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SONY ERICSSON: Marketing the Next Music Phone  
 
Product Ref: 08/406C Company: Sony Ericsson Mobile Communications AB

Product Type: Case Industry: Consumer Electronics
Wireless Telecommunication Services

Related Product(s): N/A
Authors: Qiu Cheng   Zane Moi
Coming off its global success of marketing mobile handsets which featured embedded digital cameras, Sony Ericsson planned to launch a new series of handsets which featured digital music playback capabilities in 2005. Beginning in 2004, Sony Ericsson¡¦s competitors, such as Motorola and Nokia had begun to develop digital music content delivery and mobile handset strategies, at the same time Sony Ericsson was developing its own.

The case illustrates some of the issues that mobile phone, or more broadly, consumer electronics manufacturers and distributors need to take into consideration when developing product management and product marketing strategies for new products in developing categories. The case also attempts to highlight some of the complexities that exist in marketing ¡§convergent¡¨ products, where service delivery partnerships and competition with non-traditional handset vendors needs to be taken into consideration. Finally, the case also focuses on the strategic use of cross-product brand extensions where, in reality Sony Ericsson ended up licensing the Sony ¡§Walkman¡¨ brand name to promote what has ended up being a successful line of music oriented mobile handsets.
Functional Area : Marketing

Issues: Brand strategy, brand extension, new product introduction, alliances, partnerships
Length: Text: 8 pages
Exhibits: 5 pages
Country: Global

Pub. Year: 2008 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
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