Sony Ericsson's Mobile Music Strategy
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Case Code: BSTR215 Case Length: 19 Pages Period: 2001-2006 Pub Date: 2006 Teaching Note: Not Available |
Price: Rs.400 Organization: Sony Ericsson Industry: Consumer Electronics Countries: Europe, Asia Themes: Growth Strategy, Strategic Alliances |
Abstract Case Intro 1 Case Intro 2 Excerpts
Abstract
The case discusses the 'mobile music strategy' adopted by Sony Ericsson Mobile Communications AB (Sony Ericsson). The company leveraged the strengths of its parent companies, Sony Corporation and Ericsson to introduce the Walkman phone.
The case discusses in detail about the impact of the Walkman phone on the company's performance. The case includes details of how the company leveraged the Walkman brand and initiated several strategic tie-ups. The case also highlights the competition among mobile phone manufacturers with regard to music phones and the competition with portable music players.
Issues
The case is structured to achieve the following teaching objectives
- Understand the impact of the mobile music strategy on the performance of Sony Ericsson
- Understand the nature of competition in the mobile phone industry
Contents
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The 'Walkman' Phone
Background Note
The Mobile Music Strategy
The Impact
Reviving the Walkman Brand
Keeping up the Tempo
Competition
Portable Players vs Music Phone
Exhibits
Keywords
Sony Ericsson, Walkman Music Phone, Mobile Handset, Consumer Electronics, Portable Music Players, Merger Synergy, Apple Computer Inc., iPod, New Product Development, Nokia, Motorola, Samsung, Strategic Partnerships, iTunes Music Store, Online Music Download
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