Sony Ericsson To Be Rebranded As Sony

[Biswajit.HD]

In the aftermath of Sony acquiring Ericsson's stake in the Sony Ericsson joint venture, new products coming from Sony's mobile handset business will be braded under the 'Sony' logo - By the middle of next year the Sony Ericson brand shouldn't be in use anymore. The buying out transaction should complete around the beginning of 2012, once all the associated regulatory approvals have been received.

It has been reported that the Indian operations of Sony Ericsson will also start following the global strategy of focussing purely on the smartphone segment. In an interview with Times of India, Kristian Tear, executive VP & head of sales & marketing, Sony Ericsson, said, "A lot of planning goes into getting the branding right but we will be done by middle of next year. It will also mean that the marketing and advertising investments will go up. We haven't been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets and India is one of those markets."

The mobile handset business is now a wholly owned Sony subsidiary, and will thereby be able to reap the benefits of having its smartphones integrated with the Japanese giant's other network connected consumer products.

Back when Sony announced the Ericsson takeover, Sir Howard Stringer, Sony’s Chairman, Chief Executive Officer and President, was quoted in a press release as saying, "We (Sony) can more rapidly and more widely offer consumers smartphones, laptops, tablets and televisions that seamlessly connect with one another and open up new worlds of online entertainment. This includes Sony’s own acclaimed network services, like the PlayStation Network and Sony Entertainment Network. We can help people enjoy all our content – from movies to music and games – through our many devices, in a way no one else can."

source : pc world