Sony Ericsson launches “greenheart” strategy

Sony Ericsson is strengthening its green credentials with the launch of a global “Greenheart” strategy and the planned introduction of two eco-friendly handsets in the UK later this year.

The Naite (pictured) and C901 Cybershot handsets, which contain a carbon footprint calculator and are made from recycled plastics, have been unveiled in the US with the aim of helping reduce the company’s carbon footprint by 20% by 2015.

Sony Ericsson UK marketing director David Hilton says it is planning to launch the handsets in Europe during the fourth quarter of the year, with “others to follow”.

He says the marketing plans around the two handsets are yet to be determined, with integrated agency Iris to oversee any activity.
It follows Motorola’s US launch earlier this year of its own eco-friendly handset, the Moto W233 Renew, which uses recycled water bottles in its plastic casing.

It is expected to make its European and UK debut later this year, as part of wider plans for its global launch, but a retail partner has yet to be announced.

One telecoms executive says the green push is a big trend among handset makers and predicts that such handsets will be “the norm” by the middle of next year.

Meanwhile, Sony Ericsson is planning its “largest ever marketing campaign to date” in a bid to reposition itself as a communications entertainment brand.

It will invest £7m in marketing three handsets – Satio, Aino and Yari – to be launched in the fourth quarter of the year. Hilton says the phones have been touted as the big hope to reposition Sony Ericsson as the “leader in communications entertainment handsets”.

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