Repurchase equity joint venture company abandoned the original brand Housuo Ni

You are still left in the hands of Sony Ericsson mobile phone? Some words might well maintained, because the brand identity (SonyEricsson) will soon be history. Yesterday, the news that Sony Ericsson's Executive Vice President of the Asian Christian Mohamad told a media interview that the Sony Ericsson brand will be integrated next year, next year will be completely abolished in the brand, called the Sony system. In October, Sony announced a € 1.05 billion acquisition of Ericsson's mobile phones in the joint venture company "Sony Ericsson" 50% of the shares, to turn it into a wholly owned subsidiary. In this way, brands can no longer naturally marked "Ericsson" (Ericsson) words.
Return to the embrace of the parent company Sony
"Is it because our company name is too long, how much inconvenience for your writing." And a recent communication, the Sony Ericsson (China) Vice President Zheng Shuren said with a smile.
Since ten years ago, a joint venture of Sony and Ericsson has, the media, referring to the company would take the "Sony Ericsson" as referred to. But a few years ago, suddenly appeared on the market created by domestic enterprises, "Sony Ericsson" brand mobile phones. Immediately, Sony Ericsson has issued a statement several times, hoping the media when the full name of the author to write. However, "Sony Ericsson" is already deeply rooted in the Chinese market, a lot of information about the company can still see this referred to.
But in 2012, this company for quite some Sony Ericsson "plagued" the problem, complete with Sony Sony Ericsson completed the acquisition of a wholly-owned, full stop. "With the Sony seeks to become a 'smart phone based solely on the company', they will be selling the Sony brand new smart phone, Sony Ericsson brand will be phased out." Christian Steele said in an interview, This time should be middle of next year.
Yesterday Sony Ericsson (China) PR people to accept the default reporter, both south of this, but stressed that the current sales and upcoming new phones will still use the Sony Ericsson logo.
Or simultaneously with the completion of the transaction
"This is a sure thing, after all, the acquisition, Sony Ericsson no relationship with Ericsson, the brand will not come naturally with Ericsson words." Yesterday, and from Sony Ericsson Southern Reporter concerned at the sales department was informed.
The source said that the material procurement and production, for example, near the New Year Chinese New Year season, the company is still preparing the existing brand. Such as posters, counter packaging, product packaging, the purchase comes with gifts, etc., still mark the original "S on yE ricsson" logo. "As long as the current product plans have been developed, according to the original brand will continue to perform."
But Sony Ericsson is also the south insiders have told reporters that the so-called broad middle of next year is just a point in time. Once the transaction between Sony and Ericsson completed, changed its name will be immediately implemented, the Lunar New Year next year, then soon there will be results.
The existence of the transaction is completed, the Sony Ericsson brand will continue to follow a period of time possible? In this regard, the domestic consultancy analyst Zhang R ationalA B star that is unlikely. "Both Super cooperation between large companies, if the content related to the brand of this fundamental, intermediate involved in legal, patent fees, and even brand the problem is very complicated to use, it may be time to deal with much longer than the completion of the acquisition, but not involved estimate of the costs. "
Straw into the mobile phone business is difficult
Wholly-owned acquisition a reality, S on yEricsson brand "disappeared in the shadows" also became a virtual certainty. The next focus of the industry, the era began to focus Housuo Ni Ericsson, Sony can completely open up the "four screens" on.
Sony's so-called "four-screen strategy", that the existing brands of TVs, laptops, tablet PCs, based on adding mobile phone, and then the tide of the Internet, through four terminal screen between the "interoperability", these device as a channel to integrate content resources, to promote Sony's entertainment empire, in order to maximize profits.
Current global context, also has a "four-screen" and a huge influence on the brand, only South Korea's Samsung (microblogging) electrons. The contrast Samsung, Sony also has movies, music and other content resources, looks really thriving scene. However, the consumer electronics aboard the aircraft carrier is still at a loss. It is understood, the new Tablet PC product line near Sony Tablet S In addition to the Japanese mainland in the market place, the other area sales were flat. For Sony, the current non-consumer business, has become a "straw."
Late last month, Sony officials said, hoping in the next three to five years in the non-consumer products (mainly in financial services) in annual sales to 2 trillion yen (about $ 26 billion), compared with the current increase of 25%. Hence the star believes that the current case, the mobile phone business can not be a "savior" for the stretched Sony companies, how to make good use of mobile phones, how much resources to do this is pieces of a dilemma. It is also about the rebirth of Sony Ericsson Nirvana, added some unknown.