Industry experts would never have forecast that the collaboration between Sony and Ericsson would knock Nokia off the number one spot for the sale of mobile phones in the UK.Before this collaboration took place Sony had tried hard without success, using their well known marketing prowess to break into the UK market place, in fact most of the handsets that Sony launched where beset by an unacceptable level of quality issues. At much the same time Ericsson had an excellent name for the quality and standards of their engineering in the mobile phone market place but they could not capture a large enough share of the UK mobile phone market, this was blamed on their lack of marketing skills….hence the logic of the collaboration.

 Sony Ericsson claim that their success in the UK is strongly based on their relationship with all of the UK mobile phone networks and because all of these networks have a strong presence around the world they are confident that this success will continue globally.

 Because the Sony Ericsson’s strategy has been based on bringing mobile handsets to the market offering the UK consumer something different they are confident of retaining the much prized number one slot.

 They intent bringing a staggering 20 new mobile phone handsets to the UK market place in 2007; it will be very interesting to see how Nokia , Motorola and the other major players react.