Sony Ericsson is ramping up its sales drive, appointing new head of global
sales and marketing Kristian Tear as part of its business transformation
Tear currently heads up Sony Ericsson's Western Europe
region and global customer accounts. He will replace Anders Runevad from 1
April. The move will coincide with the launch of Sony Ericsson’s flagship
smartphone the Android powered Xperia X10.
Runevad, who has been leading the company's sales team for the past three
years, will return to parent company Ericsson. Tear left Ericsson in 2006 for the joint venture. His successor has yet to be named.
The move is seen as part of Sony Ericsson’s fightback. Last year the handset
manufacturer was plagued with falling sales and software problems with its
Satio, Aino and X2 smartphones.
In a bid to turn around its fortunes Sony Ericsson has instigated a turn
around plan, which includes cost-cutting and a refreshed portfolio with the Xperia X10, its first Android smartphone. Vodafone will begin selling it in April in the UK.
Its latest results from Q4 2009 were mixed. The joint venture reported
a quarterly pretax loss of £165m for the period and total revenues fell 40% year
on year to £1.5bn.
However, handset sales showed some signs of improvement with the firm
shipping 14.6 million phones in Q4, down from 24.2 million in the last quarter
of 2008, but up slightly from 14.1 million in Q3 2009.
The company estimates it had around 5% of the world market last year, and is
predicting ‘slight growth’ in units in 2010.