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FINANCIAL ANALYSIS
TRAINING AND DEVELOPMENT PROCESS

Sony Ericsson has introduced a comprehensive training and development
programme for staff at leading mobile phone retailers in the United Arab Emirate
Dubbed "weKnow", the unique course covers all aspects of Sony Ericsson's consumer mobile
telephony offerings and will equip sales staff with the knowledge and competence to provide
customers with well-informed service and advice.
"To stand out you need to deliver the highest possible level of customer service," explained
Mats Paulson, Sony Ericsson General Manager for the Middle East and Africa. "With the rapid
developments in today's mobile communications industry, it is vital that sales staff have the
knowledge to comfortably explain the latest trends, products and features to the consumer."
The weKnow programme will initially launch with the participation of 12 key distributor
showrooms in Abu Dhabi, Dubai and Sharjah. Five staff at each store will undergo four
weeks of training during which they will be exposed to the latest Sony Ericsson has to offer
in terms of imaging, entertainment and connectivity, including products such as the recently
released P800 multimedia smartphone. The trainees will become familiar with accessory
compatability, configuration guidelines and advanced phone features such as bluetooth and
multimedia messaging (MMS). Upon completion of the course, the participants will undergo
a brief written examination with certificates awarded to those scoring above 90%.
"Sales staff are the main point of contact between Sony Ericsson and our customers. We
want to ensure that they are not only armed with the knowledge on what Sony Ericsson can
offer, but also with the confidence to interact with the customer and to provide sound
advice," said Paulson.
PRODUCTION PROCESS
Sony Ericsson’s In-house Manufacturing Capacity in China
Chinese Ministry of Commerce approved Sony Ericsson Mobile Communications to take control of Beijing
Suohong Electronics Co. Ltd. (BSE), a Sony China controlled manufacturing facility.
The BSE site, which is 60% dedicated to the outsourced assembly of printed circuitboards for Sony Ericsson,
will become an in-house manufacturing facility. SonyEricsson will increase its stake in BSE from 10% to
74.5%, through the acquisition ofSony Chinaâ€™s shares. BSE will work in strong cooperation with Sony
Ericssonâ€™s majority owned Beijing SE Putian Mobile Communications Co. Ltd. (BMC), to maximize
economies of scale and develop a fully integrated manufacturing process from printed circuit boards to
product customization.
In addition, Sony Ericsson today announced the establishment of a Software Testing Center and a Creative
Design Center in China, and its commitment to increase sourcing from suppliers in China and Southeast
Asia.
Since August 2002, when the company first established operations in China, Sony Ericsson has focused on
building its presence in this important market. The BSE acquisition will further strengthen supply chain,
expand the companyâ€™s in-house manufacturing capabilities for the global market and complement
existing in-house manufacturing at Beijing SE PUTIAN Mobile Communications Co. Ltd (BMC). The creation
of a Software Test Centre, focusing on function and system testing, will build a global testing hub that
serves all Sony Ericssonâ€™s Development Units. The long-term aim is for the majority of Sony
Ericssonâ€™s testing to be conducted at this Centre in China. In addition, the company is committed to
increasing local sourcing from China and Southeast Asia to support these activities.
In the past four years, Sony Ericsson has invested 60 million USD in China. The company does business with
approximately 150 local suppliers from across China; in 2004 local sourcing reached more than US $1.2
billion in value to the local economy, with a localization rate for parts and components averaging 80%. In
2004, the BMC manufacturing facility became the largest export company in Beijing and supplied
approximately 1/3 of global Sony Ericsson volumes
Financial information
Annual shipments of units 2003 to 2009
Sony Ericsson posted its first profit in the second half of 2003. Since
then, the sales figures from phones have been:
 2004: 42 million units[26]
 2005: 50 million units[27]
 2006: 74.8 million units[28]
 2007: 103.4 million units[29]
According to the Swedish Magazine M3s issue 7/2006 Sony Ericsson is
the best-selling phone brand in the Nordic countries, followed byNokia.
In the third quarter of 2009, Sony Ericsson became the world's fourth
largest mobile phone manufacturer with 4.9% of market share
afterNokia(37.8%), Samsung(21%) and LG(11%).
[edit]
Products and services
lM Ericsson offers end-to-end solutions[clarification needed] for all major mobile communication standards, and
has three main business units.
 Business Unit Networks (BNET) focuses on networks for mobile and fixed line public telephone
networks.
 Business Unit Global Services (BUGS) provides telecoms-related professional services, including for
example taking responsibility for running an operators network and related business support systems.
 Business Unit Multimedia (BMUM) provides charging, provisioning, IPTV, mobile TV and other
support and media systems, primarily for telecom operators.
In addition, there is a very substantial research and development element, and a range of central
functions. Operations locally are coordinated through a structure of regions and Market Units, with some
Global and Multi-Country Accounts for large customers
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QUALITY CONCEPTS OF SONY ERICSSON
My experience has been that phone brands are consistent. Every Nokia and Samsung I've
had has been trouble-free. I've hated every Motorola I've owned. The one time I owned
Sony Ericsson, I quickly gave it away. It was a relatively new hand-me-down that never got
signal and the interface seemed exactly opposite of what I was used to. Thus, until today,
I've avoided paying them any attention.
It seems though that C-Net and other online sources think highly of them and are pretty
adamant that they're the best camera phones [which is important, I'm replacing a broken
pocket-cam too] on the market.
The particular phone at issue is the K750 [vs. Samsung D600-900 series]
--- The Skinny ---
- Are Sony Ericsson's reliable? I'm in China... warranty's don't mean as much, methinks.
- Are they durable? I'm going to drop it. Again. It will likely have at least one brief episode
where I find how quickly it sinks.
- Do they have intuitive interfaces? I don't mind having to relearn an interface, but I don't
want something that's fundamentally flawed.
- Were they bad but got better or have I had isolated experiences?
posted by trinarian to technology (29 answers total)
For me it's Nokias and Sony Ericssons that have been super reliable, almost everything else
has been a nightmare. YMMV of course but I've never had a problem with Sony. Nokia are
still the best for reliability and interface though.
posted by fire&wings at 9:30 AM on November 25, 2006
I've been quite happy with my SE phones. I had a K750i and traded up for a K800i [before
that a T610 and a T68i]. I prefer SE's interface to the Moto interface. The voice quality is
good. I like the browser and RSS reader. The camera takes great photos [I do prefer the
K750i's torch over the flash in the K800i since I'd use the torch to read things in the dark].
It also plays well with my Mac. I drop my phones way more than I'd like, but they always
seem to keep on ticking. My K750i did drown in a large cup of Diet Coke and lived to see
another day.
posted by birdherder at 9:35 AM on November 25, 2006
Never had any problems with my SE phones (T300, K750i and now a W810i). In fact I much
prefer them to any others I've tried in terms of usability and design. I've even dropped
them a few times (onto concrete) to no ill effect. The cameras on SEs are pretty good and
on the newer models they are incorporating tech from the Sony Cybershot cameras.
posted by EndsOfInvention at 9:40 AM on November 25, 2006
I've had a T630 and then a K750i and now the K800i, and all have been fab. The only minor
problem is that the joystick in the middle is a bit dodgy on my K800i after only 4 months,
but that might well be my fault (I don't exactly look after my phones - if the phone
company gives it to me for £25 a month including free insurance I will use and abuse to my
will until next year when I get a new one free!)
I've dropped my K750i down the loo twice and it survived (don't ask) and then sold it for
£80 on ebay - not bad methinks! My K800i has been dropped from waist height to concrete
and is fine.
I love the interface. I think its really intuitive, though you may think differently.
Hope that helps!

posted by philsi at 9:42 AM on November 25, 2006
Well, James Bond uses a Sony Ericsson.

posted by roomwithaview at 9:45 AM on November 25, 2006
As a K750i owner, and a T610i owner before that, I have very little doubt that Sony makes
some magnificent phones. The sound quality is good, the interface is amazing compared
with Moto/Samsung/LG, and the "extra features" (MP3, camera) are magnificent (the K750i
sounds far better than my iPod did -- before I got rid of it and got a 4GB memory stick pro
duo for the phone).
The interface is incredibly intuitive; it's not just random lists of text -- they've obviously put
a lot of time and thought into it, and it's a joy to use. Nokia's the only other manufacturer
who comes close. There are a lot of functions, though, so expect to do a little bit of reading
for those one or two functions you just can't figure out (the K750i has an "Applications"
button that allows you to place functions you choose in a list you sort in case you find
something that's not in the "right place").
I believe that Sony Ericsson got a bad name because phones up to the early run of the
T610i did have reliability issues (I had a few friends with T60i phones that just sort of fell
apart), but since then, their phones have been top-notch. Durability's been no problem at
all with mine; it's been dropped several times, and it's just fine. No scratches on the screen,
either, even though it stays in my pocket.
SE got it right with the K750i and subsequent revisions. Give it a
I also had a T630, now have a K750i, and expect to stick with SE next time I upgrade my
phone. They have survived the occasional drop and knock without any problems. Opera Mini
works well on the K750i and the camera is great for a phone, especially outsi
I'm using a Z600 that I picked up on eBay unlocked last year that I use on Cingular, and
before that I've had a Z200 and a black and white thing that I don't remember the name of
on Fido in Canada. Before that, I had a Sony Ericsson handset in Japan with DoCoMo.
They've all been pretty ok, with the exception of the DoCoMo one, which I loved and is
responsible for my subsequent devotion to SE. I've found the interfaces on the North
American GSM handsets to be quite slow at times, although I have few complaints
otherwise. The feature set on the Z200 and the monochrome thing before that were pretty
slim, and they did their jobs reliably. The Z600 has excellent bluetooth compatibility with
my Powerbook, although the camera quality leaves a lot to be desired, especially compared
to what's standard now. The problem with the Z600 is that it crashes quite often. Moving
through the interface too quickly, or having a call come in when you are doing something
else on

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FINANCIAL ANALYSIS

TRAINING AND DEVELOPMENT PROCESS

Sony Ericsson’s In-house Manufacturing Capacity in China

Annual shipments of units 2003 to 2009

Products and services

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