could strike a deal with Spotify, the handset manufacturer said last week.
the launch of Sony Ericsson’s major marketing campaign last week, Lennard Hoornik, head of marketing,
raised the possibility of a deal with music streaming service Spotify as a way
of increasing its entertainment offering.
Hoornik said Sony Ericsson wanted to be ‘a truly open
brand’, allowing its customers to access a broad range of services, such as
‘unlimited music service from Spotify and from us, for example.’
Spotify launched its first mobile application this
week after receiving approval from Apple’s iTunes App store.
Hoornik said Sony Ericsson wanted to increase its
entertainment offerings through closer ties with Sony. A first step will be the
rebranding of all Sony and Sony Ericsson products with the tag ‘make.believe’
(make dot believe).
‘We want to
become the Communication Entertainment brand,’ Hoornik commented. He said this
would involve ‘working closely with the Sony Group of companies’ to develop new
Hoornik welcomed the closer relationship. ’When Sony
comes with the promise to bring anything to market we at Sony Ericsson can
relate to that. Putting our strategies together is a very obvious synergy.’
Hoornik said the make.believe tag would create ‘a
community you want to belong to.’
However industry sources said this week the
manufacturer’s closer ties with Sony could herald a Sony takeover or sale of