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volume across the region, but particularly in the Gulf countries. Sony Ericsson was established in 2001 as a joint venture between handset manufacturer Ericsson and consumer electronics giant Sony. The combination and fusion of each company's set of core competencies provides Sony Ericsson a clear advantage over its competitors in the mobile phone market. Digital cameras and MP3 players are becoming essential components of handsets, Sony Ericsson's recent launches of its Cyber-shot and Walkman series can be seen as a direct struggle to tap the brand heritage owned by Sony in both markets. The strengths of both companies are complementary as Ericsson is recognized as leader in telecom infrastructure while Sony is an established leader in the consumer electronics. The Middle East is one of Sony Ericsson's key global markets having growth potential in sales because of the dynamic nature of the regional retail sector and a demographic flush with purchasing power of consumers.

The Cyber-shot range of mobile phones boasts features that have yet not been incorporated in Sony's digital camera range. The ‘best pic' feature is a key highlight in this respect, which works by taking a salvo of images whenever a user takes a photo, providing them with an option of nine shots from which the best one can be selected. As a user presses the camera trigger, it takes four photos before the click, with a 3.2-megapixel quality. Sony Ericsson is also expanding its range of mobile phone accessories, including its Bluetooth headsets.

The booming demand for low-cost handsets in the Middle East and Africa is a key to the company's growth strategy in both these territories. Sony Ericsson is keen to expand its presence in this entry level sector by providing consumers with quality products having high feature specifications and affordable prices. Demand for the company's smart phones is also increasing as the demand for premium handsets is also increasing. These premium products can be used as business tools by them. It has become very important segment as 3G service providers are widely available now and the benefits of 3G are becoming obvious to every day consumers as well as business users. The subscription is also becoming increasingly cost-effective to GPRS and 3G services. Connectivity is essential feature of modern lifestyle at both business and personal levels. Sony Ericsson facilitates this by its products. Sony Ericsson's P910 Smartphone is responsible for generation of strong sales for the company in the Middle East. Forthcoming P990 is also expected to achieve success when it is released at the end of this year. The orders were pre-booked from Sony Ericsson's retail distribution partners even several months before the actual launch of the product in the market. Sony Ericsson works closely with its distribution channel partners to make sure that each product launch is supported with the appropriate marketing and advertising strategy along with after sales support. Sony Ericsson makes available its entire portfolio to all of its customers. Sony Ericsson works with the forecasts and launches most of its products in all the countries it operate. Sony Ericsson has agreements with specific customers at times, in specific markets exclusivity window on a product, color or a specific product segment. This happens especially in cases when it's launching a new handset and there might be limited ava本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。