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Sony Ericsson to focus on few high-end models, tough year ahead

Posted: , by Victor H.

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Sony Ericsson to focus on few high-end models, tough year ahead
Sony Ericsson’s man in charge Bert Nordberg is visiting Russia where the brand has traditionally held strong positions, but the message he has is not exactly optimistic. First off, Sony Ericsson will change its global strategy by focusing more on high-end models with longer software support (which hopefully translates into timely updates). The Swedish-Japanese joint venture will launch fewer of these products, one-man-news-service Eldar Murtazin tweeted his own thoughts on Nordberg's statements and visit.

Secondly, the company expects to see its market share continue to dwindle in the next four to five quarters. The financial results for the second quarter will swing back in the red for SE after the company managed to squeeze a profit in the last couple of quarters. In addition, the future lineup for 2012 is not yet clear, but due to lack of R&D resources a total of 8 to 9 models with some variations are expected. The cost cutting over at the company will continue as the company plans on shutting down some of its regional headquarters and we've been hearing rumors about Eastern Europe being one of the first places where this would happen.

Sony Ericsson to focus on few high-end models, tough year ahead
Thirdly, Murtazin sums up his impressions of Nordberg's visit, Sony Ericsson Xperia PLAY sales have been poor and after the price for the handset was cut once after launch, a second price drop is expected in September. At the same time, SE will focus on some key markets - the U.S., Russia, China and Germany. Finally, the Russian blogger expects Nordberg to resign next year. We would take all of this information with a pinch of salt as these seem to be merely Murtazin's thoughts after the blogger got some new information from SE's CEO visit in Motherland, but they do sound close to realistic. What are your views on the developments in Sony Ericsson in recent years? Feel free to let us know in the comments below.

source: Eldar Murtazin (Twitter)

10 Comments
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posted on 25 May 2011, 09:20 1

1. cyborg (unregistered)


SE is just to blame himself.
Untimely or no update at all, locked bootloaders. Hello X10.
Prices are way above the expected, not attractive. Hello XPlay
SE is tailing the competition. For flagship: 8MP where Nokia have 12MP almost a year now, 1ghz single core where flagships demands dual cores which in itself a selling point. Hello Arc.

Design is not enough to attract new comers but will suffice to convince loyalists to upgrade.

Good job on the screen upgrade though.

To focus on the high end means giving it all and then some. HTC is doing just that.
Come on SE, make something to make us "WOW!"

posted on 25 May 2011, 10:28 1

4. sebaa (Posts: 25; Member since: 30 Jun 2009)


Remember Satio a12MP phone ? was release in q3 2009 when N8 was release also in q3 but 2010 .So wait for cybershot phone, just wait . go sony ericsson.

posted on 26 May 2011, 01:37

10. messiah (Posts: 433; Member since: 19 Feb 2010)


no one ever saw a satio in the wild.... don't quote a phone that never fully hit a market. it was a prototype at best...

posted on 26 May 2011, 03:45

11. sebaa (Posts: 25; Member since: 30 Jun 2009)


No one? many countries has it end still selling aka Italy , spain etc, end y use satio .2-3 day battery life, photos, talk, gps.

posted on 28 May 2011, 12:58 1

14. messiah (Posts: 433; Member since: 19 Feb 2010)


italy and spain?

...i stand corrected.... lol

posted on 25 May 2011, 09:23 4

2. SuperAndroidEvo (Posts: 4015; Member since: 15 Apr 2011)


Yeah Sony needs to make some money in their mobile division, because of the terrible debacle that has been the PS3. They lost so much money when the console was released & now with the PSN hack they are losing hundreds of millions of dollars more. That is not to mention the earthquake & tsunami that held their production on their other endeavors. Sony needs their high-end smart phones to keep them afloat until they can get on their feet. Sony has seen record lows, not seen since the mid 90's! I am rooting for Sony to get back on their feet. The Xperia Ark is a phone that may be a winner for them!

posted on 25 May 2011, 10:03

3. meego fan (unregistered)


thank god Bert Nordberg is resining. Finally SE can once again hope to be the great company that it was before he came and once again lead in advancements in the mobile world.
SE as a company has nothing to do with the misfortunes its the mistake of the management(much lyk nokia) especially Bert Nordberg who's been continuously making all the wrong decisions

posted on 25 May 2011, 13:53

6. Cell (unregistered)


let's c the review from whooooo... wait a second the legendary "Eldar Murtazin" A.K.A. "SE Hater to the bones", state me one review where he didn't bash SE even he made a false review about the camera in arc... it's not a trusted source.

posted on 25 May 2011, 13:53

7. Seylan (unregistered)


yeah, a VERY tough year ahead for Sony Ericsson, and thats all because of Nokia:)
Ah, Windows Phone 7...

posted on 26 May 2011, 09:44 1

12. spade (unregistered)


murtazin again!!
The prick is trolling about SE for years now. In february last year he predicted a 150 million loss for the company. In reality, they scored their first profit after more than a year.
Then he prereviewed a unreleased prototype bashing it as a future successor of the X10, and badged it as an epic failure!
Then he predicted another disastrous 1st quarter this year for SE.
Then he announced SE being acquired by chinese company. Now his last pearl is that xplay has poor sales..guess what, the phone is barely starting to be released!
What's next?
The guy is a friggin former SE employee and he has a personal agenda against them!

For the record - next quarter will be the best SE had in a long time.
Heck they even squeezed a profit for Q1, during which they havent released any new product and were basically totally uncompetitive!
Now they finally have up to date, fresh, differing new portfolio to compete with.

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