Sony Ericsson : Mobile repetition or Why A Giant is Sleep Walking Into Disaster

The “Unofficial Sony Ericsson Blog” had an interesting post from Michell last week - wondering where SE is going.

Before its merger with Sony, Ericsson had a strong line of innovative products from the touch screen Symbian R380 in 2000, the sculptural and feature packed GPRS R520m in 2001 to the miniscule colour screen T68 in 2002.

In it’s time Sony had its moments with the CMD MZ5 one of the first true music handsets, and the ease of use of the Z7 and Z5 with the jog dial.

Whilst the merger certainly had a rocky start, innovation and success continued with handsets such as the T610 and P900.

Yet it was the introduction of the K750, and the W800 that truly established the Sony Ericsson brand in the minds of consumers for fun handsets.

This gets to the point of Michell’s argument, that all subsequent handset introductions are based on one evolving platform tweaked for the target market.

You want a camera phone, then the Cybershot is for you, you want a music phone then head over to the Walkman range.

This is all fine, yet quality seemed to suffer with endless tales of software problems resulting in high level of product returns.

Then a cascade of similar looking handsets were pushed to the market, which just seemed to confuse users as to what it was they were actually buying.

With a couple of exceptions (K850?) , none of these variants offered anything really new (G900/G700 don’t even support HSDPA for fast music download).

The guys from Mobile Industry Review (SMS Text News) won’t even talk about SE now because of this.

So it’s understandable that SE is losing market share and income is now in the red.

Will sacking 2000 people really help the cause, perhaps if they refocus on a structured product line and innovation?

They may take solace at Motorola’s continued fall from favour, so there is at least a vacuum to expand into if they ever rediscover their mojo.

iPhone 3G feature wish for the day
The iPhone is all about the music and media, so why does the iPhone not support A2DP so users can use a stereo Bluetooth headset, and not tread on cables. Hearing aid users with stereo Bluetooth loops also suffer.