Peter Ang, Hub General Manager (Singapore and Malaysia), Sony Ericsson Mobile Communications International AB says, “We understand that the proliferation of social and digital media is changing the consumer experience with mobile phones, particularly the way they use and consume mobile content. “ He adds, “With the launch of our new communication entertainment technology, Sony Ericsson enables consumers to create, consume and manage their media content in a variety of form factors.”
Boasting an entire ecosystem of products from its mother company Sony, Sony Ericsson can offer consumers an integrated multimedia, communication, content and productivity experience. In Japan, the marketing strategy of Sony Ericsson spans across many facets to provide the Xperia World. This year alone saw a spike in the Android smartphone scene with 75.5-percent market share based on a research by Dentsu.
Walk into NTT DOCOMO or KDDI and you will find the Sony Ericsson Xperia range on display for hands-on, while the staff stands by to give you the 101 whenever you need it. You can see the Sony Ericsson Xperia ray, the Sony Ericsson Xperia arc and the Japan-only acro in a variety of colours in a pristine, brightly-lit environment.
The Xperia arc was announced at Consumer Electronics Show (CES) in January and it gained attention worldwide. By March, there were pre-sale campaigns and TV commercials. Across Sony Stores in Japan, various touch-and-try events have drawn crowds who want to own this stunningly skinny Android smartphone. While other markets offer iPhone guide books, the Xperia smartphones in Japan have as many guide books to educate and guide Xperia users with their precious smartphone.
Online, the Sony Ericsson Xperia website enables consumers to browse through different limited edition designer collaboration collections of back covers, view music download choices and accessories to complement their Xperia product. The Style Producers Collection is featured in major fashion magazines, including 3D magazines. Using the Xperia platform, people are able to search for jobs, attend seminars and go for job interview training.
Sony Ericsson Xperia teamed up with the largest fashion campaign, the KOBE collection 2011 Autumn/Winter where the top Japanese models strut the catwalk with the Xperia Collection back covers. During the event, there was a large area where guests could try out the products and take a look at the eclectic mix of designer collection back covers. For the Sony Ericsson Xperia ray, pre-sales order started on 12th August 2011 while sales, on 27th August 2011. Various accessories can be found on the online store to optimise the Xperia adventure. As for multimedia, Sony Music (Japan) plans to provide downloadable content via a widget in the ray.