Product details

The case discusses the mobile music strategy adopted by Sony Ericsson Mobile Communications AB. The company leveraged the strengths of its parent companies, Sony Corporation and Ericsson to introduce the Walkman phone. The case discusses in detail 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. The case will help students to: (1) understand the impact of the mobile music strategy on the performance of Sony Ericsson; and (2) understand the nature of competition in the mobile phone industry. The case is meant for MBA/MS students as part of the strategic management / marketing management / product management curriculum.