Following the buyout by Sony of Ericsson’s half of its mobile handset joint venture, the Japanese consumer electronics company has announced at Consumer Electronics Show today, the launch of the first mobile phones under its own brand in 10 years.
Nick Dillon, analyst at Ovum, has the following comment:
“With the buyout still pending regulatory approval, this was a bold move by Sony but one Ovum believes the company needed to make. The launch of the own-branded smartphones marks the start of a new era for Sony, as it positions itself to battle with other multiscreen players in the increasingly competitive and interlinked consumer electronics markets. As we enter 2012, Ovum believes that it will become increasingly important for top-tier consumer electronics vendors to offer a complete portfolio, not only of devices, but also the services which run on them. Despite having many of these components in place, Sony now faces the challenge of knitting them together to create a compelling integrated offering – an area in which it has yet to excel.”
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