11/15/2007 10:53:00 AM
Sony Ericsson kicks off £8m ad campaign
Sony Ericsson will launch an £8m advertising campaign this week in what looks like a close tussle with Samsung and Nokia.
MD John Harber said that Sony Ericsson currently has a 27% market share, behind Nokia but ahead of Samsung.
All three manufacturers are also waiting to see how big an impact the iPhone will have over the next two months.
Harber said the market was 'too noisy' at the moment and Sony Ericsson wanted to wait until early next year to launch the high-end W960i Walkman. In the meantime, Sony Ericsson has two Cyber-shot handsets and two Walkman devices in both the post-pay and prepay markets. The W910i and K850i are available on contracts, while the W810i is priced around £70 to £90 on pay-as-you-go. The K800i is also available on prepay between £90 and £100.
Commenting on the TV campaigns, Harber said: 'The W910i is a bit more youthful, while the K850i is aimed more at the family. The campaign is double the size of the one we did last year.'
He also said Sony Ericsson wouldn't be affected by the shortages from component problems troubling rival manufacturers.