Sony Ericsson is all set to bounce back and capture a large chunk of the handset market with the launch of its new multimedia phones
The new phones aim to satiate the ever growing need of telecoms operators for phones that drive data usage without the need for huge subsidies. The ultimate aim is obviously to stage a comeback in the markets where the world's fifth-biggest handset maker has slid ranks.
Ben Wood of UK-based research firm CCS Insight termed the launch as a step in the right direction. “At last there's cooperation between a Sony product and a Sony Ericsson phone. Previously, it was just branding. We see it as a statement of intent."
The new products
Of late, the demand in the mid-market handset segment has been waning. Scope for expansion exists at the two extremes viz. high-end smartphone and low-end emerging-markets.
The Aino phone will enable the users access media content from their PlayStation gaming machine from anywhere. The handset, will thus, help convert the video-gaming console as a media hub. Aino will however not allow users to play games or access high-definition video.
Yari, the gaming phone that uses gesticulation and motion control instead of the traditional buttons, is the second handset from Sony Ericsson’s repertoire and is scheduled for a fourth quarter launch along with Aino.
The Satio, originally introduced as the Idou at the February's Mobile World Congress, is also slated for a launch in the last quarter of the year. The Satio will be available in black, silver and bordeaux.
About Sony Ericcson
Sony Ericsson is a joint venture between the Japanese consumer electronics behemoth Sony Corporation (TYO: 6758; NYSE: SNE) and the Swedish telecommunications giant Ericsson. (OMX: ERIC B; NASDAQ: ERIC)
Sony Ericsson has been reeling under the current economic recession and is struggling to keep its head above water. As per estimates, the joint venture is likely to additional funds to the tune of 100 million euros ($139 million) next year.
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