It would not be an exaggeration to describe the current Sony Ericsson (hereinafter referred to as "society") with "best bird". Yesterday, Sony Ericsson executive Christiania Tia said in an interview with foreign media that the company will terminate the use of the name in the brand by the middle of next year, the new terminal will use the "Sony" brand, and separate in the Sony Operating.
In October this year, Sony and Ericsson’s decade of marriage came to an end. At the time, Sony announced that it had purchased 50% of Sony Ericsson shares for Ericsson for 1.05 billion euros in cash, making the joint venture a wholly-owned subsidiary of Sony, and Ericsson would no longer be involved in the terminal.
In 2001, Sony and Ericsson each established a 50% stake in Sony Ericsson. At the beginning of the merger, Sony Ericsson once considered that the future was unsurpassed by the industry after integrating Sony's proud music, camera function, and Ericsson's communications capabilities. Has also climbed the throne of the third largest mobile phone industry. However, the longevity is not long. With the rise of smart phones, Sony Ericsson has stagnated. As a result, both sides complained about the loss.
Liu Qicheng, editor-in-chief of Communication World Net, told reporters: “The biggest obstacles to the merger of Sony and Ericsson are excessive processes, long decision-making cycles, and low efficiency, and it is difficult to adapt to the ever-changing market. The separation of both parties has become inevitable.†According to data released by market research companies, the share of Sony Ericsson in global mobile phones has fallen sharply, from 4.3% in the third quarter of 2009 to 1.9% in the third quarter of this year.
In fact, like the reasons for choosing to join forces 10 years ago, Ericsson and Sony have encountered problems in their respective fields. In the field of communications equipment, Ericsson is facing strong challenges from Huawei. Sony is facing the shrinkage and changes in the traditional consumer electronics market, trying to separate itself from the recession business model and create a new business model.
"For Ericsson and Sony, although it is a heavy decision to break up, it is definitely a good thing for both parties," said Li Zhongcun, the person in charge of the industry's website technology news. He believes that for Ericsson, quitting the mobile terminal business is a good thing, and it can give it more energy to consolidate its strong business. For Sony, after gaining ownership of Sony Ericsson, the giant from Japan will also have the opportunity to implement its "multi-screen" strategy. Sony will formally integrate the business of mobile phones into its television, computer, game consoles and other platforms to achieve a faster, more seamless connection.
However, Liu Qicheng is cautious about Sony's abandonment of Sony Ericsson brand. He believes that Sony Ericsson is undoubtedly a latecomer to the Android camp, and its current market share is not ideal. Sony also needs to establish its own brand image in the hearts of mobile phone users. Therefore, if Sony wants to realize its “multi-screen†strategy, the road to the future is not always smooth.