Sony Ericsson's Mobile Music Strategy

Sony Ericsson's Mobile Music Strategy
Case Code: BSTR215
Case Length: 19 Pages
Period: 2001-2006
Pub Date: 2006
Teaching Note: Not Available
Price: Rs.400
Organization: Sony Ericsson
Industry: Consumer Electronics
Countries: Europe, Asia
Themes: Growth Strategy, Strategic Alliances
Sony Ericsson's Mobile Music Strategy
Abstract Case Intro 1 Case Intro 2 Excerpts


The case discusses the 'mobile music strategy' adopted by Sony Ericsson Mobile Communications AB (Sony Ericsson). The company leveraged the strengths of its parent companies, Sony Corporation and Ericsson to introduce the Walkman phone.

The case discusses in detail about the impact of the Walkman phone on the company's performance. The case includes details of how the company leveraged the Walkman brand and initiated several strategic tie-ups. The case also highlights the competition among mobile phone manufacturers with regard to music phones and the competition with portable music players.


The case is structured to achieve the following teaching objectives

  • Understand the impact of the mobile music strategy on the performance of Sony Ericsson
  • Understand the nature of competition in the mobile phone industry



Sony Ericsson, Walkman Music Phone, Mobile Handset, Consumer Electronics, Portable Music Players, Merger Synergy, Apple Computer Inc., iPod, New Product Development, Nokia, Motorola, Samsung, Strategic Partnerships, iTunes Music Store, Online Music Download

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