Sony has agreed to buy Ericsson's share in Sony Ericsson valued at USD 1.5 billion. The transaction also includes a patent deal, in which Sony will get 5 sets of patents from Ericsson that are important in the manufacture of mobile phones.
"Many plans have been executed about this branding and will be completed by mid next year. Investment in marketing and advertising will increase. We will invest more to build the brand in different markets," said Kristian Tear, Executive Vice President of Sony Ericsson.
Sony hopes the full control of Sony Ericsson, they can freely use its resources to gain market share. Re-branding is also expected to make the division profitable smartphone again. They will integrate mobile devices with entertainment features that become surplus Sony.
"Sony is the world's largest entertainment company. We expect to earn profits with assets of Sony in the field of content, technology, and brand," added Tear as reported by the Times of India and quoted on Wednesday (07/12/2011).
Sony Ericsson's current focus on developing Android handsets. But their sales cover only 8.5% of total sales of mobile phones 'green robots'.