Nokia's market leadership is under serious threat from the winning combination of the Japanese consumer electronics giant Sony and world leading telecom provider Ericsson. This 50:50 joint venture has been launching models after models, and all of them have been about achieverful.
Things were not the same at the time when Sony Ericsson came into existence in October 2001. Ericsson though had previous experience in cellular phone manufacturing had been for the most part unachieverful in designing a true best seller. The earliest Sony Ericsson cellular phones attained a dubious distinction for being fiddly and at times, unreliable. Enormous brand loyalty enjoyed by Nokia didn't helped their cause either.
But as the consumers got increasingly comfortable with the basic usage of the cellular phone, invariably, the demand for 'more' increased. It was then, when Sony's years of experience and technical know how of LCD screens, cameras and more popularly music changed the dynamics of the unipolar mobile market.
First Sony Ericsson cellular phone [http://www.mobilerainbow.org/sony-ericsson-mobile-phones.html] that made some real impact and made everyone stand up and take notice is the Sony Ericsson T610i. During its launched, it was one of the most advanced yet very competitively priced. Its lilliputian size during the 'brick sized' camera phone era was received with much enthusiasm crosswise all sections of the market. That was only the beginning.
The masterstroke from Sony Ericsson came in the form of W800i - a great merchandising scheme to incorporate the popular brand 'Walkman' with its music centric phone - a Walkman phone. Overnight, popularity of Sony Ericsson's phone rose many folds. Following its achiever, a series of Walkman phones were discharged to fill up every price segment to cash in. It can be safely explicit that the Xpress Music line up from Nokia is but a formal retaliate to the astounding achiever of the Walkman phones. Similarly, Sony Ericsson's camera centric K series now marketed with a supposed digital camera brand - Cyber Shot.
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