Sony was once synonymous with mobile entertainment. Everyone I knew owned a Sony walkman and then later a Sony discman. Sony was struggling with their entrance into the smartphone world while they were partnered with Ericsson. Sure they had a few hits before smartphones, but for some reason the Japanese electronics giant couldn’t keep up with rivals Samsung, and even LG.
Now that the company has bought out Ericsson’s stake in their mobile phone partnership, they’re hoping to bring new life into smartphones.
The release of the Sony Xperia P and Xperia U today were just the start. Sony has announced to back these two new devices, along with the Sony Xperia S and Xperia Ion, they are going to embark on a massive marketing budget, the kind that brought Motorola and Verizon wide success with “Droid Does”.
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One of the benefits to bringing the Sony mobile division back into the whole company is the resources of other Sony executives who’ve been behind their widely successful Playstation line and of course Sony TV’s and other high end electronics.
One of those executives, Chief Marketing Officer, Steve Walker said that in support of their Xperia line they are putting forth “…by far the largest brand advertising campaign that we have run for many years.”
He didn’t elaborate on exactly what that meant but Sony was never afraid of advertising. Check out this 30 year old Sony Walkman commercial. Here they are talking about the world’s smallest cassette player, now they’ve got small fast, Android phones…