Repentant Sony Ericsson vouches that it has learned from its Android mistakes

Repentant Sony Ericsson vouches that it has learned from its Android mistakes
Steve Walker, the Global Head of Marketing for Sony Ericsson, has tried to clarify in an interview what went wrong with the company's Android lineup last year, and how do they intend to fix it. Basically, they were caught by surprise with the explosive growth in the land of little green robots:

"Last year we didn’t anticipate the strength of feeling that consumers would have towards the Android release. And again that was a learning experience of the first year of mass market Android smartphones... when we started to design our 2010 handsets in 2008, nobody really knew the dynamics of the Android smartphone market or even what the smartphone market was going to be. None of us could predict 2 years previously, to what extent users would switch into smartphones. None of us could really predict what would be more important and less important for consumers.

We talked a lot about the platform and the software. The hardware was important but the hardware played second fiddle. What we think is different in 2011 is that consumer attention is swinging back to hardware once more. That’s not to say people aren’t focused on software, but that they are a little more in balance now.

As we do every year, we’ve taken those learnings and applied them to the new products in the new portfolio. We do think we’ve taken a big step forward for 2011... If we hadn’t done what we did with the X10 and the X10 minis we wouldn’t have been able to do what we’ve done here today”.

It seems that the company is heading in the right direction now, given the new Sony Ericsson Xperia arc announced at CES, which  “is just the first of many products we will show through the year”. It was the only phone out of the big announcements at CES, which actually ran Android 2.3 Gingerbread, so the main gripe we had with Sony Ericsson's handsets last year, is now gone. Sony produces slick designs with some the best camera sensors out there, so it would be sad to see them go, and we are glad this is not the case.

Talk is cheap, though - we collected very good impressions from our prototype Xperia arc unit here in the office, which seems almost finished, but a delayed release or adding the "Sony premium" to the price could still derail its launch. Mr Walker promised it will be out in a couple of months, so we'll keep an eye on the developments.

source: Pocket-lint

Related phones

Xperia arc
  • Display 4.2" 480 x 854 pixels
  • Camera 8.1 MP
  • Processor Qualcomm Snapdragon S2, Single core, 1000 MHz
  • Storage 0.512 GB + microSDHC
  • Battery 1500 mAh(7.00h 3G talk time)



1. ellistiu911

Posts: 30; Member since: Jul 18, 2009

True that Sony produces one of the best camera sensor's out there. .

2. ribbonsalmark

Posts: 84; Member since: Jan 06, 2011

Even if Sony Repents for it lack of updates last year, it doesnt mean anything for X10A user right now as there is no updates for X10A users in the United States. If Sony really wants to talk about repenting then it should release the 2.1 update to every one and ignore AT&T and push the update through PC Companion of SEUS. This way they might be able to save some face and look like the hero and make AT&T the villain that it is.

3. stbutt unregistered

Sony messed up again big time. Not enough I nternal memory for apps. I've got a HTC Desire and I've run out of internal memory even though most of my apps are moved to SD card. Just shows proves how most of these top paid employers haven't got a clue about the mobile market and their products.

5. uk786

Posts: 47; Member since: Dec 30, 2009

That's a fair point, I have got a Desire so I can understand how you feel. The best solution is to install a custom ROM like villain 12 which has APPS2SD so you partition your memory card and the apps go there.

4. Alv unregistered

Hope they learn, and don't make the same mistakes again , their product software updates arrive too late (if they do arrive)! X10 user without Froyo !

6. locivic unregistered

i love SE .. they need 2 get the updates fast .. i mean FAST ... i hope SE not having hearing problem with their consumers ... they make good phones and the cameras r pretty good ... com'on SE ... ACT RIGHT AND FAST !!! ... dont disapoint me ..

7. cadetz unregistered

at least they are willing to admit unlike some companies say it's the customer's fault >.>

8. Wardski unregistered

The common sense approach when learning from your mistakes SE, is to FIX DA FURKERS first then move on... Time to suck it up cupcake SE, you should know that we as users have also learned from our mistakes - NEVER BUY AN SE DEVICE AGAIN!!

9. downphoenix

Posts: 3165; Member since: Jun 19, 2010

If Sony truly learned, they would also release their phones on a carrier besides AT&T.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.