1.
1CONFIDENTIAL
EXPERIA – the most entertaining smartphones
Lennard Hoornik
Head of Marketing

2.
communication (noun) /kəˌmjuː.nɪˈkeɪ.ʃən [1] the act of communicating with people. [2] formal a message or a
letter. [3] the various methods of sending information between people and places, especially official systems such as
post systems, radio, telephone, etc.
entertainment (noun) /ĕnˌtər-tānˈmənt [1] The act of entertaining. [2] Something that amuses, pleases, or
diverts, especially a performance or show. [3] The pleasure afforded by being entertained; amusement:
is the future, where the lines between both worlds are blurred.
You cannot imagine one without the other

3.
A compelling consumer promise

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Smartphones drive industry growth

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Smartphones set to grow in value share
Source : Gartner, ABI research, SEMC internal estimate
2010 over 50% of industry
revenue generated by
smartphones
Android expected to represent
over 40% of smartphone
market by 2012
Smartphone market in volume
Smartphones TTL Android

6.
The smartphone alternatives
Source www.gigaom.com
Android eco-system emerging as the only credible
alternative to Apple
2010
2014
Market Share %
2010
2014
0 20 40 60 80 100
0 20 40 60 80 100
Q2 2010
Q2 2009
ANDROID PHONES GAINING ACCEPTANCE & LOYALTY
Percentage of those who plan on buying a smartphone in the next
90 days who would prefer Google Android as the operating system.
THE FUTURE OF PHONES
Mobile Device OS Sales
to End Users (in millions)
SOURCES
• gartner.com
• distimo.com
• changewaveresearch.com
• metrics.admob.com
• chitika.com

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Source: Investor Place, Another Major Leap for Google Android OS Among Consumers, September 2010 http://www.investorplace.com/investment-research/smartphones/ another-major-leap-for-google-
android-os-among-consumers.html; ACNielsen, Android Most Popular Operating System in U.S. Among Recent Smartphone Buyers, October 2010, http://blog.nielsen.com/nielsenwire/online_mobile/android-
most-popular-operating-system-in-u-s-among-recent-smartphone-buyers/
Android is now the most popular OS in U.S. among
recent smartphone buyers

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Android’s global spread
Source: Informa
As of Sep 2010
More than 200 OpCos in 75+ markets with more operators
and more markets joining each month

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Developers’ perspective. It’s an Android Momentum!
60% of developers surveyed by
VisionMobile in July 2010 had recently
made Android apps
Ahead of the 50% who’d made iOS and
Java apps
70% of iPhone developers are
planning to release Android apps in
the next six months
AdMob’s survey found 31% of
developers in its network are
working on multiple
platforms today

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Android Market breaking 100.000 apps

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Android activations are scaling rapidly
200,000 daily activations = annualised run-rate of 73 million
Android likely to exit 2010 with a run-rate of 125-130 million

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Sony Ericsson working with Android

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Great start in 2010

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Strong performance and innovation
in 2010
Best Android
phone for media
and photography
Best Android phone
for portability
“It’s an Xperia™ for everyone
– both size-wise and price-
wise.”

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Our Ambition

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How to get to #1

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Smartphone market dynamics
Two-step decision making for the consumer
2. Which brand will I choose ?
1. What Smartphone will I buy?

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Design

19.
SONY ONLINE SERVICES
Clear AudioTM

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An Inspiring Brand

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Passion for our partnerships
Key
Partners
Key
Assets

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And in 2011..

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.. we celebrate 10 years of Sony Ericsson
Digital technologies &
Content & services
Product planning
& Design
Consumer insight &
Brand expertise
Mobile communications
technologies
Operator
relationships
Network
infrastructure
business