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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

Worlds 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

March 2002 ,

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)

P900
P800 & P900 was launched in Las Vegas and Beijing

Made first Quarterly profit and this recovery was credited to the success of T610

model.

2.425 Billion profit. 5.5% MARKET share

NEW LAUNCHES IN 2003


Z600
Z200

T230

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

2005
SE acquired
th 5

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 .

2006
The Swedish magazine M3s in July declared SE the best selling phone brand in the Nordic countries, followed by Nokia.

Launched CYBER-SHOT branded line of phone (K series)

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
Worlds first 8mp camera phoneC905

Xperia X1

Launched Android based Smartphone (XPERIA series)

In June, they adopted COST

CUTTING PROGRAM

2009
28th May, launched SATIO (worlds first 12 mp camera phone)

LAUNCHED GREEN

HEART SERIES (J105i Naite and C901 GreenHeart)

Q3 SE become the worlds largest mobile phones manufacturer with 4.9% market share after Nokia(37.8%),Samsung(21%) and LG(11%).

th 4

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.

2011
Q1
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.

ANNUAL SHIPMENTS (IN MILLION UNITS)


120

100

80

60

ANNUAL SHIPMENTS

40

20

0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

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

V800

K800

MAJOR LOSSES

Main interest area


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

GLOBAL SHARE OF SE(based on value)


RANK VENDOR & THEIR ANNUAL SHIPMENTS NOKIA SAMSUNG 400 + MILLION HANDSETS 250+ MILLION HANDSETS SHARE (%) 28 17

1.
2.

3.
4. 5.

LG
APPLE RIM

100 + MILLION HANDSETS


55 + MILLION HANDSETS 45 + MILLION HANDSETS

6.5
3.2 2.8

6.
7. 8. 9.

SONY ERICSSON 40 + MILLION HANDSETS


MOTOROLA HTC HUAWE 36 + MILLION HANDSETS 26 + MILLION HANDSETS 22 + MILLION HANDSETS

2.5
2.01 1.6 1.3

10.

OTHERS

150 + MILLION HANDSETS

33

Sony Ericssons 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
SONY ERICSSON PLAY

Based on Sonys playstation platform. The worlds first 3D gaming mobile with special integrated gaming console buttons.

Recent Products

Xperia Pro

Mix Walkman Phone

Xperia Ray

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.