Coming off its global marketing success of mobile phones, which featured built-in digital camera, Sony Ericsson plans to launch a new series of mobile phones, which showed the capabilities of digital music in 2005. Beginning in 2004, competitors Sony Ericsson, such as Motorola and Nokia have started to develop delivery of digital music content and mobile strategies phone, while Sony Ericsson is developing its own. The case illustrates some of the issues that a mobile phone, or, more generally, consumer electronics manufacturers and distributors must take into account in the development of product management and marketing strategies of products for new products in emerging categories. The case also attempts to highlight some of the challenges that exist in the marketing of "convergent" products, where the provision of partnership and competition with non-traditional telephony providers must be taken into account. Finally, the case also focuses on the strategic use of cross-product brand extensions, where the real Sony Ericsson graduated licensing Sony "Walkman" brand to promote what ended up being a successful line of music-oriented mobile phones. "Hide
by Chiu Cheng, Zane Moi Source: University of Hong Kong, 13 pages. Publication Date: November 10, 2008. Prod. #: HKU801-PDF-ENG
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