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Posted: April 30th, 2024
Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users. Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002.
Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets.
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The Sony Ericsson XPERIA targets consumers who need to store information and communicate, or people who want entertainment on the go. Sony Ericsson target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. Currently, the market for high-end phones like the Sony Ericsson XPERIA is small. Few people want Internet, video, and PDA features in one device because of the high price. The smart phone market is still relatively small compared with general phone market. The market will rapidly increase in coming years due to lower prices and greater power.
Marketing is defined by the Institute of marketing as the management of process responsible for identifying, anticipating and satisfying customer requirements profitability (Gerry Finnegan, 1985). It was on this definition that in December 2006, Martin Blomkvist, Director Head and of Content Acquisition and Partner Management at Sony Ericsson stated that music has become one of the main drivers for 3G and large data entertainment services for the mobile phone end-user and will continue to gain in importance. Sony Ericsson is committed to maximizing the value and experience for the end-user and to increasing revenue for operators, and the Walkman family of mobile phones do this through music. Music-related services, content and applications are fundamental parts of our overall content strategy. (www.sonyericsson.com)
Sony Ericsson is committed to continuously improving our impact on the environment and society, and striving to follow the holistic approach to business with the triple bottom line thinking or the three dimensions of sustainability: economic, environmental and social aspects of the company. Sony Ericsson is one of the top, global, mobile phone manufacturers which serve the worldwide communications market with innovative and feature-rich mobile technology. (www.sonyericsson.com)
Sony Ericsson XPERIA is a GSM 850 / 900 / 1800 / 1900 phone, with the capabilities of 3G HSDPA 900 / 1900 / 2100, HSDPA 850 / 1900 / 2100 – XPERIA X2a. It has different features like: TFT resistive touch screen, 65K colors, Full QWERTY keyboard, Optical track pad, XPERIA panel user interface, and Accelerometer sensor.
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We are faced with the choice of PC and the multifunctional mobile phone which can be used on the go. Technology has evolved exponentially leaving us with a huge appetite for more, because
The complexity of the macro-environment can be scrutinized using a technique known as PEST analysis which will aim to list all the macro-environmental factors impacting upon an organization. (Pergamon Flexible Learning, 2005)
Cell phones industries are one of the most profitable industries everywhere and the market is increasing
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The internal analysis will be looking at our performance, our internal organization and our customers in order to identify our strengths and weaknesses.
Sony Ericsson is committed to continuously improving our impact on the environment and society, and striving to follow the holistic approach to business with the triple bottom line thinking or the three dimensions of sustainability: economic, environmental and social aspects of the company (http://www.sonyericsson.com/cws/corporate/company/sustainability/overview)
This sustainability report is actually a first by any mobile phone maker; they hope to achieve this by improving their manufacturing, products, logistic and supply chain.
Sony Ericsson has recently employed the precautionary principle defined in the United Nations’ Rio Declaration on Environment and Development. Sony Ericsson strictly follows the laws and regulations such as the EU RoHS directive, (the restriction of the use of certain hazardous substances in electrical and electronic equipment) (http://www.rohs.gov.uk/Default.aspx) also having instigated actions against a number of their substances that we consider unwanted in our products for environmental reasons.
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Sony Ericsson, in June 2009 also initiated the GreenHeartTM portfolio. This is an innovation to bring you phones that offer you a greener choice. The green innovation is aimed at reducing the overall environmental impact of the phone without compromising on style or features. The GreenHeartTM phones are built on our goal of reducing carbon dioxide emissions across the company by 20% by 2015 in absolute terms. As part of the strategy, Sony Ericsson launched its new GreenHeart products: C901 GreenHeart and Naite, and the MH300 headset. (Datamonitor.com)
Innovative – The Sony Ericsson XPERIA has an innovative TFT resistive touch screen. It also has many functions of other mobile products all in one device.
Compatibility -The phone will work with any mobile network software which means limitless potential for upgradeability.
Ease-of-Use – The all-new TFT resistive touch screen interface recognizes multi-finger gestures, just as the human hand normally behaves.
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Brand awareness – Sony Ericsson is well known for cool essential gadgets like PDAs Music and Video phones along great technological innovations.
Price – Sony Ericsson XPERIA would be sold at a reasonable price for its value.
Quality – Scratch resistant screen – durable and light metallic finish – software suite resistance to computer viruses.
Increasing demand and expansion to a new target segment –
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As technology advances and smart phones get cheaper Sony Ericsson will attract consumers and get ordinary Mp3 player users to upgrade to a Sony Ericsson XPERIA
Upgradeable – Sony Ericsson XPERIA software allows new exciting features to be brought in which take advantage of the touch screen ability. Future versions will also be hardware upgradeable.
Partnerships – Sony Ericsson can collaborate with many powerful global mobile phone companies to flood the market with Sony Ericsson XPERIA, which reduces costs in marketing and increases revenue through long-term agreement deals.
Image – The Sony Ericsson brand is not targeted towards business people and does not have a reputation as being compatible with the corporate world.
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Price – Sony Ericsson does not yet offer lower priced models for more cost conscious consumers.
User Interface – Touch screen interfaces suffer from the problem of “gorilla arm”
Gorilla arm is a side-effect that humans face when using touch screens for long times as humans are not built to hold their arms at waist or head-height, making small and precise motions. After a short period of time, cramp may begin to set in, and arm movement becomes painful and clumsy. This is now considered a classic cautionary tale to human-factors designers.
Increased competition – Smart phones are easier to make now more than ever. More companies may enter the market, and competitors or even Sony Ericsson contractors can maneuver around patents to create similar devices. An example is the imitation of various brand products in the Chinese market, which offers more options and features at cheaper prices.
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Downward pricing pressure – The Sony Ericsson XPERIA is marketed as a high-end phone, but phone prices are almost certainly going to fall when other companies undercut the price of Sony Ericsson XPERIA.
Difficulty expanding into Asian market – There is less hype and interest in Asia since smart phones are better known and already widely used.
Competition (Blackberry) – Blackberry has the longest history in PDA market after Palm and has experience-developing software for mobile devices. It is also a well-known brand for business people. Existing software is well established and compatible with many products for this market. The market is familiar with Blackberry products; significant switching costs are involved in going to a Sony Ericsson XPERIA. Blackberry can add many similar capabilities to their products that match the Sony Ericsson XPERIA and expand to a wider market through lower cost and higher-power products.
Sony Ericsson XPERIA
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Free DIY tutorials/ application installed to ease users operating problems
Use control measures to closely monitor quality and customer service satisfaction consumers can contact the main headquarters about any possible technical problems – by using Sony Ericsson Customer Service Bar and a customer service phone number stored in the phone book.
In case of slow sales
To plan further marketing strategy, meeting monthly with the board of Sony Ericsson, present our information, and make a proposal for continued marketing efforts. Before each meeting with the board, feedbacks from every sales executive person will be presenting their own proposal based on the information they have learnt. After the initial proposals, we will vote on the best one or come to a compromise. The final proposal sent before Sony Ericsson is the result of our feedbacks.
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(All phone properties and specimen model, comparison with other phones, users view and feedbacks)
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