Sony Ericsson is set to undergo a transformation, rebranding to Sony and focusing solely on producing Android-powered smartphones. This move comes as Sony takes full control of the company in an effort to compete against the dominance of iPhone and Android devices in the market.

For the past decade, Sony Ericsson has been a collaboration between Sony and Ericsson, establishing itself as a prominent player in the mobile phone industry. However, with the rise of smartphones, Sony has decided to buy out Ericsson and consolidate its efforts under the Sony brand. This strategic shift aims to leverage Sony’s well-known product lines such as Bravia, Cyber-shot, and Walkman to regain market share.

The upcoming Sony smartphones, including the Nypon, Nozomi, and Arc HD, are highly anticipated. Additionally, existing Sony Ericsson Xperia devices will receive upgrades to the Android Ice Cream Sandwich operating system in 2012.

The distinction between smartphones and traditional feature phones is diminishing, as even basic phones now offer web connectivity, cameras, and basic apps. Sony’s decision to focus solely on smartphones reflects this evolving landscape and the increasing demand for more advanced mobile devices.

As the mobile market continues to evolve, the question arises: are all phones now considered smartphones, or is there still a place for simpler, more affordable devices? With competitors like Apple and other Android manufacturers dominating the market, can Sony successfully challenge their position?

Overall, Sony’s shift towards exclusively producing smartphones signifies a strategic move to stay competitive in the rapidly changing mobile industry. By capitalizing on its established brand identities and technological expertise, Sony aims to carve out a significant presence in the smartphone market.


  1. What prompted Sony’s decision to rebrand Sony Ericsson to Sony and focus on smartphones?

    • Sony’s decision stems from the need to regain lost ground in the smartphone market against competitors like iPhone and Android devices.
  2. What impact will this rebranding have on existing Sony Ericsson products?

    • Existing Sony Ericsson Xperia devices will receive upgrades to the Android Ice Cream Sandwich OS in 2012.
  3. How does Sony plan to differentiate its smartphones from competitors?

    • Sony intends to leverage its renowned product lines such as Bravia, Cyber-shot, and Walkman to create unique selling points for its smartphones.
  4. Will Sony continue to innovate in terms of smartphone technology and features?

    • Sony is expected to introduce new smartphones like the Nypon, Nozomi, and Arc HD, showcasing advancements in technology and features.
  5. What is the significance of Sony’s decision to exclusively focus on smartphones in today’s market?

    • The decision reflects the evolving landscape where smartphones have become the norm, blurring the line between traditional feature phones and smartphones.
  6. How does Sony’s strategy align with current trends in the mobile industry?

    • Sony’s strategy aligns with the increasing demand for advanced mobile devices with comprehensive features and capabilities.
  7. What challenges might Sony face in competing with established smartphone brands like Apple and Android manufacturers?

    • Sony may encounter challenges in establishing itself as a strong competitor against dominant brands like Apple and other Android manufacturers.
  8. What opportunities does Sony have to differentiate itself in the competitive smartphone market?

    • Sony can leverage its brand recognition, technological expertise, and diverse product lines to differentiate its smartphones in the market.
  9. How will Sony’s rebranding impact its market positioning and consumer perception?

    • The rebranding to Sony and the exclusive focus on smartphones could enhance Sony’s market positioning and consumer perception.
  10. What implications does the growing popularity of smartphones have on the future of traditional feature phones?

    • The increasing popularity of smartphones signifies a shift towards more advanced mobile devices, potentially phasing out traditional feature phones over time.
  11. Is Sony’s decision a reflection of broader industry trends towards smartphone dominance?

    • Sony’s decision aligns with the trend towards smartphones becoming the primary choice for consumers, indicating a broader shift in the industry.
  12. How can consumers benefit from Sony’s strategic shift towards smartphones?

    • Consumers can expect innovative smartphone offerings from Sony that leverage its technology and brand strengths, providing them with compelling options in the market.


The transformation of Sony Ericsson to Sony, focusing exclusively on smartphones, marks a strategic shift in response to the evolving mobile market landscape. By consolidating its efforts under the Sony brand and leveraging its established product lines, Sony aims to compete effectively against industry leaders like Apple and Android manufacturers. With a lineup of highly anticipated smartphones and a commitment to innovation, Sony is poised to make a significant impact in the smartphone market. As smartphones continue to redefine the mobile industry, Sony’s strategic move towards smartphones reflects a commitment to meeting evolving consumer demands and staying competitive in a rapidly changing market. Explore Sony’s latest smartphone offerings and experience the future of mobile technology.