Sony Ericsson widens market coverage

Banking on its expertise in quality music and imaging, cellular phone maker Sony Ericsson aims at strengthening its market penetration in the Philippines fighting against famous cellular brands here.

"We will be covering more consumer segment grounds. Sony Ericsson's portfolio is fast growing to offer products from entry levels to the most high-end phones," said Sony Ericsson Philippines marketing manager Patrick Larraga.

Globally, Sony Ericsson comes out number four in terms of cellular brand patronage. However, Larraga refused to give details on its market ranking in the Philippines.

Now, that cellular phone is not only used mainly for communication, but also for multi-media purposes, he said Sony Ericsson will leverage in the music and imaging categories, which are the expertise of Sony.

The introduction its Walkman, and cybershot phones have contributed to the strong growth of Sony Ericsson in its worldwide performance. Last year, Larraga said the brand stepped up in a full point in its market share.

"We grew faster than the competition. We come very strong in our cyber-shot and walkman phones," he said.

Last week, the company introduced three more products in the Philippines, choosing Cebu as the first launching ground. These are the two new Walkman phones, the W880/W888 and W610.

The introduction of these three models that would add to Sony Ericsson's portfolio is seen to attract consumer patronage in the Philippines, Larraga said.

Since the introduction of its Walkman phones in 2004, the company already sold 20 million units globally, with its nine different Walkman phone models.

The company also announced the availability of a suite of music accessories designed to enhance the Walkman phone listening experience.

The London-based brand hopes to snatch huge market share from competition with its active development of multi-media features, anchored by Sony's strong brand patronage.

The Walkman brand by Sony has become a household name for mobile music entertainment. Now, Sony Ericsson has used this to further put muscle in its cellular phone branding, and kick off competitors away.

In the Philippines, other most popular cellular brands include Nokia, and Motorola.

The active introduction of Sony Ericsson's Walkman and Cyber-shot phones, Larraga said the company is confident to post fast growth in the Philippines, making its way as one of the few preferred cellular brands in the country.