Sony Ericsson aggressively expanded its line-up of low-cost phones
on Tuesday, joining bigger rivals in the fight for customers in emerging markets.
The company unveiled eight new phones, four of which would be at
the low end of the price scale and four higher-priced models.
The company said it was launching two new Walkman music phones and
two Cybershot digital camera phones as well as the four low-end
The low-cost phones, with color screens and two of which have a
basic digital camera, will be available in the second quarter of
The company has a policy to sell devices with features and prices
slightly above those of its competitors.
Sony Ericsson's head of Nordic operations, Johan Mathson, said he
expected the four basic phones to sell somewhere between 50 and 100
euros, well above models priced as low as $30 and $40 from
European head of marketing Ben Duffy said Sony Ericsson would not
go as low as $40 at the launch.
Sony Ericsson said in statements on Tuesday it has sold 20 million
Walkman phones to date and 4.5 million Cybershot phones since the
While Sony Ericsson has focused mainly on the segment of higher
value phones, its bigger rivals Nokia , Motorola and Samsung
battled it out in emerging markets with low-cost phones, pushing
down the average price per phone and in the cases of Motorola and
Samsung also resulting in lower profit margins.
Sony Ericsson, which is now the second-most profitable phone maker
behind Nokia as a result of its focus on expensive, high-margin
phones, has said it will no longer stay on the sidelines in this
battle and that it wants to become the world's third biggest mobile