INTRODUCTION:

Sony Ericsson is a joint venture established in 2001 by

the Japanese consumer electronics company Sony
Corporation and the Swedish telecommunications
company Ericsson to make mobile phones. The stated
reason for this venture is to combine Sony's consumer
electronics expertise with Ericsson's technological
leadership in the communications sector. Both companies
have stopped making their own mobile phones.

The company's global management is based in

Hammersmith, London, and it has research & development
teams in Sweden, Japan, China, Canada, the Netherlands,
the United States, India and the United Kingdom.

Sony Ericsson has approximately 8,000 employees

worldwide. With a 43% annual growth rate, it became the
fastest-growing mobile vendor in Q3 2006 compared to
Motorola with a rate of 39%. In 2007, Sony Ericsson had
surpassed Nokia to become the most profitable
mobilephone maker in terms of net profit rate, and
behind Nokia in gross profit. It had been achieved by her
marketshare growth in high end handset market.

The company's current President is as of November 1st

Hideki Komiyama, who will be replacing Miles Flint, and
the Corporate Executive Vice President is Anders
Runevad.
Sony Ericsson Mobile Communications
ABTypePrivateFounded2001HeadquartersHead
Office:
London, England

Incorporated:
Sweden Key people Miles Flint (President), Anders
Runevad (EVP)Industry Telecommunications Products
Mobile phones
Mobile music devices
Wireless systems
Wireless voice devices
Hi-Tech accessories
 Revenue€10,959 million (2006)Net income€997
million (2006)Employees~8,000ParentSony
Corporation (50%)

 Sony Ericsson is a joint venture established in 2001

by the Japanese consumer electronics company Sony
Corporation and the Swedish telecommunications
company Ericsson to make mobile phones. The stated
reason for this venture is to combine Sony's
consumer electronics expertise with Ericsson's
technological leadership in the communications
sector. Both companies have stopped making their
own mobile phones
The company's global management is based in
Hammersmith, London, and it has research & development
teams in Sweden, Japan, China, Canada, the Netherlands,
the United States, India and the United Kingdom.
 Sony Ericsson has approximately 8,000 employees
worldwide. With a 43% annual growth rate, it
became the fastest-growing mobile vendor in Q3
2006 compared to Motorola with a rate of 39%.
Today, Sony Ericsson is the second-most profitable
phone maker behind Nokia and has achieved this
status because of its growth in high end handset
market.

The company's current President is Miles Flint and the

Corporate Executive Vice President is Anders Runevad.
The company's global advertising agency is Saatchi &
Saatchi.

TYPES OF PHONE

Main areas of interest

The Sony Ericsson K750i is one of the most successful

Sony Ericsson products.
Sony Ericsson currently concentrates on the categories
of: music, camera, business (web and email), design, all-
rounder, and budget focused phones. Its four largest
categories are:

• The Walkman-branded W series music phones,

launched in 2005.
The Sony Ericsson W-series music phones are
notable for being the first music-centric series
mobile phones, prompting a whole new market for
portable music that was developing at the time. Sony
Ericsson’s Walkman phones have previously been
commercially endorsed by pop stars Christina
Aguilera and Jason Kay across Europe.
• The Cyber-Shot-branded line of phones, launched in
2006.
This range of phones are focused on the quality of
the camera included with the phone. Cyber-shot
phones always include a flash, some with a xenon
flash, and also include auto-focus cameras. Sony
Ericsson kicked off its global marketing campaign
for Cyber-shot phone with the launch of ‘Never Miss
a Shot’. The campaign featured top female tennis
players Ana Ivanović and Daniela Hantuchova. On feb
10 2008, the series has been expanded with the
announcement of C702 and C902 phones.
• The UIQ smartphone range of mobiles, introduced
with the P series in 2003 with the introduction of
P800.
 They are notable for their touchscreens, QWERTY
keypads (on most models), and use of the UIQ
interface Platform from Symbian OS. This has since
expanded into the M series and G series phones.
• The Xperia range of mobile phones, heralded by the
Sony Ericsson XPERIA X1 on February 2008 at the
Mobile World Congress (formerly 3GSM) held in
Barcelona Spain , had opened the door for
integration of Windows Mobile Operating System
into Sony Ericsson powerhouse smartphones.
XPERIA was the first trademark promoted by the
Sony Ericsson as it's own and is designated to
provide technological convergence among it's target
user base

Sony Ericsson uses a number of Sony brand names, such

as Walkman and Cyber-shot, to promote the area of
focus of individual products. In Japan there have been a
number of mobiles with BRAVIA branded screens to
indicate a mobile television focus.

HISTORY
 Ericsson, which had been in the cellular phone
market for decades, decided to divest this
 business in 2001 following huge losses.
Ericsson had decided to source chips for its
phones from a single source, a Philips facility
in New Mexico. In March 2000 a fire at the
Philips factory contaminated the sterile
facility. Philips assured Ericsson and Nokia
(the other major customer of the facility)
that production would be delayed by less than
a week. When it became clear that production
would actually be compromised for months,
Ericsson was faced with a serious shortage.
Nokia had already begun to obtain parts from
alternative sources, but Ericsson's position
was much worse as both production of current
models and the launch of new ones was held up.

Sony Ericsson is the global title sponsor of the

Women's Tennis Association (WTA), and works
with the Association to promote the Tour in over
80 cities.

Sony Ericsson acquired UIQ Technology, a Swedish

software company from Symbian Ltd. in February,
2007. UIQ will remain an independent company,
Miles Flint announced.
On October 15 2007, Sony Ericsson announced on
Symbian Smartphone Show that they will be selling
half of its UIQ share to Motorola thus making
UIQ technology owned by two large mobile phone
companies.

Sony Ericsson's three main areas of

interest are:
 The CyberShot-branded line of phones,
introduced starting in 2006. Sony Ericsson
kicked off its global marketing campaign for
Cyber-shot phone with the launch of ‘Never
Miss a Shot’. The campaign featured top
female tennis players Ana Ivanović and Daniela
Hantuchova.
 The Walkman-branded W series music phones,
launched in 2005. The Sony Ericsson W-series
music phones are notable for being the first
music-centric series mobile phones, prompting
a whole new market for portable music that
was developing at the time. Sony Ericsson’s
Walkman phone are endorsed by pop star
Christina Aguilera across Europe.
 BlackBerry-enabled models for the business
and corporate
 Sony is the electronic company and Ericsson is
the mobile communication company this is why
combination of these companies are going to
be the leading cell phone company, an other
important thing is that these companies were
in two highly developed companies in field of
electronics and communication which are Japan
and Swedish. Sony Ericsson Cellular company
was establish to produce such leading cell
phones in 2001, the head office of Sony
Ericsson is in London and its research centers
are in Sweden, Japan, China and United States
of America.

 Sony Ericsson Feature

In March 2002 Sony Ericsson introduced its
first product now it has access of all aspects
of cellular products and still advancing the
 technologies of cellular phones that is in 2005
Sony Ericsson introduced walkman brands
called as W-series furnished with high quality
music and Sony Ericsson Ring tones, these
were at least ten models at first still
introducing new and newer models. Sony
Ericsson cell phone F-series is mid range and
K-series is a candy bar mobile phones designed
with cameras and double front. The best thing
is that Sony Ericsson Software with Sony
Ericsson codes are available in market and also
on the internet which are free to download
even from internet one can download Sony
Ericsson Ring tones and music which are also
free of cost to provide good and cheap
entertainment to the Sony Ericsson Cell phone
users.

Phone series description

M600i
K790i

Z310i
W850i
Sony Ericsson categorizes its phones as Talk
and Text phones, Camera phones, Music
phones, Design phones and web and email
phones:
 D series – Low-mid range mobile phones. T-
Mobile network operator exclusive.
("Deutsche Telekom") (D750)
 F series – Low-mid range mobile phones.
Vodafone and Vodafone partner network
operator exclusive. ("Vodafone") (F500)
 J series – Low end candybar mobile phones.
Do not feature cameras. ("Junior") (J100-
J300)
 K series – Low to high end candybar mobile
phones. Feature cameras with dual front
design. Certain models are branded under
the Cyber-shot name. ("Kamera") (K200-
K850)
 M series – Mid range Symbian OS
smartphones. ("Messaging") (M600)
 P series – High end Symbian OS
smartphones. ("PDA") (P800-P990, P1)
 S series – High-mid end swivel and slider
mobile phones. ("Swivel"/"Slider") (S500-
S700/S710)
  T series – Low to high-mid end candybar
type mobile phones and a carryover from the
former Ericsson line of mobile phones
(Fashion). (T68-T650)
 V series – Mid to high end mobile phones.
Vodafone and Vodafone partner network
operator exclusive. ("Vodafone") (V600-
V800)
 W series – Low to high end mobile phones
branded under the Walkman name.
("Walkman") (W200-W960)
 Z series – Low to high-mid end clamshell
mobile phones (Fashion). ("Clamzhell")
(Z200-Z1010).

Financial information:
Sony Ericsson posted its first profit in the second
half of 2003. Its sales of phones were:
2004: 42 million
2005: 50 million
2006: 74 million
According to the Swedish Magazine M3's issue
7/2006 Sony Ericsson is the best-selling phone
brand in the Nordic countries, followed by Nokia.
  According to the IT research firm Gartner, in
the third quarter of 2006, Sony Ericsson was
the fourth largest mobile phone manufacturer
in the world after Nokia, Motorola and
Samsung. It held a 9% global market share.
The consolidated financial summary for Sony Ericsson Mobile
Communications AB (Sony Ericsson) for the second quarter
ended June 30, 2007 is as follows:
 Q2 2006Q1 2007Q2 2007Number of units
shipped (million) 15.721.824.9Sales (Euro
m.)2, 2722, 9253, 112Gross Margin
%28.5%30.3%29.6%Operating Income (Euro
m.)203346315Operating Margin
%8.9%11.8%10.1%Income before Taxes (Euro
m.)211362327Net income (Euro
m.)143254220Average Sales Price
(Euro)145134125

Phone series description

Series Branding Description Origin

C Cyber-shot Camera focused phones. 'C'yber-shot

D T-Mobile T-mobile network exclusive phones. 'D'eutsche Telekom

F Vodafone Vodafone network exclusive phones. Voda'f'one

G - Compact Touchscreen series. 'G'eneration Web

J - Low-end series 'J'unior

Cyber-shot 'K'amera (Swedish for

K All-around phones
"camera")
(partial)
M - Business focused smart phones. 'Messaging
Business and power-user smart
P - 'P'DA
phones.
R - Phones with built-in AM/FM radio 'Radio
S - Fashion and camera focused phones. 'S'wivel, 'S'lider, 'S'napshot
T - All-around phones 'T'ala (Swedish for "talk")
V Vodafone Vodafone network exclusive phones. 'V'odafone
W Walkman Music-focused phones. 'W'alkman
Convergence and powerhouse
X XPERIA 'X'peria
devices.
Z - Design-oriented phones 'Z'e Bobber

Current System
After the 2008 Mobile World Congress, Sony
Ericsson announced their new naming system

Series Range/Class Version Form Factor

0-2: Candybar
1-4: Low-end
(see above for series (in numerical order of 3-5: Slider
5-7: Mid-range
letters) succession) 6-8: Clamshell
8-9: High-end
9: Others

"a" and "c" suffixes are used to denote models

specifically for American and Chinese markets,
respectively.

Prior systems
Sony Ericsson has used three methods in the past
of naming their mobile products:

• The most common format uses a total of five

(or six) characters, eg. K750i.
This format begins with a capital letter to
denote the series of the phone (K750i). This is
then followed by three numbers (K750i). The
first number indicates the sub-series of the
phone, the second indicates the amount of
progression from the previous release, i.e.
K700i to K750i, and the third number is always
 either a '0' or '8' and the letter '8' is used
either to show a variation of the phone
destined for a different market without a
feature, eg. the W888 is a W880i without 3G,
or it is used to separate phones which have
identical specifications but the designs are
different, eg. K610i and the K618i. Finally, the
lowercase letter at the end of the model name
describes the market for which a product is
intended; these are: a for the Americas, c for
China, and i stands for an international version;
there is also an 'im' suffix used for branding
iMode phones. Often the last letter is left out
to describe the phone generically with no
region specific branding.
• A newer format (which has only been used on
one phone to date) uses a total of three
characters, eg. P1i. It is believed that this
format is intended for naming flagship models
of each phone series due to the limited
numbering combinations.
It begins with a capital letter to denote the
series of the phone (P1i). The number is used
to indicate the amount of progression from
the previous release (P1i) and the final
 lowercase letter, as explained above, describes
the market for which a product is intended.
Again, often the last letter is left out to
describe the phone generically with no region
specific branding.
• The oldest naming format uses a total of four
characters, eg. T68i. This format continued
from the naming scheme of the Ericsson
mobile business and was only ever used once.
This format begins with a capital letter to
denote the series of the phone (T68i). The
first number indicates the sub-series of the
phone (T68i) and the second letter indicates
the amount of progression from the previous
release. The last lowercase letter indicates
that it is an update of the previous model, i.e.
T68 to T68i.

Another peculiar naming format was the one used

in naming the Z1010; this format has not been used
since the Z1010.

Furthermore, Sony Ericsson always give their

phones codenames when developing. Mainly to keep
the information secret and to prevent leaks. All
codenames are girl names, and some have been
taken from the female players of the Sony
Ericsson-sponsored tennis tournament, WTA. A
complete list of codenames can be found here.

Financial information:
Sony Ericsson posted its first profit in the second
half of 2003. Since then, the sales figures from
phones have been:

• 2004: 42 million units

• 2005: 50 million units
• 2006: 74 million units
• 2007: 103.4 million units

Also, Sony Ericsson sold 60m music enabled phones

in 2006, including 17m Walkman devices,
underlining how its products are more popular than
Apple's iPod. Apple sold 39m iPods in its 2006
fiscal year, which ended on September 30.
According to the Swedish Magazine M3s issue
7/2006 Sony Ericsson is the best-selling phone
brand in the Nordic countries, followed by Nokia.

According to the IT research firm Gartner, in the

third quarter of 2006, Sony Ericsson was the
fourth largest mobile phone manufacturer in the
world after Nokia, Motorola and Samsung. It held
a 9% global market share.

Compatibility:
During the E3 Media and Business Summit, Phil
Harrison, Sony CEO showcased a Sony Ericsson
phone using the PlayStation's XMB. A select group
of phones are also said to integrate into
PlayStation Home

During the announcement of Sony Ericsson

K850,W960 and W910. Some review sites have
shown that those mentioned phones sports a new
media manager to replace the standard Sony
Ericsson File Manager which posses a UI that
resembles the XMB interface found on Sony PS3
and PSP products. The mobile developer site
confirmed from their spec sheets and whitepapers
that the XMB media manager is standard to the
phones running Java Platform 8 also known as A200
Platform.
 SONY ERICSSON

KHAR EDUCATION SOCIETY’S

 COLLEGE OF COMMERECE

AND ECONOMICS

PREPARED BY: MITTAL JADAV

ROLL NUMBER: M-115

TOPIC: SONY ERICSSON

GUIDED BY: RUPA MAM

ACADEMIC YEAR:2007-2008