Who can think, once the all-powerful SONY Ericsson (the Po) has got the "2012 years of brand disappear list?
And now, the trace of the SONY Ericsson has gradually be SONY whisked off, stay in new website, only simple SONY ". "Imagine" special ", this is SONY to its new Xperia model of mobile phone brand positioning.
Look, in the smoke everywhere smartphone battlefield, even if it is ever of the entertainment pioneer also were meant to be swept into the history of it, move the power of the Internet as if and will bring the once new digital revolution, let 2012 to become global mobile phone reorientation of the year, and SONY Ericsson is a fell down and domino.
Eleven years "in love"
"Buying decision seems to is cold, but it is the relentless to before the end of an era." In the horizon research consultancy group telecom a senior analyst at CengTao this, it seems, is not a strong constant strong industry, SONY Ericsson and from "in hand" to "marriage", it is proved in the smartphone industry reshuffle and pattern of reforming fast logic.
February 16,, SONY announced the company, with 1.05 billion euro completing the acquisition Ericsson have SONY Ericsson 50% of the shares, to make it a wholly owned subsidiary of SONY, and SONY Ericsson renamed SONY mobile communication. Background is now SONY Ericsson global market share fell to 10% from 1.7% last year. This is the acquisition of the simple message to have four smart phone market soon added a lot of gunpowder, but also by many media called SONY a "big layout".
However, in people for this once all-powerful global mobile phone brand suddenly disappeared, and haven't come to his senses, transformation of the SONY and actively seek the negative effects of the acquisition to a minimum, drew live more fans in the SONY Ericsson heart. Action is quite large except for the new SONY set's official website and "push," account, but also set up the special English blog. "We are about to hit the brand switching excitement, continue to see everyone to the SONY Ericsson era of infinite miss."
Hand in hand with 11 years, only 11 years, SONY Ericsson and with respective advantages for the mobile industry was quickly combination of young leaders, but today, SONY Ericsson and they decided "each taken of the wooden bridge". Beijing Ericsson research center engineer Mr Liu said, Ericsson mobile phone field from the "main should or because financial aspect, has been losing money and other Ericsson hope focus telecommunications network market". And SONY aspects also want to use more dedicated spirit, open up new market.
In 2001 the "can perfect" union seems to have buried the relationship between the potential in the future to be carried on. And if back again to address this paragraph of "marriage", seem to have been unable to use the success and not successful words to describe.
Integration and the cost of internal friction
"Everything is in our hands," this sentence to the AD was born 1998 Ericsson phone video of a M V, leading role GuanZhiLin Andy lau and the advertisement hit to create a 31 seconds "bourne of war". Not only that, the Chinese consumer is excited to send and receive text messages with Ericsson mobile phone in Chinese. Since then Ericsson mobile phone rapidly occupation the China market, and even appeared one machine, it is difficult to find a situation.
Beijing zte (the Po) product manager Mr. Wan expressed the affirmation of the mobile phone that SONY Ericsson: SONY Ericsson mobile phone or early music is successful, positioning is clear, have continued appeal. To this, at the age of 28 white-collar Mr. Ban also said, SONY Ericsson mobile multimedia function is stronger, have been used for their system before, and then they use andros. Eight years ago whether from appearance design or music take pictures for function is pretty good, can be entertainment pioneer, but now it seems the jury HTC, samsung (the Po) in these are also not inferior, because SONY Ericsson innovation is insufficient, once the advantage was quickly overtake is inevitable.
Smartphone era, the function is supreme. And SONY Ericsson the "entertainment pioneer" is also in the win before the function, in order to continue to maintain the momentum of the total annihilation, 2001, SONY and Ericsson decided in hand, "Christmas" SONY Ericsson also was popular smartphone market. CengTao think, SONY Ericsson in each of the parties under 50% natural causes many problems, which side all want to dominant, this also is the European culture and the unique Japanese culture has long hard to fusion inevitable collision. Break-in and internal friction makes the product research and development and launch new products of the extended period, this in the process of changing mobile phone industry is fatal weakness.
Break-in and internal friction, and in many aspects of SONY Ericsson, one of which is positioning itself. "SONY Ericsson product position is not clear, now mobile phone industry can survive or go high-end, have very strong creativity that apple, or go low, like huawei, zte spell as price." Mr. Wan said. "For now, SONY Ericsson should be located in the young students, not enough group white-collar users." Visible, brand orientation and the end user group of significant gap caused the brand spread and marketing of "confused".
And the other is the performance of the product update delayed "SONY Ericsson brand promotion ability than before a few years this definitely feel weak, we are little contact with the SONY Ericsson advertising. In addition, the smart phone, an important characteristic is the Internet properties, but SONY Ericsson in this respect almost no as, obviously not keep up with the pace of The Times mobile Internet." CengTao said.
Innovation era of consumption
Turn head again see, though the smart phone market still remains. SONY Ericsson's exit gave people a despite warning: this area of water actually have much deep?
According to CengTao analysis, the smartphone industry has a smartphone with huge differences, the smartphone industry more exquisite innovation, and is fast and continuous innovation. In his view, the SONY Ericsson failed to grasp the smartphone in time with the great opportunity to seize the opportunity to bring andros system, only will own advantage in music and taking pictures of restrictions, out of the field is inevitable.
IT cannot be denied that is, now in the era of the world with IT products, products and brands of the waste in a and can be finished within a very short time, this is a lot of the background of the brand disappear. Now the market is growing, mobile phone brand has fallen away, this has been paying attention to quality nation is not in the mobile market GongChengLveDe on, also reflects the time, the creative product of rapid use and rapid change.
CengTao said, relative to all kinds of market of c 2 G era and the smartphone era, 3 G mobile Internet times and bring smartphone era, the mobile phone industry more competitive, mobile phone manufacturer also need to be more clear their own brand positioning, main a piece of segments of the market.
Consumer market is a huge bottomless, consumption of call IT products desire instinct for innovation, and people for mobile phone is eager to attractive wisdom combination, at this point, can't keep up with The Times could beat instantly flooded and forgotten.
Now SONY Ericsson cell phones have become the collection, as a trademark of little green point will not appear in people's vision, then watch too much young, perhaps this is the age of the competition to a memorial it.
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