Explain how people “traditionally” communicate on their mobiles: - Talk and text
Explain that entertainment used to be static and one way: - You WENT to a place for entertainment, it didn’t come to you. - Entertainment was one way – you did not have to PARTICIPATE, ENGAGE or CONTRIBUTE.
Communication Entertainment means you can’t tell the difference between the two. - It is a new CATEGORY, a new PRODUCT, and we want to be the best product out there. - This is what we mean when we say we want to be THE communication entertainment brand.
make.believe is our strapline (read “make-dot-believe”).It is the Sony Group brand message that unites Sony Ericsson with the Sony family, providing a single face to the world.It stands for the power of our creativity, our ability to turn ideas into reality and the belief that anything that can be imagined can be made real
Increasing consumer awareness of apps, email, internet Up to now, iPhone believed to be the only smartphone choice… Consumers gaining knowledge of Android eco-system Emerging as the only credible alternative to Apple
At the same rate that new devices are coming to market expanding the portfolio of choice, so the number of operators pushing Android devices through their channels is growing.
I saw word from a Google presentation last week where they cited numbers showing Android is now in 60 devices being sold by 59 operators in 49 countries. One of the interesting comments Google made was that they often only hear about a new device when it shows up being commercially available – I guess that’s open source for you!
In any case, our analysts felt that was underestimating the spread of Android so we ended up doing a bottom-up analysis and looked at operators direct channels ourselves to see who was pushing Android and where. What we found was quite astonishing – we were able to record over 200 operators in more than 75 distinct markets – and this recorded only those devices being sold through official operator channels. Our research showed grey market availability of devices is equally lively – so there is Android usage going on all around the world.
Fast growing eco-system of applications
Accelerated roll-out of Google check-out as payment mechanism for paid apps – now available for users in 32 countries
Growing number of developers
As quickly as Android is able to grow its operator partners, it is growing in scale.
Unlike Apple, where it’s easy to come by numbers, Google is much more opaque about putting out top-level numbers for Android shipments. But what little it does disclose makes for very interesting reading.
The key stat we see from Google relates to Android device activations – i.e. the number of people activating Google accounts from an Android phone – a figure that has been sporadically reported in recent months – as ever in this industry, as soon as numbers are worth shouting about they become a lot more transparent.
What we can see is an impressive ramp – from 60,000 per days in February, the number grew to 100,000 per day by May and then doubled again inside 75 days by early August to reach 200k. Even if Android were to stand still at early August’s rate, it is still on an annualised run-rate of 73 million.
But that 200k number will not stand still and it is entirely plausible that Android could exit the year 2010 with a daily run-rate of 350-400k per day, especially given an expected end-of-year seasonal bump – to reach an annualised run rate of 125-140m.
Why Android is the best fit for SE to deliver Communication Entertainment Android is the most open platform – created with the mission and optimized to deliver a rich mobile internet experience for mobile devices Strong and fast-growing eco-system with great momentum among developers (proof: just breaking the 100k applications on Android Marketplace – slide I sent earlier) The most flexible and best-suited system for Sony Ericsson to deliver true differentiation and unique user experiences with innovation on hardware and SW/UI level
Xperia™ is moving from being a representation of absolute aspiration to being at the heart of our user and brand experience. It now sits at the core of our portfolio and not as a premium distinctive offering. Xperia™ delivers the ultimate brand experience and its communications should always fully embody our brand values, drive our vision to be the Communication Entertainment brand and be delivered by our inspiring friend personality.
Sony Ericsson Xperia is the only smartphone that gives youaccess to the worlds of both Android and Sony –all integrated into one beautiful and easy-to-use device
Latest Android OS version is a key qualifier – but not enough! Usability of the UI is still a key concern for many users entering into a smartphone experience (like our unique 4-corner touch UI optimized for one-hand usage on Xperia X10 mini and mini pro) Delivering compelling applications that truly add value to the consumers (like Sony Ericsson’s Timescape application combining all communication in one place or Google Maps navigation) Being a leading contributor to the growth of the Android eco-system – in partnership with Google Android and actively engaging with the developer community (contribution to the code, opening APIs, offering access to SDKs)
Thanks to our parent companies we are uniquely positioned to deliver the most entertaining smartphones. We have a huge amount of knowledge and expertise from our Walkman and Cybershot products and we are continuously learning and collaborating with Sony to make sure we develop both hardware and software that will together create the entertainment experience.
Sony technology inside. Display Loudspeaker Microphone Camera
Making consumers / customers smile
Taking the worlds most successful annual sporting event and using it to help drive sales of our Xperia handsets 147 matches 1.245 billion TV viewers 12.000 hours of TV coverage
Lennard Hoornik, Sony Ericsson
EXPERIA – the most entertaining smartphones
Head of Marketing
communication (noun) /kəˌmjuː.nɪˈkeɪ.ʃən  the act of communicating with people.  formal a message or a
letter.  the various methods of sending information between people and places, especially official systems such as
post systems, radio, telephone, etc.
entertainment (noun) /ĕnˌtər-tānˈmənt  The act of entertaining.  Something that amuses, pleases, or
diverts, especially a performance or show.  The pleasure afforded by being entertained; amusement:
is the future, where the lines between both worlds are blurred.
You cannot imagine one without the other
Smartphones set to grow in value share
Source : Gartner, ABI research, SEMC internal estimate
2010 over 50% of industry
revenue generated by
Android expected to represent
over 40% of smartphone
market by 2012
Smartphone market in volume
Smartphones TTL Android
The smartphone alternatives
Android eco-system emerging as the only credible
alternative to Apple
Market Share %
0 20 40 60 80 100
0 20 40 60 80 100
ANDROID PHONES GAINING ACCEPTANCE & LOYALTY
Percentage of those who plan on buying a smartphone in the next
90 days who would prefer Google Android as the operating system.
THE FUTURE OF PHONES
Mobile Device OS Sales
to End Users (in millions)
Source: Investor Place, Another Major Leap for Google Android OS Among Consumers, September 2010 http://www.investorplace.com/investment-research/smartphones/ another-major-leap-for-google-
android-os-among-consumers.html; ACNielsen, Android Most Popular Operating System in U.S. Among Recent Smartphone Buyers, October 2010, http://blog.nielsen.com/nielsenwire/online_mobile/android-
Android is now the most popular OS in U.S. among
recent smartphone buyers
Android’s global spread
As of Sep 2010
More than 200 OpCos in 75+ markets with more operators
and more markets joining each month
Developers’ perspective. It’s an Android Momentum!
60% of developers surveyed by
VisionMobile in July 2010 had recently
made Android apps
Ahead of the 50% who’d made iOS and
70% of iPhone developers are
planning to release Android apps in
the next six months
AdMob’s survey found 31% of
developers in its network are
working on multiple
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