Sony Ericsson's Mobile Music Strategy

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR215 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Growth Strategy | Strategic Alliances
Case Length : 19 Pages
Period : 2001-2006
Organization : Sony Ericsson
Pub Date : 2006
Teaching Note : Not Available
Countries : Europe, Asia
Industry : Consumer Electronics


The case discusses the 'mobile music strategy' adopted by Sony Ericsson Mobile Communications AB (Sony Ericsson). The company leveraged the strengths of its parent companies, Sony Corporation and Ericsson to introduce the Walkman phone.

The case discusses in detail about the impact of the Walkman phone on the company's performance. The case includes details of how the company leveraged the Walkman brand and initiated several strategic tie-ups. The case also highlights the competition among mobile phone manufacturers with regard to music phones and the competition with portable music players.


Understand the impact of the mobile music strategy on the performance of Sony Ericsson
Understand the nature of competition in the mobile phone industry


  Page No.
The 'Walkman' Phone 1
Background Note 2
The Mobile Music Strategy 4
The Impact 6
Reviving the Walkman Brand 8
Keeping up the Tempo 9
Competition 10
Portable Players vs Music Phone 11
Exhibits 13


Sony Ericsson, Walkman Music Phone, Mobile Handset, Consumer Electronics, Portable Music Players, Merger Synergy, Apple Computer Inc., iPod, New Product Development, Nokia, Motorola, Samsung, Strategic Partnerships, iTunes Music Store, Online Music Download

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