Sony dropping Ericsson out of the Sony Ericsson brand in mid-2012

Sony dropping Ericsson out of the Sony Ericsson brand in mid-2012
Back in late-October, Sony announced it’s acquiring Ericsson’s stake in Sony Ericsson and we all knew that the familiar phone maker will drop its Swedish roots from the brand as well. Now, we know when. A Sony executive shared with newspaper the Times of India that the transition is set to happen mid-next year. After the change of names, Sony will focus on smartphones under its own brand. This tacitly confirms previous rumors about the company’s intention to focus only on smart handsets.

"A lot of planning goes into getting the branding right but we will be done by middle of next year. It will also mean that the marketing and advertising investments will go up. We haven't been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets and India is one of those markets," SE’s head of sales and marketing Kristian Tear said. 

We don’t know however what are Sony’s plans when it comes to operating systems. Currently, the company produces solely Android devices, but things might change if Windows Phone gets traction. Additionally, the new owner will give the brand a bigger marketing push under the Sony brand. All of this, is still pending regulatory approval, though, so we’d wait until the deal gets the green light from all the institutions before drawing final conclusions. 



1. HTCiscool

Posts: 449; Member since: Jul 16, 2011

What exactly was Ericsson doing in the "partnership" From what I can tell, Sony made everything, designed and marketed everything for SE, Ericsson was just riding on their success. i couldn't really care less if it were just Sony.

7. -RVM-

Posts: 331; Member since: Oct 19, 2011

Actually, when the joint venture Sony Ericsson was created, Ericsson was one of the most successful mobile phones manufacturers (alongside Nokia, Motorola and Siemens). Sony was strong in consumer electronics and game consoles etc, but only a minor player in mobile phones. Ericsson is still afaik the biggest telecommunication company, owning a huge amount of communication related patents. Even now, from what i now, SE smartphones are designed in Europe, not in Japan. This move is just part of both companies strategies - Sony is consumer products manufacturing oriented, while Ericsson is more telecommunication services and research oriented.

2. arcq12

Posts: 733; Member since: Oct 13, 2011

Sony sounds a lot better to me than Sony-Ericsson..

4. Muhannad

Posts: 455; Member since: Sep 20, 2011

You're right, it's better and shorter than "Sony Ericsson Xperia Arc S".

3. steelicon

Posts: 318; Member since: Apr 02, 2011

Here's hoping for the best for Sony!

5. Bluesky02

Posts: 1439; Member since: Dec 05, 2011

Sony Phone's design are great, no complaint about that. I can only hope they bring decent specs at decent price. However, I doubt Sony will embraced Windows Phone OS as it is in direct competition with their Playstation system. There was a disagreement between Sony and Microsoft over Xbox Live in WP. Xbox Live is Playstation Network competition. Would think Microsoft would removed Xbox Live in WP just for Sony?

9. stjcripes

Posts: 27; Member since: Mar 31, 2010

I think if Sony sees a market for a WP product, they can see past this juxtaposition. Perhaps they'll even take advantage of the synchronicity between WP7 and Win7 and extend the Vaio brand to line of WP handsets.

6. jellytime

Posts: 135; Member since: Dec 05, 2011

doesn't Ericsson make the software to the phones?

10. Paden

Posts: 262; Member since: Jul 07, 2011

Buuuuut most Xperia phones are pure Android.... Sooo?

8. snowgator

Posts: 3621; Member since: Jan 19, 2011

Sony seems to be all I'm on making a dent in the mobile markets. This will allow them to focus on that, without having another companies bottom line to worry about. Will be fun to see another high quality player to add to the mix of Samsung,HTC, and Motorola.

11. Gideon751

Posts: 2; Member since: Oct 14, 2011

what is Sony going to do with all the Sony Ericsson's phones that are out already?

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.