A Business analysis of Sony Ericsson

A Business analysis of Sony Ericsson Sony Ericsson is a joint venture owned equally by the telecommunications leader Ericsson and Sony corporation- the consumer electronics powerhouse. It was established in the year 2001 with a capital of 100,000,000 Euro and released its first product in the year March 2002.The management team of Sony Ericsson is based in Hammersmith in London. It is the fourth largest manufacturer of phones in the world as of 2009. It has around 8450 employees with over 2500 contractors worldwide. It has a 6.788 billion revenue and the profit of 836 million in last year. Globally, its market share dropped from 9.4% to 7.9% in Q1 2008.(Wikipedia.com,2010) Sony Ericsson is a global provider of multimedia devices such as phones, PC cards and accessories. The products with its powerful technology and innovative applications result in mobile imaging, entertainment, communications and music. In areas of music, design and applications the products from Sony Ericsson have a universal appeal. It uses communic ation technologies such as 2G and 3G platforms in its products, increasing the offerings to the market. In this assignment our focus will be on the following arguments: Sony Ericsson’s phone, model number W910i, which is in a declining stage Reasons for declining of W910i Situational analysis of Sony Ericsson and W910i mobile phone A marketing plan for the rejuvenation of Sony Ericsson W910i The Argument Structure Sony Ericsson W910i was one of its kinds. It is a slider phone and was branded as the Walkman phone. It had features such as shake control which enable music track change by just shaking the phone, it also had video games based on Java ME and JP-8. It is available in six different colours and included a 1GB or 2GB memory card. It can also play FM radio using the RDS and TrackID service. On the 14 Feb 2008, this phone was awarded the Best Handset 2008 award by the GSM. Despite all these features the phone had stability issue which led to its decline. The ph one used to crash and switch off intermittently and as of November 2009, to fully resolve these issues the company is yet to release a version of software. The other instability issue which it has includes screen complaints and system freezing, button input failures and restarting. Due to these issues, the phone has received a lot of criticism in many forums and reviews and eventually leading to its decline in the market. Situational Analysis of Sony Ericsson and its Mobile Phone W910i Strengths Sony Ericsson has diversity in its products. The other major strength is Sony as a brand name. Sony Ericsson W910i was branded as Walkman phone. It was the first phone which replace the File manager which is seen in older models to the present Sony Ericsson Media Manager. It had a large number of features such as Java based video games and applications, shake control feature, was available in six different colors. On account of all these features it was awarded the Best Handset Award in 2008 Weakness Lack in customer preferences understanding, uuser-centereddesigns and brand awareness globally. It had less technology advancement. Sony Ericsson W910i had many stability issues such as crash and intermittent switching off. Other issues included system freezing and button input failures.