Brand Product management for Mobile Phones

Essay by lijiaoUniversity, Bachelor's March 2006

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1. Background research

1.1 Sony Ericsson

Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones and accessories, PC cards and M2M solutions. The products combine powerful technology with innovative applications for mobile imaging, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users.

Sony Ericsson is a 50/50 joint venture of Sony Corporation and Ericsson AB. Sony Ericsson has built global brand in the mobile handset industry and Sony Ericsson is getting more popular in the market. You can see its brand at every mobile phone retail shop in Singapore. People keep asking the new model of the mobile phones.

Sony Ericsson estimated about 6.5% of market share in the industry, a 29% increase compared to the same period last year and a 17% increase sequentially, substantially higher than sequential market growth.

Sony Ericsson products have universal appeal and are tangibly different in the key areas of imaging, design and applications. As new products are introduced to industry acclaim, existing products continue to receive accolades and Sony Ericsson is now established as a world leader in design and innovation.

Sony Ericsson currently key competitors are Nokia, Motorola, Samsung, LG Electronics, these companies are the Top 5 worldwide brands in the mobile phone industry.

Sony Ericsson mainly attracts people who have innovative desire. Sony brings vast experience in consumer electronics and entertainment - music, pictures and games - and Ericsson contributes with its mobile technology lead and the world's largest customer base among mobile operators. This is the ideal partnership for the growing market of 3G and Mobile Internet.

By creating an enticing brand and taking the lead in bringing new ways of using multimedia communications...