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New product line – K, S-series, updating of Z-series

Sony Ericsson is trying to utilize existed hardware solutions to decrease end price of the device. As a result, we have a range of products with similar specifications and opportunities. They differ in positioning and some features. Cheap models are out of this line, they are mainly ODM-models and Sony Ericsson plays only a role of customer. In reality the company has the strongest positions in the middle and high price segment, where it applies its own elaborations. On the one hand, the company controls the industrial process, on the other - technical specialists know all features of these platforms and all engineering questions are solved very quickly. The more models the company produces, the cheaper they are and the larger profit distributors have. The typical example is T610. The margin for this model is about 40-70 percent in Russia. Figures in Europe are similar but depends on operator. It is necessary to remember that there are no phones with similar features on the market.

K700 successes the model range of T610 and T630. This phone has a TFT 65K screen and a better resolution of 176x220 pixels. An improved screen allows to re-draw interface icons. Changed interface is the first and the main difference from previous models. On the other hand, the menu remains standard, some icons are similar to icons in other models.

VGA camera is used in the phone, the manufacturer tries to cut advanced phone functionality, not attract attention of users to the old model. The main peculiarity of the camera is that it allows not only to take pictures but record video clips as well. The manufacturer emphasizes that the best designers from Sony, famous by creating ergonomic interfaces, took part in the development of camera’s interface. It is possible to use the phone as a usual digital camera. The user can hold the handset with two hands, the screen is used as a view finder. Somehow it reminds usual digital cameras. As usual shooting button is located on the side of the phone. The main shortcoming is that the interface always oriented one direction. To change settings you should hold the phone in traditional way.

There is an integrated photo light in the phone, it is the first phone with such function. Photo light will be a standard feature in the phones of the middle and high price segments. Only low-middle class models (T3x0, the beginning of the middle segment) won’t have this feature.

For the first time the phone has 32 Mb memory. Siemens SX65, which belongs to the same segment, has only 11 Mb memory and worse screen. Price is similar for both models.

Focusing on the youth audience, the manufacturer built-in FM-tuner, which can store up to 20 radio stations. The function is unique for Sony Ericsson but later it will be demonstrated in the one new model too.

All connective possibilities – IrDa, bluetooth are available in the phone.

The phones dimensions are 99x44x18mm, they are similar to T610. The weight of the phone is 90 g. The battery was not changed, but due to the new screen the battery life became shorter (about 10%). The manufacturer indicates the largest battery life "on paper". According to Sony Ericsson the phone could work up to 360 hours in the stand by mode (about 15 days) and up to 7 hours in the talking mode. In reality the phone will work about 3-4 days.

The new feature of the phone is its support of Mascot Capsule 3D graphics platform. It means that end user has a possibility to play real 3D games with cutting edge graphics. Till today Japanese company Hi Corp – the developer of this technology, didn’t have European partners. Its products were used mainly in the products aimed to local Japanese market. After application of this technology games and animations developers receive new opportunities regarding visualization of heroes, pictures, geographic 3D maps. Import of data is compatible with vast majority of 3D editors. MicroEdition version used in the phones is not demanded to resources. Realisation of this technology is possible on the basis of existed program shells, such as Brew, Java and others. In February Motorola announced that it was going to use this graphic 3D platform. But first products powered by it will appear only in the first half 2005. Once again Sony Ericsson demonstrated an ability to integrate new solutions in the products in the hortest possible time. After Sony Ericsson and Motorola other manufacturers will probably use this technology, it will become standard.

Site of Hi Corp devoted to Mascot Capsule 3D graphics platform
Press release of Motorola devoted to this platform

K700 is focused to youth market, its aim is to make Sony Ericsson a leading company among yuppies. The part of customers who need simpler technological solutions is artificially cut. K700 has the most advanced technological functions in its segment. It is impossible to expect the similar handset from other manufacturers during this year. Those models which will appear will lose by combination of features (either screen or memory volume). Besides K700 will have a reasonable price. The manufacturer states that the handset will be on the market during the 2Q. Real shipments will be probably in the beginning of summer, the price will be the highest at that period – about 350 USD. After a short period of time it will reduce and become 300 USD. Further price reduction will depend on the market situation. If it is reduction of demand or strong rivals appear, the manufacturer could decrease the price during one or two weeks (FOB). The lowest possible retail price could be 220 USD in the 3Q and 190-200 USD – in the 4Q. It is obvious that the company sets new technological standards in the middle price segment. After some period of time other manufacturers also will reach them. The company has several advantages: price and launching date of the product.

All photos of Sony Ericsson K700>>>

Sony Ericsson S700

Sony Ericsson S700 belongs to the class of fashion phones – really new for Sony Ericsson. The model is based on the model SO505i which became a hit on the Japanese market. In the first sales day there were queues to buy this handset, totally about 50000 of mobile terminals were sold only in the first day, not all potential customers could purchase it. The phone was localized for European market but very similar to its prototype. The only feature, which was added to it, is bluetooth.

Let us shortly describe specifications of this phone: 1.3 megapixel CCD camera with the resolution of 1280x960 pixels, a 2.3 inch 262K TFT colour screen. Taking into account only these two features, we can say that it is the first handset with such features for the European market.

The phone has an unusual 180 degrees swivel design (similar to Motorola v80), assisted mechanism is available. The user has different possibilities in different modes. In the closed mode it is possible to view messages, browse menus, in the open mode you get an access to all functions and finally the third mode is shooting mode. The screen turns to viewfinder in this mode.

If you look on the back cover of the phone, you will see a similarity with usual digital camera form factor.

The phone comes with 8x digital zoom and photo light. It has a possibility to record video clips. Received pictures could be stored either in the internal memory pool of the phone or in the MemoryStickDuo.

Besides, the phone has 40-tones polyphony, IrDA, bluetooth, Java, Mascot Capsule 3D graphics platform. The dimension of the handset are not compact due to screen and camera - 107,5 mm x 49 mm x 24,5 mm, 137 grams. Dimensions of the similar products from other manufacturers are not smaller.

Taking into account that the company had an experience with launching SO505i, shipments of S700 are not expected to be postponed. This model will be in the 4Q before Christmas on the market. The platform is proved and most likely there won’t be any problems with it. Now it is too early to speak about the price but according to our estimations it will be about 550-600 USD while launching.

All photos of Sony Ericsson S700>>>

Sony Ericsson Z500

Sony Ericsson Z500 is a new version of the elder Z600. Among new features it is necessary to say about Push to Talk, the manufacturer thinks that since autumn it will be demanded on the American market (GSM850/1800/1900). This phone is targeted not for Europe, it’s a pity because it has an external display which is capable to support up to 4096 colors and PhotoCall function. The other important peculiarity of the phone is support of EDGE. In our opinion it is not so important for American market. On the whole this phone is a successful combination of Z600 and K700. More interesting model targeted for European market will appear in the end of the 3Q-beginning of the 4Q.

Generally speaking about new models, we’d like to indicate that the most interesting handset will be K700. Namely this model will be used to increase brand awareness of Sony Ericsson.

All photos of Sony Ericsson Z500>>>

New accessories of the company

Eldar Murtazin ([email protected])

Published — 9 March 2004

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