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Sony Will Drop Ericsson From Smartphone Brand in Mid-2012

Sony Ericsson logoHaving bought Ericsson’s 50% share of the Sony Ericsson brand for $1.47 billion back in October, Sony is now focused on phasing out the “Ericsson” part of its smartphone brand. From mid-2012, the Japanese company’s new smartphones will simply be labeled “Sony.”

A senior executive for the company confirmed the move in an interview with The Times of India, and also revealed that its future plans are to focus solely on smartphones — with feature-phones becoming a thing of the past. However, that’s hardly a surprise.

Following its decision to manufacture devices powered by Google’s Android platform, Sony Ericsson’s smartphone sales have steadily been increasing, according to The Next Web, which makes its decision to concentrate on these devices all the more expected.

Kristian Tear, Sony Ericsson’s executive vice president and its head of sales and marketing, said the company will also invest heavily in marketing and advertising — something that it feels has been lacking over the past few years:

“A lot of planning goes into getting the branding right but we will be done by middle of next year. It will also mean that the marketing and advertising investments will go up. We haven’t been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets and India is one of those markets.”

While the company only holds around 2% of the global smartphone market at this point, Sony is hoping that its huge global presence as the world’s biggest entertainment company will help its smartphone business grow in the future:

“Sony is the world’s biggest entertainment company. We were earlier a 50-50 JV, but now that we are a wholly-owned subsidiary of Sony Corp. We expect to gain from its assets on the content , technology and brand side.”

So why doesn’t Sony just throw out the Ericsson name today? Well, the deal is still awaiting approval, so it’s unlikely to make any significant changes until next year.

I don’t know about you, but I’d much prefer to see just “Sony” on the top of my smartphone than I would “Sony Ericsson.” What do you think?

[via The Next Web]

Killian Bell

Killian Bell is a 20-something technology journalist based in a tiny town in England. He has an obsession with that little company in Cupertino...