There is an interesting article posted at the big Swedish di.se website. The article is Swedish though.
Sony Ericsson: "Vi �r n�st st�rst p� 3g"
Sony Ericsson anser sig ha blivit n�st st�rst p� 3g. Det s�ger vd Miles Flint till di.se.
Han avsl�jar ocks� hur mobilbolaget i samarbete med Sony ska bli vinnare �ven p� budgetmobiler.
Sony Ericsson �r sedan f�rra �ret fyra p� den globala mobilmarknaden. Bolaget st�r f�r knappt var tionde mobiltelefon som s�ljs. Men p� den senaste generationen mobiler, 3g, har bolaget en betydligt st�rre marknadsandel. Och nu uppger det svensk-japanska bolagets avg�ende vd Miles Flint att Sony Ericsson �r tv�a p� 3g.
"V�r andel p� 3g ligger p� 16-18 procent", s�ger han till di.se.
Uppgifterna kommer fr�n Ericsson Mobile Platforms, som levererar mobilplattformar till en handfull tillverkare.
Amerikanska Motorolas problem �r en f�rklaring till Sony Ericssons framg�ngar, s�ger Sony Ericsson-chefen.
Bolaget har gjort sig k�nt fr�mst f�r exklusivare musik- och kameramobiler. Men nu ska Sony Ericsson sl�ss �ven p� marknaden f�r billigare mobiler, n�rmare best�mt de som kostar under 700 kronor. Det �r en marknad som Sony Ericsson tror kommer dubblas fram till 2010.
"Vi angriper marknaden med en noggran plan", s�ger Miles Flint.
Avsikten �r att ta fasta p� tillv�xten med goda marginaler. Sony Ericsson kommer inte att konkurrera med de allra billigaste modellerna. Marginalerna p� modeller som s�ljs f�r runt 300 kronor anses n�mligen l�vtunna.
Att h�lla i kostnaderna blir en viktig nyckel till framg�ng p� budgetmarknaden. Branschettan Nokias logistikapparat �r exempelvis omvittnat h�geffektiv.
Men n�r det g�ller distribution har Miles Flint ett ess i rock�rmen - moderbolaget Sony har ett utbrett distributions- och butiksn�t. Sony Ericsson och Sony har redan samarbete i ett hundratal butiker och nu utvecklas konceptet.
"I Indien handlar det om att etablera butiker. Sony har ett stort program med utveckling av egna butiker i Indien. Vi arbetar med dem f�r att etablera ett antal butiker, ibland bredvid och ibland inne i Sonybutiker", s�ger Miles Flint.
Han invigde nyligen en butik i den indiska staden Chennai.
"Den Sony Ericssonbutiken ligger bredvid Sonybutiken", s�ger Miles Flint.
Han vill ocks� tona ned oron om kostnader f�r att bygga distribution p� nya marknader.
"Att etablera nya kontor �r inte s� dyrt. Det som blir dyr �r om produkterna inte ger dig n�gra marginaler", s�ger han.
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Here is the English translation thanks to Arne Anka over at esato.
SE consider itself as the second largest manufacturer in 3G. That is what CEO Miles Flint says to di.se. He also reveals how the mobile company in cooperation with Sony will be a winner on the market for low budget mobile phone.
Since last year, SE is on the forth place on the global market. Almost every tenth phone sold comes from the company. But on the latest generation of mobile phones, 3G, the company has a much larger market share. And now the resigning CEO Miles Flint states tha SE is number two in 3G.
"Our share in 3G is around 16-18 percent", he says to di.se.
The figures comes from Ericsson Mobile Platforms, which deliveres mobile platforms to a handful of manufacturers.
One explanation to SE's success is the problem american Motorola has, says the SE director.
The company has made itself well known formost for its exclusive music and camera mobile phones. But now SE will also fight on the market for cheaper mobile phones, those below 105 USD. That is a market SE thinks will double until 2010.
"We attack the market with a careful plan", says Miles Flint.
The intention is to take a fixed grip of the growth with good margins. SE will not compete with the cheapest models. The margins on models sold around
45 USD is considered to be leaf thin.
An important key to success on the budget market will be to keep the low cost. The industry leader Nokia's logistic apparatus for instance is known to be highly efficient.
But when it comes to distribution, Miles Flint has an ace in his sleeve - the parent company Sony has a widespread distribution and store network. SE and Sony already has cooperation in a couple of hundered of stores and now the concept is further developed.
"In India it is all about establishing stores. Sony has a large program for development of own stores in India. We work with them to establish a couple of stores, sometimes next door and sometimes inside of Sony stores", says Miles Flint.
Just recently, he inaugurated a store in the India'n city Chennai. "That SE store is next door to the Sony store", says Miles Flint.
He also want to tone down the anxiety about the consts for building distribution on new markets.
"To establish new offices is not expencive. What becomes expencive is if the products do not give you any margins", he says.
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