Sony Ericsson was founded in 2001 and since its formation, it has engaged itself in making a wide range of mobile phones and smartphones. Many of the handsets made by Sony Ericsson are equipped with Google Android.
After a decade of its formation, Sony Ericsson would soon drop “Ericsson” and would only be called Sony. This would give Sony a brand name of it’s own in the mobile and cell phone segment. In October of 2011, it was announced by Sony that it would buy Ericsson’s stake in the company and would fully own the company in its name. The money involved in buying the stake from Ericsson is about US $1.5 billion.
According to Kristian Tear, Sony Ericsson executive vice president, “A lot of planning goes into getting the branding right but we will be done by middle of next year,” Tear said. “It will also mean that the marketing and advertising investments will go up. We haven’t been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets, and India is one of those markets.”
The name change from Sony Ericsson to Sony would surely help Sony in more brand recognition as a sole mobile phone maker. It would also help Sony to create a better phone which suits the style and taste which consumers have for the products of Sony.
Sony will also act aggressively with respect to the cross-license of five important and essential patent families. These patents are related to the wireless handset technology which would soon be taken over by Sony in its move to re-brand itself to “Sony” from “Sony Ericsson”.