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Sony Ericsson Unveils Two New Android-Based Smartphones

June 23, 2011

Sony Ericsson unveiled two new Android smartphones Wednesday in an attempt to grab more market share.

The company plans to launch the Xperia ray and Xperia active models during the third quarter, according to Chief Market Officer Steve Walker.

Walker said the new models should help the company expand its 11 percent market share of the Android segment.

“Android smartphones is a rapidly growing part of the market, and we see our share within that market growing,” Walker told The Associated Press.

Sony Ericsson is moving away from cheaper phone models and seeking to take on Apple Inc.’s iPhone, Research in Motion’s Blackberry and Nokia Corp.’s N9 in the higher-priced smartphone market.

Walker said by 2015, about 60 percent of mobile phones sold in the Asia-Pacific region will likely be smartphones, up from 20 percent in 2010.

“We made quite a fundamental shift in strategy and decided to focus a large part of our efforts into smartphones, to focus on the mid- and high-end part of the business,” Walker told AP. “In many markets, we see a dramatic shift from feature phones to smartphones.”

The company said in April that smartphones accounted for over 60 percent of its sales during the first quarter.

Sony Ericsson’s latest models that run on Google’s Android operating system will likely be priced below the high-end Xperia arc.

Xperia active is water resistant and works if fingers are wet or sweaty, while the Xperia ray seeks to combine a sleek design with a device that is about a third-inch thick.

According to Walker, Sony Ericsson plans to introduce a less expensive model that highlights texting service and is aimed at teenagers.

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Sony Ericsson Unveils Two New Android-Based Smartphones


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