2/17/2010 12:12:00 PM
MWC: Sony Ericsson and Motorola plot comeback
Sony Ericsson and Motorola took a bullish stance at this
year's Mobile World Congress, with both announcing handset
launches and aggressive 2010 strategies.
Motorola is pinning its hopes on Android with at least 20
smartphones set to launch across the globe in 2010.
A number of key products will receive a major marketing spend in
the UK and Europe, including the Backflip and the Quench,
announced this week (15 February).
Motorola is also working with Google on a 'direct consumer
device'. It had largely withdrawn from the European market in
2009 until the launch of the Dext and the Milestone towards the
end of the year. It is now also working on building up its retail
relationships again, particularly with Carphone Warehouse, which
it has worked with in the past.
Meanwhile, Sony Ericsson is reducing its portfolio and pushing
five key product launches this year: the X10, X10 Mini, X10 Mini
Pro, Vivaz and Vivaz Pro.
Sony Ericsson MD Nathan Vautier told Mobile: '2010 is about a
focused portfolio and customers driving our position. [It] will
be a strong year.'
Sony Ericsson has been criticised for having too many models,
which the manufacturer stressed has been reduced from 55 devices
to 35 over recent months.
Sony Ericsson president Bert Nordberg admitted at the conference
that the company had missed the window for high-end and
touch-screen devices 'big time'.
Nordberg said that much of the manufacturer's recovery will be
based on better design and closer work with its partner, Sony.
He said: 'In the past, there was no tie-up between us, the PSP
platform and Sony, but you can expect to hear much more about
that. Sir Howard Stringer's [chairman and CEO of Sony] presence
here is no coincidence.
'We are focusing on the home environment. The TV, PC, stereo and
mobile will have a common communications interface DLNA (digital
living network alliance). I want to put my big foot in the home
2010 a 'huge year', says Sony Ericsson MD Nathan Vautier
2010 is a huge year for Sony Ericsson, particularly in the UK, MD
Nathan Vautier told Mobile at MWC.
He added: '2009 was a transition year and we've faced a number of
challenges that we've been working through in 2008 and 2009.
'This year is about a focused portfolio and customers driving our
position. 2010 will be a strong year. We know it will be a
volatile year - economically and in local markets. There will be
things going on with convergence - two large operators merging
and also with termination rates.
'But we have the portfolio, design and innovation to really
deliver success this year.'