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Sony Ericsson aims for entertainment phones V.J. | , 9:25 a.m. July 13, 2009 2009-07-13

Sony Ericsson Mobile Communication will expand its market share for mobile phones in Asia-Pacific through the introduction of its Entertainment Unit type of mobile phones. The new type phones will be a combination of the company’s Walkman handsets and Cybershot cameras.

The company hopes that the combination would be the new growth driver for Sony Ericsson. The Entertainment Unit handsets would enhance user experience through entertainment with features such as imaging, videos and gaming.

“We want to be innovative in our technology and phone features and be rich in mobile content. Mobile content is important in attracting consumers while video and music are popular features now” said Asia-Pacific president Hirokazu Ishizuka in an interview with StarBiz.

Sony Ericsson has sold over 107 million Walkman phone units globally since it was launched in 2005. Sales reached 11,224 million euros last year, 13% lower than 2007. According to Alex Wong, Sony Ericsson Malaysia general manager, the company sold six million handsets in the country last year, holding about 19% of the market.

“We aim for 22% (market share) this year,” Alex Wong said.

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