Sony Ericsson (Business Strategy)

Sony Ericsson (Business Strategy)

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  Presented by –Shabbir Akhtar (PGPM 10, Globsyn Business School – Global Campus)
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  The Walkman Phone •Launched in the year 2005 • Combining Sony’s most famous consumer electronics devises with Ericsson’s expertise in wireless technology • The Walkman phone accounts for 25% of Sony Ericsson’s sales • Success of the joint venture • The next BIG THING?
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  Background • Established in 2001 • Sony -- Walkman, Playstation, etc. • Ericsson -- leading provider of telecommunication • Ericsson and Sony losses • Best Management Decision in 2001
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  The Mobile MusicStrategy • Expanded the product portfolio • Attractive designed models • Integrated high quality digital music players into stylish mobile phones • Easy-to-use software to copy music to the device • Exciting music download services, including the Sony Group digital music offering
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  The Impact • TheWalkman phones were launched in the third quarter of 2005 • Increased volumes, sales, and net income for the company • Company's strategy of targeting a specific product portfolio • Pre-tax profits of 206 million euros
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  Reviving The WalkmanBrand • Losing market shares • Apple overtaking Sony’s Walkman brand • Analyzing the problem • Rectifying the problem
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  Keeping Up TheTempo • Sony Ericsson capitalized on the success of its W800 Walkman phones and introduced new models • Continuous announcements of exciting new products at a variety of price points • Phones were also launched aimed at the lower segment of the mobile phone market
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  Portable Players VsMusic Phone Portable Players Music Phone A portable media player is a A music phone consolidates consumer electronics device two great devices an attractive that is capable of storing and cell phone and a definitive playing digital media. portable audio player. All Often digital audio players are music cell phones can play sold as MP3 players. The MP3 and most work with immediate predecessor in the market place to the digital audio major music providers like player was the portable CD player iTunes, Yahoo Music, Sprint Music and prior to that; personal stereo. and more.
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  Competitive Edge inCollaboration
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  Marketplace Responds “Sony Ericssoncould have called this the Xperia Art, and no one would have been surprised.” - Engadget
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  The Next BIGTHING?
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  Thank You