Press Release

Walkman phone experience reaches new audiences

thanks to Sony Ericssons communications agencies

The iconic Walkman phone sub-brand is now more accessible than ever before and to
highlight this to consumers, four of Sony Ericsson's communication agencies have developed
a launch campaign, which starts today

London, UK15
th
July,2009SonyEricssonsnewW205Walkman
phonedeliversagreatmusicexperiencewithitsWalkmanplayer,FM
radioandTrackIDmusicrecognition.TheW205alsoenablesusersto
easilysharethehandsetandcontentwithfamilyandfriendsits
multiplephonebookfeatureletsuptofouruserscreatepersonalised
contactliststhatarekeptseparate,andtheBluetoothfunctionality
offersimageandvideosharing.

SonyEricssonchallengeditsagenciestocreateaconsumercampaign
whichfocusesontheideathattheW205isMyFirstWalkman
phone,asitisanaffordablemobilephonethatisaccessibleto
everyone,offeringthequalityexpectedfromtheWalkmanbrand.

McCannEricksonledthecampaign,supportedbyBursonMarsteller,iris
andMediaedge:cia,andtheydevelopedthethemeMypersonalmusicrevolutionto
effectivelyshowhoweveryoneisabletoenjoythefullWalkmanexperienceandgetthe
mostfromthehandsetsmusicfeatures.

CarolinaOrtiz,GlobalmarketingcommunicationsmanageratSonyEricsson,comments:
TheW205isforthosewholoveportablemusicbuthaveneverhadtheWalkmanphone
experience.AsthemostaffordableWalkmanhandsettodate,moreyoungpeoplecan
nowrevolutionisetheirmusicexperiencebytakingtheirmusicwiththemeverywhere.

TocommunicatethebenefitsoftheW205,consumerswillbereachedthroughmultiple
mediachannels,including:

Printandbillboardadvertising

McCannEricksondevelopedacampaigntocelebratetheW205at
anaccessibleprice,withallthefeaturesconsumersneedtofully
enjoyeverymoment.Welcometoyourownpersonalmusic
revolutionwascreatedtoengageayouthtargetaudiencegroup
andtheadvertisementshavevibrantvisualsofamultipliedperson
dancingandenjoyingtheirmusic.Theadscanbeseenassingle
anddoublepagespreads,aswellasoutofhomeadvertisingand
somespecialformatmaterialsthatemphasisetheoverallcampaignconcept.

PublicRelations
BursonMarstellercreatedastrategicglobalPR
campaignwithvariousconsumertacticsand
materialsthatalllocalmarketscoulduseto
outreachtorelevantmedia.Globallygenerated
PRmaterials,includingpressreleases,Q&Asand
toolkits,weredeveloped,alongwithproduct
factsheets,asocialmedianewsreleaseanda
producttutorialwiththeinternationalHed
KandiDJ,SamCannon.

RetailandDigitalactivationWorkingwiththemusicrevolutionideaandstrategy,iris
createdanimmersiveBTLinstorecampaignthatnotonlycoversthecoreconsumerjourney
butalsobuildsontherevolutionconceptwhenitcomestoactivation.irisalsodevelopeda
websiteallowinguserstocreatetheirownmusicrevolution.Visitorssimplyhavetopick
oneoftheroomsthataredisplayedonthewebsiteandplaytheirmusicthrougha
microphoneontheircomputer.Theywilltheneitherseethecrowdintheroom
revolutionised,withenthusiasticcheering,orelsethrowingtomatoesatthescreen,adirect
effectofwhetherornottheylikethesoundofthemusic.

MediaplanningandbuyingToinitiatebuzzandconversationsaroundthisnewSony
Ericssoncampaign,Mediaedge:ciasstrategicmediaoutreachprogrammecombinesamixof
online,strategicallyplacedoutdoorandprintadvertisingtodriveconsumerstomakea
purchase.

ThenewW205Walkmanphone

Loveyourmusicrevolutionwiththefollowingfeatures:
EnjoyyourmusicwiththehighqualityWalkmanexperience
FMradiocatchupwiththelatestnewsandviews
TrackIDnamethattuneatapressofabutton
1.3megapixelcameratakegreatshotsandsharethefuninstantly
Videorecordingcaptureyourfavouritemomentsonfilm
Bluetoothshareyourfavouritesongs,picturesandvideoclips,orconnecttoa
wirelessheadset
Multiplephonebookkeepyourcontactsinorderandshareyourmobilephonewith
yourfamily

TheW205WalkmanphonesupportsGSM/GPRS/900/1800andW205asupports
GSM/GPRS850/1900.W205WalkmanphoneisavailableinthecolourAmbientBlack.

ENDS

Legal

1)Factsandfeaturesmayvarydependingonlocalvariant.

2)Talkandstandbytimesareaffectedbynetworkpreferences,typeofSIMcard,connected
accessoriesandvariousactivitiese.g.games.Kitcontentsandcolouroptionsmaydiffer
frommarkettomarket.Thefullrangeofaccessoriesmaynotbeavailableineverymarket.

SonyEricssonMobileCommunicationsAB,2009.

Theliquididentity,TrackIDandPlayNowaretrademarksorregisteredtrademarksofSony
EricssonMobileCommunicationsAB.Sony,Walkman,MegaBassandSmileShutterare
trademarksorregisteredtrademarksofSonyCorporation.
EricssonisthetrademarkorregisteredtrademarkofTelefonaktiebolagetLMEricsson.
TrackIDispoweredbyGracenoteMobileMusicID.GracenoteandGracenoteMobile
MusicIDaretrademarksofGracenote,Inc.
BluetoothisatrademarkorregisteredtrademarkofBluetoothSIGInc.
MicrosoftandExchangeActiveSyncaretrademarksorregisteredtrademarksofMicrosoft
Corporation.
Otherproductandcompanynamesmentionedhereinmaybethetrademarksoftheir
respectiveowners.
Anyrightsnotexpresslygrantedhereinarereserved.Subjecttochangewithoutprior
notice.

SonyEricssonisatop,globalindustryplayerwithsalesofaround97millionphonesin2008.
Diversity is one of the core strengths of the company, with operations in over 80 countries
including manufacturing in China and R&D sites in China, Europe, India, Japan and North
America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in
October 2001, with global corporate functions located in London. For more information
aboutSonyEricssonpleasevisitwww.sonyericsson.com.

FOR MEDlA lNFORMATlON PLEASE CONTACT:
Sony Ericsson Global Communications & PR
Lisa Canning: +44 208 762 6064
General Press: +44 208 762 5858
E-mail: press.global@SonyEricsson.com
Product images: www.sonyericsson.com/press