The firm has launched five devices — Xperia X10, Xperia X10 mini, Xperia X10 Mini Pro, Vivaz and Vivaz Pro, all of which are above the Rs 10,000 category. Company Corporate Vice-President and Head of Asia Pacific region Hirokazu Ishizuka said, “we will also launch devices in the low-end sub-Rs 5,000 handsets as well,”.
With the launch, Sony Ericsson plans to corner a considerable market share in the high-end mobile market segment which is currently dominated by Nokia, Blackberry and Apple, he added.
Besides, on the content side, Sony Ericsson has partnered with regional and local content and application providers such as MTV India, UTV, Shemaroo, Electronics Art, Indiagames and Disney among others to deliver entertainment content. The company also revealed that Kareena Kapoor will be its ambassador and that it will roll out its marketing campaign focussed on digital and social networks.
