Sony Ericsson Shows Power Of Collaboration

Last week the media and marketing blogs were filled up with the news that Microsoft and Nokia had announced a strategic alliance that will replace Nokia’s Symbian with Windows Mobile. Quite rightly this is a big deal – the potential for a massive new development to challenge the march of Apple-Android in high-end smartphones. But some brands in this market already seem to have collaboration within their DNA.

Sony Ericsson for example – having initially had great success with the Walkman phone is now looking to introduce a PlayStation functionality into their new Xperia. This is such smart partnership activity, bringing all the postive values and heritage of PlayStation (and therefore consumer trust and appeal) – into a solid and quality mobile. Sony Ericsson has even appointed a new senior management position to focus on developing and managing further 3rd party collaborations. Joakim Nelson is Sony Ericsson’s Head of Industry Collaboration and Asset Management. In a recent interview with Informilo he sets out a clear philosophhy for collaboration. For Nelson and Sony Ericsson its about being open – and understanding not everything great has to be done in-house. Over the past nine months they have investigated partnerships with more than 300 small young businesses and are now looking to build contracts with 15 of them – looking to invest and take some ownership of partners technology in areas such as cameras, sensors, wi-fi and applications. The process alone shows a massive commitment o this kind of collaboration. For Sony Ericsson partnerships and alliances are a fundemental part of their innovation process – from Silicon Valley to the Far East, from Europe to Africa. Its an impressive approach and a competitive advantage that is as important to them as their brand, marketing and technological strengths.

For more information, see Benchstone Marketing Limited.

Author: Andrew Armour

Andrew Armour is a marketing and media professional, a specialist in business partnerships and the Founder of the consulting business - Benchstone Limited. His career spans from the UK music industry to the America's Cup, from winning agency pitches to securing key digital content deals. He is married to Viv, lives in Hampshire and works in London.

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