Sony Ericsson expands on handsets, teams with Google

[Shizuka]

Sony Ericsson expands on handsets, teams with Google
By Phil Carson
Feb 28, 2006
STOCKHOLM, Sweden—Sony Ericsson Mobile Communications L.P. presented six new handsets today including the K800, a new high-resolution camera phone that carries Sony Corp.’s CyberShot brand, an extension of the company’s own brand for its digital cameras. Sony Ericsson is a joint venture between Swedish technology company L.M. Ericsson and Japanese electronics company Sony.

The K800, a UMTS phone, is expected to compete directly with Nokia Corp.’s three megapixel camera phone, the N80, released in December, as well as other high-res phones from other players. The features of the K800 include a nine-picture sequence that precedes, matches and follows the shutter release, offering users better opportunities to capture the photograph they intended.

One question for industry trainspotters: is Sony Ericsson late to the high-res camera phone party, or simply fashionably late with an appealing product? The outcome of the match-up between Sony Ericsson and Nokia in this space may reflect whether Sony Ericsson’s branding strategy will give it the edge with these and future offerings.

Sony Ericsson also announced it was teaming with Google Inc. to install the company’s mobile search offering into Sony Ericsson phones. Motorola Inc. recently announced a similar deal with Google. Such moves are notable in that Google’s services typically bypass carrier’s wireless data portals.

The other significant handset announcement from Sony Ericsson was a handset branded with Sony’s Walkman name, one of seven such models currently on offer.

The handset announcements reflect the nature of a partnership in which Sony has extended its well-known consumer electronics brands to its plays in the mobile phone arena. The news is consistent with Sony Ericsson’s stated strategy of focusing on music and imaging phones, as well as handsets for corporate users. Several weeks ago Sony Ericsson introduced its M600 model with advanced e-mail functionality designed for enterprise use.

Today’s handset models fall in mid-range to low-end price points, though Sony Ericsson did not disclose the price it anticipates for the K800 camera phone. Of the 11 new handset models Sony Ericsson has announced so far this year, most are due in stores during the second quarter. A company spokesperson confirmed that the relatively high number of new models reflects an effort to broaden the handset maker’s portfolio. Sony Ericsson released a total of 30 new models last year.