Pictures taken on presentation of Sony Ericsson in Moscow, models and accessories

Yesterday we told you about new models. Today we could show you several live photos. Some devices announced yesterday have been already tested in our lab, Sony Ericsson Z600, HBH-200, in particular. In one, two days you could see their reviews. Next week we tell about other phones. Now let’s return to the presentation.

The company used three top-models to attract attention to the phones, they arranged a show focused on new handsets. Look at the girls clothes. Mobile topic is noticed in every part of the attire.

Let’s begin from the most interesting accessory – a car, controlled by bluetooth. It was mentioned that it this accessory was decided to make after successful attraction at CeBIT. The model will be not massively produced, the company insures against fortuities. Suppose that all consumers will think that it is just a toy and won’t pay money for it. In our opinion, taking into account interests of Sony Ericsson’s phones consumers, we’’ be able to observe inverse situation. We assume that in the near future we could see first clubs of bluetooth-car enthusiasts. Firstly, someone will organize racers and develop different routes. Secondly, others will try to revise cars, change bodies and make tuning. Now most of users and marketing managers do not imagine the potential if this idea. This product will help to solve several problems: attract attention to products, increase brand awareness. Very often revolution products seem common and simple. It is difficult to pay attention to them when there are many other interesting traditional accessories or new handsets. Now it is ideal time to create first clubs, devoted to these cars. This direction will be very popular in the future and the most successful ones will be those, who will be the first. So, hurry up!!! If you are interested in this idea, write to us, we can discuss our cooperation and a possibility to create independent project.

The car has two gears. It reacts to all commands you make using the phone. The battery operates about one hour or even longer. This time is quite enough for racers.

The other gamie accessory is Gameboard, compatible with the top-model of the line – Z600. Applied approach is really amazing. Think, there are no so many gaming consoles on the market, mainly products from Nokia and N-Gage, launched in October. Nokia spend much money to promote its products. This device costs about 320 Euro and it is not the best one if to use it as an additional accessory to mobile phone. To make live more comfortable, you will have to purchase the second phone. It crosses all advantages of the gaming console because the total sum of money is greatly increased.

Sony Ericsson produces a gaming joystick, which you can use playing any games on your phone. There are many titles elaborated for Mophun platform. On the one hand, it is obvious that users of Z600 could spend money for joystick, on the other hand, the company won’t pay money to promote this solution, just following the leader in the waves of success. This gaming console allows to solve several problems, also attracts attention to the brand and partly undermines future sales of N-Gage.

Do not think that the product will be actively sold, hardly its sales will be 7-12% from sales of Z600. The influence of this solution concerning increase of brand awareness is much stronger than real commercial profit. Fathers who will buy Z600 could purchase this extra device for their children. They could play games at home or on the way to school in the car. Frankly speaking, sometimes grown-ups also like playing games.

The gaming console is connected to the phone with a help of a connector. Rubber holders strongly clap the phone, not allowing it to slide down. You could place it in any way you like. Control keys and joystick are very convenient.

We won’t describe details of bluetooth-headset HBH-200 here. We can notice that it is one of the most interesting models on the market aimed for business users. It stands out by its features: the ringer is integrated in the headset; your ear is free from constant pressure of the ear-phone, you can not wear the phone with you and hold it in the bag. Taking into account positioning of this device, the price of it will be rather high – about 120-130 USD.

Now let’s turn to the phones. Firstly, few words about entry-level Sony Ericsson T230. One of the advantages of the phone is a rubber keypad. Navigation key with a small Ok key inside is not very convenient. The phone looks pretty. Among other rival handsets it will attract users by its price even taking into account that it is less functional than some of the models available on the market.

A camera – MCA-30 is produced namely for this model. The main differences from MCA-25 are the following: you can hide the lens in the case, there are 18 various effects and frames. All of them are made in youth style. In our opinion they are worse than in MCA-25. On the other hand, I couldn’t say that I do not belong to the target group of this phone.

We won’t speak about Z200, Z600, because in few days we’ll publish preview of one model and review of the other.

In the end I would like to say that reaction of users on launching of new line was surprisingly very positive. These devices do not have new technological features, they are based on the same platform which was used before. Now it is integrated in the case of new design. The company could catch a new idea in the field of design and offer it to the market. Marketing managers of other companies only have spoken about it, but Sony Ericsson has already made it.

Do not think that announcing new models, the company could strongly increase its sales. Now it try to balance its model line, producing model aimed to different small users groups. The company tries to increase brand awareness and it needs products similar to those ones, which were unveiled earlier. The company doesn’t gain momentary profit but think about the future.

Eldar Murtazin ([email protected])
Translated by Maria Sennikova([email protected])

Published — 3 September 2003

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