Sony Ericsson eyes PlayStation brand
via financial times
Sony Ericsson is considering tapping into Sony's Play-Station and Bravia television brands to create new ranges of high-end handsets.
"Its an area of possible future activity," said Miles Flint, president of the Swedish-Japanese handset market.
The company, which is50 per cent owned by Sony, is already producing a Bravia-branded handset with mobile television capability in Japan, with operator NTT DoCoMo.
A PlayStation phone was also a possibility, said Mr Flint, although he stressed the technology behind such a device was still some way from being perfected.
"We need to make sure that it is a credible phone, and be sure we are justified in putting that identity on it," said Mr Flint, who will step down as president in November.
Sony Ericsson has successfully used Sony's Walkman music brand and CyberShot camera brand to create handsets, favoured by young, aspirational consumers.
The strategy has helped the company more than double margins in the last three years, going from number five to number four in terms of global market share of handsets.
It is under pressure to update its portfolio in the face of new products from Appleand Nokia.
