Sony Ericsson moves into no-frills mobile market with triple launch

Sony Ericsson, the mobile phone manufacturer best known for its high-end music and camera phones, is taking an aggressive step into the no-frills market with the launch of three easy-to-use handsets.

The company, which revived the iconic Walkman brand earlier this year, will launch the Z300 before the end of this year, followed by the J220 and J230 in the first three months of 2006.

The launches will be supported by a high-profile marketing campaign that is likely to feature the basic models alongside Sony Ericsson’s top-level handsets.

The company hopes the handsets will appeal to people looking for an aspirational brand but a simple mobile phone. It has operated in no-frills areas in the past, but these launches spell the most aggressive push into this market yet from the company.

Vice-president of product marketing Steve Walker says/ “Perhaps as an industry we might have concentrated on the high-end phones, but we have realised that there are still parts of the market that are saying they’re not ready.”

Sony Ericsson brought back the Walkman brand in August with the launch of the W800i. The phone can store 120 songs and the launch was backed by a major marketing campaign. The company also signed up Jamiroquai frontman Jay Kay as the phone’s global brand ambassador.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here