Sony Ericsson To Release New Phones

In an attempt to gain more exposure in the Smartphone market, Ericsson, mobile phone manufacturing giant, announced that it will be releasing two new Smartphones running on Google Android operating system. Ericsson is a company that resulted from a joint venture of Sony Corp and L.M Ericsson, which produces many telecommunication devices. The company hopes to gain some exposure in the market by releasing the Xperia active and Xperia ray. The phones were revealed by the Chief Marketing Officer of the company in Singapore. Ericsson plans to release the phones by the end of the third quarter.

Sony Ericsson hopes to increase its 11 percent share grow in the Smartphone Android based market. Chief Marketing Officer, Steve Walker, said that the market for Android Smartphones is rapidly growing and the Ericsson sees itself growing with it. In the first quarter this year, the company saw 23 percent drop in sales for its Smartphones, which is why it has now planned to move out of the low end Android Smartphone market. The company will now release Smartphone models that will directly compete with high end phones like Apple’s iPhone, RIM’s BlackBerry and Nokia’s N9.

Walker believes that by the end of year 2015, about 60 percent of mobile phones in Asia Pacific will most likely be Smartphones. This is a significant increase from 2010, which was 20 percent only.  Walker assured that the company has shifted its strategy towards the manufacturing of Smartphones. It will focus mostly on producing Smartphones of the high and medium end category, where most mobile phone manufacturers have already given up on feature phones to increase production of Smartphones. Sony Ericsson revealed that in April most of it sales, about 60 percent was that of Smartphones. The company’s new phones Xperia active and Xperia ray will be priced lower than the high end phone Xperia arc. Xperia active will be water proof, meaning that even wet fingers or fingers full of sweat will be able to control the phone. Sony Ericsson also revealed plans to release phones that are low priced, specifically targeted at teens.

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