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Sony Ericsson aims for top handset position

Regardless of not having a product portfolio, the Sony Ericsson joint venture has declared that it aims to take the top market position for handset sales by 2005. The company’s chief executive officer (CEO), Jan Wareby, said it would achieve this objective by ‘stimulating’ the market and working more closely with mobile operators.

The company stressed that its new products were being designed to be ‘ready to run,’ with the concept that the user would not require a manual, the device could be activated with one-button click, take two seconds to load an application, and only take three key clicks to access relevant information.

Torbjorn Nilsson, an Ericsson executive, said this objective presented testing design challenges but insisted that this change was necessary if the industry is to deliver on its promises.

Sony Ericsson gave strong indications that it would announce its first branded terminals at next month’s CeBIT exhibition. It said it has decided to leave content to those with expertise in this field, but suggested that Sony would be a key player in providing a high level of online music and video content.

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