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”.

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