Sony and Ericsson will soon be parted. Sony Ericsson is ready to buy all shares worth USD 1.5 billion that Sony Ericsson is wholly owned by Sony. This step is seen as the best way for Sony to be able to compete again in the smartphone arena, against Apple, Samsung, or HTC.
Sir Howard Stringer Sony's Chief Executive announced the return of Sony as a standalone player in the smart phone arena. With all its potential as a good brand strength and diverse content, Sony is confident that it can bertaji.
"Competitors do not have film, television and our game. We can use our content as a weapon to push sales," said Stringer, as quoted from the Independent, Friday (10/28/2011).
Ericsson's own wish to focus on its core business in telecommunications, so remove the ownership of Sony Ericsson. Duet since 2001 was originally going pretty well, but lately have not been able to compete with other major manufacturers. Last year, the market share of about 2.6%.
"If nothing is done, Sony Ericsson will probably die within the next 18 months because of problems related to its handset product differentiation. With this acquisition, Sony now has all the components to compete directly with Apple and Samsung," said Pete Cunningham, an analyst with industry at Canalys.
Unclear as to what direction the changes after the Sony Ericsson is held entirely by Sony. Chances are that echoed some analysts is that Sony Ericsson will change its name to be simply because Sony Ericsson has not been in the company's operations. However this is not predicted to occur in the near future.
Clearly, Sony needs to act quickly to catch up. Interesting how the lunge awaited Japanese vendor is to shake the world of smartphones. The acquisition process is expected Sony to Sony Ericsson's recently completed early 2012.
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