Sony Ericsson pushes for Android top-spot


Manufacturer set for intensive Xperia campaign as it pushes to be number one producer of Android smartphones

Sony Ericsson will launch its “biggest ever” marketing campaign next month, in a bid to become the number one manufacturer of Android powered devices.

Sony Ericsson, which refused to disclose exact investment figures, will launch its two-month above-the-line campaign, ending May 31, to promote its new Xperia handset range, which was announced in February.

Around 70 per cent of advertising will be focussed on its game-centric PlayStation certified smartphone the Xperia Play (pictured).

The campaign will also cover its other recently announced devices in the Xperia smartphone range. Arc, Neo and Pro will launch the same date as the Play.

Sony Ericsson said the Xperia Play, which will have 50 games available for download at launch, will be available for free on two-year contracts priced between £35-£40 per month.

Sony Ericsson also partnered with O2, Three, Phones 4U, Carphone Warehouse, The Sun newspaper, Tesco and Capital FM as part of its ‘First 10’ competition.

Each brand is displayed on the Sony Ericsson Facebook page next to a date between March 21-29. Each day customers can access the appropriate date and take part in a competition to win an Xperia Play handset.

Each phone comes in a box numbered one to 10, to show if the winner was, for example, the first or tenth person to own an Xperia Play handset in the UK.

Sony Ericsson will host a launch event on March 31 at The Old Sorting Office on New Oxford Street in London to let customers try the handset before it goes on sale the following day.

It will also do a cover wrap for the free daily paper Metro to promote its range. Metro’s street team will also be handing out ‘golden tickets’ to commuters, which can be taken to the launch event to find out if they have won a prize.

Sony Ericsson UK and Ireland head of PR and sponsorships Matt Beavis said: “Our goal is for Sony Ericsson to be seen as the number one Android smartphone on the market. The message we’re trying to get across is consumers will have the best of Android and the best of Sony, together in a smartphone package.”