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.