Sony Ericsson bets big on new handset range

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Sony Ericsson UK boss speaks ahead of Q2 2010 financial results of marketing push behind Arc handset, and confidence the firm’s subsequent devices will see it reclaim share

Sony Ericsson will launch its biggest ever marketing campaign in the UK in March to promote its Xperia Arc handset, claiming at the same time its new products this year will “propel it back to where it needs to be”.

The company said its new marketing will be bigger than the ‘Spark Something’ campaign, that attended the UK launch of its Satio and Aino handsets in October 2009 and formed part of Sony’s £8 million campaign to unite all divisions under the ‘make.believe’ slogan.

The Arc (pictured) is the fifth Android-based Xperia phone from the company, following the X10, X10 mini, X10 mini pro and X8 last year.

It  comes with an arched body and measures 8.7mm at its thinnest point. It runs Android 2.3 and features a 4.2-inch touchscreen, 1GHz processor, 8.1-megapixel camera and HD video recording.

Sony’s Mobile BRAVIA Engine is featured, which the firm said improves the image quality, as well as Sony’s Exmor R sensor which it said improves photo and video capture in low light.

The Arc comes with on-board memory of 512MB and has support of up to 32GB. A 32GB card will come bundled with the phone as well as an HDMI cable. It will be available in black and silver from all major retailers, free on £35-£40 tariffs.

UK and Ireland managing director Nathan Vautier said: “Xperia Arc is our flagship device from three key aspects – innovation, quality and design. People look at us as a brand to bring those things to market. We’re doing that and we’ll be shouting from the rooftops when we release Arc.”

Vautier said Sony Ericsson is gaining an advantage by working more closely with Sony and taking on its technologies.

Vautier explained: “This is the first time we’ve had Sony’s BRAVIA and Exmor R on a mobile phone so this is a key step forward. What we can do better than our rivals is lead for innovation.

“How? We’re bringing key Sony technologies that only we have access to. We want to bring all these to life but we have to be very clear about them. The design and innovation we will demonstrate will put us back where we need to be.”