After more than a decade of strong association, Sony is dropping Ericsson by mid of 2012. This move will give Sony its own cellphone brand.
In the month of October, Sony, the electronics giant acquired Ericsson's share of their mobile phone division which, led to the anticipation that sooner or later the association will be broken. Sony in the October deal invested around $1.5 billion.
Sony Ericsson was founded in 2001 and at present they are the manufacturer of wide range of smartphones, which also includes some of the best Android based smartphones available today.
Sony Ericsson executive vice president, Kristian Tear, confirmed to reporters that this process of re-branding will be complete by mid-2012. Tear stated, "A lot of planning goes into getting the branding right but we will be done by middle of next year."
Tear also added, "It will also mean that the marketing and advertising investments will go up."
The executive vice president also disclosed that after re-branding Sony's mobile phones division will concentrate only on smartphones.
At the Mobile World Congress 2012 Sony Ericsson is scheduled to release its Dual-core Sony Ericsson Nozomi smartphone and most probably this will be the final handset under the brand name "Sony Ericsson", reported Digital Spy.