the market for 3D gaming (Sony Ericsson, 2007b).

Worldwide, one-look brand-building ad campaigns

The PlayNow Arena will provide incremental revenue streams from mobile games, gaming and music partners.

Primacy to margins rather than market share (Marketing Week, 2007)

Weaknesses

Primacy in Northern Europe and the UK still has to translate to the “look of the leader” globally.

Opportunities

Given that market at or close to saturation, retain emphasis on trading up

Progressive convergence of communications, gaming, music, location-tracking and vide

Well-positioned to leverage the transitioned from voice to content services.

Higher unit revenues from increasingly more sophisticated handsets. This is consistent with SEMC's premium market positioning.

Negotiate to obtain mobile gaming (online casinos) platforms.

“Mobile marketing”, advertising over mobile cellular networks

Threats

Falling average selling prices (and the resultant effect on its high-level image) because SEMC broadened it portfolio to keep pace with aggressive entry-level pricing for the Nokia 1100 in developing market

Nokia acquired Navteq, making it potentially more costly for SEMC to acquire the digital maps needed for embedded location tracking in the near future.

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