Android is Sony Ericsson 'salvation'

2012-02-07 20:58
Android has given Sony Ericsson the ability to compete in the smartphone market. (Picture provided)

Android has given Sony Ericsson the ability to compete in the smartphone market. (Picture provided)

Multimedia   ·   User Galleries   ·   News in Pictures Send us your pictures  ·  Send us your stories

Cape Town - Moving to the Android platform has given Sony Ericsson a foothold in the fast-changing smartphones market, the company has said.

"The key thing for us is we made the decision to move completely to Android at the beginning of last year [2011] and it turned out to be a very good decision for us because now we're always launching the latest Android version," Sony Ericsson Southern Africa marketing manager Colin Williamson told News24.

The company has been playing catch-up to other smartphone manufacturers like Samsung and Williamson said that the key development was Sony buying out Ericsson from the equal partnership established in 2001.

This buyout has allowed the firm to focus on being a Sony brand and South Africans could expect that the future devices will reflect this change.

"The key thing in the Sony stable is what they call the 'four screen interface'. And it includes things that they have traditionally been in charge of - TVs, laptops, tablets and phones," Williamson said.

Strategic decision

He alluded to Sony content that would become available on Xperia-branded smartphones.

"There's a whole raft of content and services that we would now be at the core of, as opposed to kind of a half-owned company."

Sony Entertainment Network was launched in Australia and New Zealand in 2011, in addition to Europe and the US. Users have access to Sony content, including games.

This moves the competition on smartphones away from the device and more toward the ecosystem of content and services. Sony Ericsson is hoping that demand for Sony movies, music and games will drive sales of the devices.

"The thing that those all centre around is the mobile phone which would be the port screen. So I think this is a major development for the company which allows us to probably be in a major position where we would be ahead of most of the competition," said Williamson.

Sony Ericsson took a strategic decision to focus on smartphones exclusively, and gamble paid off as basic phones sales only grew by 6.1% in the last three months of 2011, but smartphones sales have been accelerating, particularly in developed markets like the US, where 55% of new purchases were smartphones.

"We are completely smartphones now, we have completely moved away from the feature phone," Williamson said.

- Follow Duncan on Twitter
Read more on:    sony ericsson  |  mobile

Read News24’s Comments Policy publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
1 comment
Add your comment
Comment 0 characters remaining

Inside News24


Watch: 5 skills to improve your BMX riding

Learn some great skills that will help your riding on the road and on the track.


Where were you when you last felt alive?

Tips on how to set your fitness goals
This all-terrain vehicle is badass!
The TRUTH about painkillers and exercise
WIN! Where were you when you last felt alive?

Jobs in Cape Town [change area]

Property [change area]

Travel - Look, Book, Go!

Magical Massinga

Spend 5 nights at the gorgeous Massinga Beach Lodge in Mozambique and only pay for 4 from R13 220 per person sharing. Includes return flights, accommodation, transfers and romantic turndown. Book now! - shop online today

Save up to R1000 on Hisense smartphones!

View the large range of Hisense smartphones. Buy today and save up to R1000!

Deal of the week!

Save R1200 on the Samsung 48” smart full HD LED television now only R8799. Buy now!

Toys 4 for the price of 3

Buy 4 toys and get the cheapest FREE! Offer valid while stocks last. Shop now!

Mind blowing prices – As seen on TV

Get mind blowing prices on 1000’s of products! Shop now.

Save 20% on Nivea beauty products!

Buy any two Nivea beauty products and save 20%. Offer valid while stocks last. Shop now!

OLX Free Classifieds [change area]

Samsung Galaxy s4

Mobile, Cell Phones in South Africa, Western Cape, Cape Town. Date October 24

Best bargain in big bay

Real Estate, Houses - Apartments for Sale in South Africa, Western Cape, Cape Town. Date October 25

VW Golf 6, 1.6 Trendline (Excellent condition)

Vehicles, Cars in South Africa, Western Cape, Cape Town. Date October 25


There is a strong social and romantic overtone that plays its way into your day. It may get stronger later in the day when more

There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.