‘Challenging’ market slows Sony Ericsson


The manufacturer’s president Dick Komiyama said: “The market is proving to be challenging. This has been more pronounced in the mid-to-high end replacement sector of the market in Europe, where Sony Ericsson has stronger than average market share.

“For the last year, Sony Ericsson has been focused on expanding the breadth of its portfolio and developing its presence in new markets to lessen its historic reliance on the European high-end sector for growth. This strategy will continue, and our objective remains to become a top three player globally by 2011.”

Sony Ericsson forecasts sales of 22 million units in the first quarter of 2008, with an average handset price of €120 (£95), generating net sales of less than the same period last year. It forecasts €150-€200 million net sales.

Meanwhile, Sony Ericsson corporate vice president and head of marketing Dee Dutta has been replaced by Lennard Hoornik, formerly Sony Ericsson corporate Vice president and head of Asia-Pacific region.

Dutta quit Sony Ericsson last month. He had joined the company in 2002, and since 2003 had held the role of head of marketing.

Sony Ericsson president Dick Komiyama said: “Dee has made an outstanding contribution to the growth of the Sony Ericsson brand and our sponsorship in tennis. We would like to wish him the very best for the future.”

Hoornik has been responsible the Asia-Pacific region since early 2006 and was previously in charge of the Sony Ericsson global customer unit for Vodafone, based in Munich.