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Sony Ericsson falls out of top 5 cellphone brands

Posted: 26 Oct 2010 ?? ?Print Version ?Bookmark and Share

Keywords:Sony Ericsson? cellphone? market report? RIM? ZTE?

Sony Ericsson Mobile Communications AB dropped two notches in Q2 2010 overall cellphone shipments, from fourth to sixth place, according to market research firm iSuppli Corp. The drop was despite a sharp increase in smartphones for the quarter.

The second quarter marked the first time in at least three years that Sony Ericsson didn�t rank among the top five global cellphone brands, according to iSuppli. While the company's shipments rose 4.8 percent in the quarter, close rivals Research in Motion and ZTE surpassed Sony Ericsson because their growth rates were larger, iSuppli added.

Sony Ericsson achieved a 15.4 percent increase in smart phone shipments during the second quarter, making it the fourth fastest growing smart phone brand.

"With its shift in focus from volume to value-add, Sony Ericsson is positioning itself to cash in on the fastest growing and most profitable segment of the global wireless market," said Tina Teng, senior analyst for wireless communications at iSuppli, in a statement. "Given that cellphone penetration has reached 73.4 percent of the earth�s population, shipment growth is slowing markedly. Meanwhile, average pricing for mobile phones has declined to extremely low levels and will continue to decrease in the coming years. In contrast, smart phones and feature phones continue to offer fast growth and strong profit margins."

Global shipments of all kinds of cellphones are set to rise at a compound annual growth rate (CAGR) of 6.9 percent from 2009 to 2014, down from the 13.9 CAGR for the period of 2003 to 2008, iSuppli said. Smart phone shipments will rise by 22.7 percent from 2009 to 2014, according to the firm's forecast.

With its shift to the higher-end phone market, Sony Ericsson is mirroring the strategy of Motorola, which has been withdrawing from the market for mainstream cellphones in order to focus on its highend Droid smart phone line, iSuppli said.

Sony Ericsson in 2010 entered the Android smart phone marketplace, and it has offered phones like the Xperia line that uses the Android OS.

Smart phones represented 13.6 percent of Sony Ericsson�s total mobile handset shipments in Q2 2010, more than double the 5.8 percent seen during the Q2 2009, iSuppli said.

- Dylan McGrath
EE Times

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