Sony Ericsson wants to be just Sony

Sony Ericsson wants to be just Sony
The Sony Ericsson joint-venture might soon be just Sony, if reports that the Japanese are looking to buy Ericsson's share hold water. The WSJ reports that the talks are on and off currently, and there is nothing certain on the table, although Ericsson's stake is valued at $1.3 to $1.7 billion.

Sony said recently that it will only be making smartphones from now on, no feature phones any more, and obviously wants to create an integrated experience between them, its tablets and computers, and its TVs, stereos and game console. Not to mention it could leverage its music and movies departments through and for its smartphones.

It will need wiggle room to do that, as now it probably has to look for Ericsson's approval on each such decision, like labeling the Xperia Play as Playstation Certified, for example. Moreover, this was adding strong branding to a product with the Ericsson name on it, without the network equipment manufacturer having to lift a finger about it, which mustn't be very pleasing for Sony. We'll breathe a sign of relief, too, it was tiring to write Sony Ericsson Xperia X10 mini pro, for example.

source: WSJ

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19 Comments

1. bolaG

Posts: 468; Member since: Aug 15, 2011

I dont get how they are ONLY makeing smartphones from now on??! Vaio PlayStation Sony(TV, Stereos, DVDs, Blue Ray, etc)

9. dacastrator

Posts: 232; Member since: Sep 22, 2011

idiot.

11. JordanOPGS

Posts: 4; Member since: Jul 26, 2011

it means they wont make feature phones.......

2. Tristann

Posts: 76; Member since: Nov 04, 2010

Sony Ericsson not Sony it's self lol

4. bolaG

Posts: 468; Member since: Aug 15, 2011

lol I guess. didnt realy specify it on the article though. should have said something along the lines of: sony will continue making it usuall products but in terms of mobility will focus only on smartphones from now on.

6. corporateJP

Posts: 2458; Member since: Nov 28, 2009

You must have skipped half the article, friend. Didn't see that part about integration with their T.V.'s, stereos, computers and game systems?

7. bolaG

Posts: 468; Member since: Aug 15, 2011

I did. All I'm saying is that its confusing. Poorly formulated sentence. If it said: "Sony will step away from making feature phones and focus only on smartphones from now on..." It would have made more sense and not confuse me. I woke up like an hour ago. Give me a break :P

10. alpinejason

Posts: 262; Member since: Sep 06, 2011

excuses excuses excuses.yawn.

3. AbsentbebniM unregistered

@bolaG It was very poorly written. The point they were trying to get across is that the present SonyEricsson division wishes to make smartphones going forward... as opposed to feature phones. That means no more entry-level candy bar phones reminiscent of the early 90s. Smartphones are where the market is headed. If they continue in the feature phone arena it'd be as successful as if they continued making cassette walkman players.

5. ChiX017 unregistered

lolz...

8. mukrenol

Posts: 92; Member since: Sep 03, 2011

i really hope sony will continue to make a few feature phones too along with all the great smart phones there are still some part of the market that only wants to use feature phones and nothing more with physical keypads and don't mind the small screen sony is a good brand by itself i don't mind if they buy out the shares and change the name as long as they are moving forward and not backwards you, sony, will have my full support as a customer!

12. Phoneguy007

Posts: 218; Member since: Jun 02, 2011

Sony is looking for a way to keep its market share since smart phones now account for more game downloads then ps3 or xbox. I think this move is a must!

13. GeckoHA559

Posts: 47; Member since: Jan 28, 2011

Sony Ericsson logo is much better than the Sony logo.

14. lubba

Posts: 1313; Member since: Jan 17, 2011

Fallowing or copying MS's footsteps. Lolzzz!!! No wonder they don't want to build wp7.

15. adjou

Posts: 106; Member since: Jul 06, 2010

What? How in anyway is this about MS? Oh, is fOllowing

17. lubba

Posts: 1313; Member since: Jan 17, 2011

integration between their systems you know like MS. One ecosystem; wp7, xbox, windows 8.

18. lubba

Posts: 1313; Member since: Jan 17, 2011

We'll all see it next year what MS will do. My assumption is this is what sony planning.

20. Vic unregistered

Ericsson is a very strong brand. this would be a bad decision. After all without Ericsson, Sony Ericsson would be what it is now. Lets not forget that Ericsson was a leader in the market when the joint-venture was made. Sony was just a insignificant player at that time.

22. samirsshah

Posts: 61; Member since: Mar 10, 2011

Use the standard 'SONY' logo. Yes. there is some recognition of 'Sony Ericcson' logo, but it should be Sony's goal to move away from the 'Sony Ericcson' logo to standard 'SONY' logo. When you have a very very very very strong brand like 'SONY' never compromise it with something like 'Ericcson' and with this kind of a logo no matter however good it looks. Dear Ericcson, I have nothing against you. Extract your 'pound of flesh' and let Sony go.

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