Sony Ericsson's Mobile Music Strategy
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Reviving The Walkman Brand
The success of the Walkman phones was also seen as a major boost for Sony's Walkman branded music players. Ever since the iPod was launched by Apple Computer Inc. (Apple) in 2001, the Walkman had been steadily losing market share and popularity in the music player market.
Keeping up the Tempo
Sony Ericsson capitalized on the success of its W800 Walkman phones and introduced new models. Flint said "In the fourth quarter (of 2005), we continued to announce exciting new products at a variety of price points; from high-end 3G products like the new W900 3G Walkman phone to attractive mid-tier clamshell phones like the Z520 model to lower-priced essential phone models such as the J230, J210, and Z300 that will appeal to consumers who want a simple and stylish handset." On February 28, 2006, Sony Ericsson announced the launch of the W300 Walkman phone which was aimed at the lower segment of the mobile phone market. The phone would be available from the second quarter of 2006 worldwide...
Portable Players Vs Music Phone
The success and promise of mobile music phones prompted analysts to predict that the future of Walkman phones and other mobile music phones was good. Analysts also said that these phones were Sony Ericsson's response to Apple's iPod. In an article published in The Wall Street Journal in April 2005, Christopher Rhoads and Nick Wingfield said the iPod faced a challenge from the mobile phones with music players. They stated that the Motorola ROKR phones compatible with iTunes and the Walkman phones from Sony Ericsson were a potential threat to iPod music players...
Exhibit I: Summary of Sony Ericsson's Financial Performance