Download - Sony Ericsson Joint Venture
MASURA IBUKA AKIO MORITA
Since the company was established 60 years ago, from 20 employees it has
given 1,60,000 people around the world.
Lars Magnus Ericsson
World’s largest TELEPHONE
EQUIPMENT VENDOR with a share of 35%.
Introduction to joint venture
• Type - Joint Venture• Industry - Telecommunications• Founded - October 1, 2001.• Headquarters - Hammersmith, London & U.K• Area Served - Worldwide.• Key People - Howard Stringer (Chairman)
& Bert Nordberg(President)
2001• Start of joint venture• August : two companies finalize the
terms of merger• October : Sony Ericsson was established• Initial workforce : 3500 employees
2002• March 2002 ,
launched its first product C1002S
• June 2002, stopped making CDMA phones for US market and continued with GSM phones.
2003• Goal was to become best seller of
multimedia handset .• Target achieving date was
postponed.
P800• Launched P
series with the introduction of P800 & P900 (UIQ smart phone launched)
• P800 & P900 was launched in Las Vegas and Beijing
P900
• Made first Quarterly profit and this recovery was credited to the success of T610 model.
• € 2.425 Billion profit.• 5.5% MARKET share
Z600 T230
Z200
NEW LAUNCHES IN 2003
2004 “ a good year for Sony Ericsson as the company
established profitability and entered into a growth phase
in its development”
• 316 euro million profit• Market share
increased from 5.6% in Q1 to 7% in Q2.• In July , launched P910
• Launched a new entry-level GSM product, the J200, for the Asia Pacific and Chinese markets
J200
• Launched T290.T290
• Launched Vodafone V800 and V802SE
• GSM voted V800 as the best 3G handset for 2004
2005SE acquired 5th place after struggling
in top seller for multimedia handset
In March, launched K750i received the TIPA award 2005/06 for best mobile imaging device
TIPA (Technical Image Press Association) Award
Launched walkman series : W800i walkman phone(first
walkman phone with 30 hours of music playback
• On May 1, 2005, SE agreed to become the sponsor of the global title , the WTA Tour in a deal worth 88 million US dollars over 6 years.
The tennis circuit was renamed as the Sony Ericsson WTA Tour.
On June 7, it announced sponsorship of West Indies batsmen Chris Gayle and Ramnaresh Sarwan .
2006The Swedish magazine ‘M3s’ in July declared SE the best selling
phone brand in the Nordic countries, followed by Nokia.
K SERIES
Launched CYBER-SHOT branded line of phone (K series)
2007• Launched
BRAVIA phones for Japanese market only.
• 2nd January, launched K850i (first 5mp camera phone)
Announced its production in India for the first time with
the help of its outsourcing partners (Flextronics and
Foxconn).
The GSM Association presented Sony Ericsson with the ‘BEST 3GSM MOBILE HANDSET’ award for the K800 Cyber Shot phone.
2008 World’s first 8mp camera phone’C905’
• Xperia X1
• Launched Android based Smartphone (XPERIA series)
In June, they adopted “COST CUTTING PROGRAM”
2009• 28th May,
launched SATIO (world’s first 12 mp camera phone)
• LAUNCHED GREEN HEART SERIES(J105i Naite and C901 GreenHeart)
Q3 SE become the world’s 4th largest mobile phones manufacturer
with 4.9% market share after Nokia(37.8%),Samsung(21%) and
LG(11%).
• Euro 878 Million loss in 2009.
Effects of this loss:• Workforce reduced by 20%• Closed Research Triangle Site
2010• Four consecutive quarters of
profitability during 2010.• Over 9 million Android-based
Xperia smartphones shipped since launch.
• Sales of 2010 were Euro 6.294 million, a decrease of 7% from 2009,
while gross margin Improved from 15% in 2009 to 29%, in 2010.
2011Q1
• Profit fell by 48% due to weak sales – a shortfall compounded by higher taxes and quake related supply constraints.
• 8.1 million phones in Q1 (60% of sales of smart phones)
• Global share : 5%
Q2 (2011)
• Much more promising quarter Thus, SE forecasts growth in
total units in the global handset market for 2011.
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110
20
40
60
80
100
120
ANNUAL SHIPMENTS (IN MILLION UNITS)
ANNUAL SHIPMENTS
MAJOR PROFITS
XPERIA Arc, XPERIATM Play, XPERIATM X10 and VIVAZTM Pro, T610, V800,
K800, K750i.
XPERIA PLAY
XPERIA ARC
XPERIA X10
VIVAZ PRO
T610
K750i
K800V800
MAJOR LOSSES
Its six categories are:• Walkman Series (W Series)• K Series (Cyber-shot)• The Bravia (Launched for Japanese
market only )• UIQ Smart-phones (P Series)• XPERIA Phones • GreenHeart mobile phones
Main interest area
GLOBAL SHARE OF SE(based on value)RANK VENDOR & THEIR ANNUAL SHIPMENTS SHARE (%)
1. NOKIA 400 + MILLION HANDSETS 28
2. SAMSUNG 250+ MILLION HANDSETS 17
3. LG 100 + MILLION HANDSETS 6.5
4. APPLE 55 + MILLION HANDSETS 3.2
5. RIM 45 + MILLION HANDSETS 2.8
6. SONY ERICSSON 40 + MILLION HANDSETS
2.5
7. MOTOROLA 36 + MILLION HANDSETS 2.01
8. HTC 26 + MILLION HANDSETS 1.6
9. HUAWE 22 + MILLION HANDSETS 1.3
10. OTHERS 150 + MILLION HANDSETS 33
Sony Ericsson’s market share is estimated as 5% based on the units and 2.5% based on the value
ENVIRONMENTAL RECORDS
Sony Ericsson ranks 2nd behind Nokia out of 18 leading electronics makers in Green peace's Guide to Greener Electronics that assesses companies' policies on toxic chemicals, recycling and climate change.
SONY ERICSSON - HAZEL
BIODEGRADABLE PRODUCT
UNIQUE INNOVATION
Based on Sony’s play-station platform. The worlds first 3D gaming mobile with special integrated gaming console buttons.
SONY ERICSSON PLAY
Recent Products
Xperia Pro Xperia RayMix Walkman Phone
Xperia active
Sony Ericsson Txt
Sony Ericsson Pro
FUTURE ASPECTS “We will continue to focus on delivering the most entertaining
Android based smart-phones worldwide” by Bert Nordberg,
President and CEO of Sony Ericsson.