Presentation on "Sony Ericsson" by Shabbir Akhtar (PGPM 10, Globsyn Business School - Global Campus) for the subject "Business Strategy"

1. Presented by – Shabbir Akhtar
(PGPM 10, Globsyn Business School – Global Campus)

2. 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?

3. Background
• Established in 2001
• Sony -- Walkman, Playstation, etc.
• Ericsson -- leading provider of telecommunication
• Ericsson and Sony losses
• Best Management Decision in 2001

4. The Mobile Music Strategy
• 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

5. The Impact
• The Walkman 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

6. Reviving The Walkman Brand
• Losing market shares
• Apple overtaking Sony’s Walkman brand
• Analyzing the problem
• Rectifying the problem

7. Keeping Up The Tempo
• 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

8. Portable Players Vs Music 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.

9. Competitive Edge in Collaboration

10. Marketplace Responds
“Sony Ericsson could have called this the Xperia Art, and no one would have been surprised.”
- Engadget

11. The Next BIG THING?

12. Thank You