June 13, 2005

Sony Ericsson Launches Four New Phones

STOCKHOLM (Reuters) -- Mobile phone group Sony Ericsson on Monday launched four new phones, which it said would boost its presence in the low and mid-segment market.

The group, the world's fifth largest mobile phone maker, said it was launching the S600, aimed at the youth market, and a clamshell, the Z520.

It also presented the J210, for those who want mainly simple functions like making calls and writing messages as well as a new third-generation (3G) technology phone, the K608i.

"We are widening our range in the low cost and medium segment," Per Alksten, product market chief, told Reuters.

The announcement was made on the same day that competitor Nokia launched seven new phones, including a 3G phone and three other high-end camera phones.

Sony Ericsson, which used to focus on advanced, more expensive models, has said that it wants to expand its low-end range to become a top-three player.

Alksten said the J210 is expected to cost under 2,000 crowns ($362), but the company would not give precise prices for either that phone or the others.

Ohman analyst Helena Nordman-Knutson said she was positive about the launch of the new Sony Ericsson phones to expand the market segments where the group was already present.

"But I still expect them to release a basic telephone for under 50 euros," she added. She said Nokia sold a fifth of its phones in the first quarter of the year for under that price.


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