Sony Ericsson shifts brand strategy

Struggling handset maker Sony Ericsson is hoping for a turnaround in more ways than one. In August, the company announced that it would hire a new a CEO. Now it's changing its brand strategy. The cell phone vendor will adopt the "make.believe" tagline that Sony uses "to reinforce its entertainment credentials and collaboration with the Sony Group." The handset vendor hopes the new tagline will highlight its entertainment offerings. The relative success of the new strategy will play out over the next several quarters as Sony Ericsson introduces more smartphones and tries to turn around its flagging sales. Release

Suggested Articles

The WBA is inviting all organizations in the Wi-Fi ecosystem to join WBA OpenRoaming and make Wi-Fi roaming better for everyone.

DSS will first be available in parts of AT&T’s network in North Texas.

NATE issued an advisory to its members Thursday about Global 5G Protest Day activities reportedly planned for this Saturday, June 6.