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New products from Sony Ericsson or change of the strategy

Today Sony Ericsson officially announced several new accessories and three new phones. It became a tradition for the company to announce products at the same period of time, but this time the main peculiarity is the following: earlier the company was going to announce more products. The changes of plans can be explained by a high popularity of the companys products. On the other hand, the product range of Sony Ericsson is not balanced, it has good models in the middle and high price segments and almost doesnt have products in the low-end segment (T105, T230 are not very popular). It was seemed that the company should announce several new low-end and middle models, but the company didnt make it. It found another way to improve the situation. Henceforth high-end models have only one-year life cycle, then their price will fall down and they will become mass products. The typical example of this strategy is Sony Ericsson T610. The phone cost about 400 USD or even more when it entered the market, now the price of the phone is 180-200 USD and it is not the end of cutting prices. The other models of the company will have the same fortune. They will be replaced by more advanced models and move to lower price segments. Thus the company is concentrated on the production of only expensive models of the high class.

The company doesnt refuse to produce ODM-phones but they become niche ones in the portfolio. The company decided that they could ship constant amount of the rather cheap ODM-phones, but Sony Ericsson will not widen its product range using new ODM-models. It means that till the end of the year we will see only one, may be two new ODM-phones from Sony Ericsson.

But let us return back to the presentation and new products. Traditionally you can find official photos of the products and press-releases using corresponding links.

Sony Ericsson P910. It is the strong product which is the most advanced smartphone on the market today, not only among Symbian-devices. I am not going to tell much here, just read a review of this device on our site.

Sony Ericsson K500i. It is the model of the middle class, a cutting version of K700. There are two versions of this model, one of them is F500i made specially for one European operator and the other one is usual K500i which is announced today. The review of this phone is also available on our site. Enjoy it!

Sony Ericsson S710. It is an American version of the European phone S700. There are no differences between these two models except working bands. The review of this model is available here (only in Russian yet, in English it will be available in few days), also here you can read a camera review of this device.

Sony Ericsson Z500. It is one more version of the older model Z600. Among new functions it is necessary to name Push to Talk technology. The manufacturer thinks that it will be demanded in autumn. On the contrast to S700/S710 this model will be appeared together with its American modification. The phone has an external display, which is capable to support up to 4096 colors, and supports PhotoCall function. The manufacturer also thinks that EDGE technology support is very important feature of this model. We think that it is not so necessary today. On the whole, this model is a successful compilation of Z600 and K700.

The review of this model will appear on our site in the near future. Stay connected!

Describing new models we should pay your attention that the interface of new models is similar to one in Sony Ericsson K700. During this year it will be standard for all products of the company except ODM-models. The menu of these phones will be made in the old style. The next improved version of the interface will be in Sony Ericsson Z1020 but it is not obvious whether the company will have time to do it. If not, we will see new interface only in the next autumn.

New accessories of the company should underline the companys leading position in the field of bluetooth. Today the company announced two new headsets HBH300 and HBH600. The first one has the idea of the remote microphone which is placed as close to the mouth of the speaker as possible. The construction doesnt have any considerable differences compared to old models (for example, HBH35), only design was changed.

HBH660 is rather interesting. For the first time this small headset has a small display where the callers name and number are shown. The screen contains one test line and it doesnt occupy much space. This headset logically continues all developments of the company in this field.

CSS25 Desk Speaker Stand can run off the phones battery as well as the usual power circuit. It has own built-in microphone/speaker and provices loudspeaker. The device will be available on the market in the middle of the 4-th Q.

Official press-release Sony Ericsson K500i
Official press-release Sony Ericsson P910
Official press-release Sony Ericsson S710, Z500
Official press-release Sony Ericsson HBH-300, HBH-660, CSS25

Official photos Sony Ericsson K500i
Official photos Sony Ericsson S710
Official photos Sony Ericsson P910
Official photos Sony Ericsson Z500
Official photos Sony Ericsson HBH-300
Official photos Sony Ericsson HBH-660
Official photos Sony Ericsson CSS25

Our other photos of accessories and phones will be published on the site in the evening after official announcement.


Review Sony Ericsson K500i
Review Sony Ericsson K700i
Review Sony Ericsson S700 (only in Russian yet)
Review Sony Ericsson P910
Review Sony Ericsson P900

Eldar Murtazin (eldar@mobile-review.com)
Translated by Maria Sennikova (maria@mobile-review.com)

Published — 15 July 2004

Have something to add?! Write us... eldar@mobile-review.com



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