Sony to Drop Ericsson Brand from it’s Smartphones in 2012

Sony have said that they plan to drop the Ericsson brand from their smartphones next year after acquiring Ericsson’s 50% share of the Sony Ericsson partnership for €1.05 billion.

 Xperia Arc

Sony told the Times of India about it’s plans to phase out the name mid 2012, with future smartphones being sold under the Sony brand.  The focus for Sony will be to invest heavily in marketing and advertising to boost the market share of it’s Android-powered smartphones from the 2% that the existing Sony Ericsson company holds.

“A lot of planning goes into getting the branding right but we will be done by middle of next year. It will also mean that the marketing and advertising investments will go up. We haven’t been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets and India is one of those markets.”

said Sony Ericsson’s Kristian Tear, executive VP & head of sales & marketing.

“Sony is the world’s biggest entertainment company. We were earlier a 50-50 JV, but now that we are a wholly-owned subsidiary of Sony Corp. We expect to gain from its assets on the content , technology and brand side.”

Sony are still waiting for the deal to be approved, so any changes will be on hold until next year, including the name change- so look forward to seeing a new unified Sony range of phones from mid-2012.


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