Presented by – Shabbir Akhtar(PGPM 10, Globsyn Business School – Global Campus)
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?
Background• Established in 2001• Sony -- Walkman, Playstation, etc.• Ericsson -- leading provider of telecommunication• Ericsson and Sony losses• Best Management Decision in 2001
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
The Impact• The Walkman phones were launched in the third quarter of 2005• Increased volumes, sales, and net income for the company• Companys strategy of targeting a specific product portfolio• Pre-tax profits of 206 million euros
Reviving The Walkman Brand• Losing market shares• Apple overtaking Sony’s Walkman brand• Analyzing the problem• Rectifying the problem
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
Portable Players Vs Music Phone Portable Players Music PhoneA portable media player is a A music phone consolidatesconsumer electronics device two great devices an attractivethat is capable of storing and cell phone and a definitiveplaying digital media. portable audio player. AllOften digital audio players are music cell phones can playsold as MP3 players. The MP3 and most work withimmediate predecessor in themarket place to the digital audio major music providers likeplayer was the portable CD player iTunes, Yahoo Music, Sprint Musicand prior to that; personal stereo. and more.