Sony Ericsson backing Xperia arc with UK marketing blitz

After posting net income of €90 million, Sony Ericsson was at pains to describe 2010 as a defining period in the company’s changing fortunes.

Much of this turnaround appears dependent on its growing Android portfolio, since 9 million of the total 43.1 million units in FY10 shipped by the manufacturer carried the Google OS branding.

Hence, its Android range is going to benefit from an upcoming marketing blitz in the UK in order to “propel it (the company) back to where it needs to be”.

The Japanese-Swedish mobile phone maker is, therefore, set to launch the Xperia arc, its 4.2-inch touchscreen device, and will back it to the hilt with an aggressive campaign.

UK and Ireland managing director Nathan Vautier said: “Xperia arc is our flagship device from three key aspects – innovation, quality, and design. People look at us as a brand to bring those things to market. We’re doing that and we’ll be shouting from the rooftops when we release arc.”

Alongside a 1GHz processor, 8.1 megapixel camera, and the latest iteration of the Android operating system (2.3) on board, the arc features two pieces of cutting edge technology assimilated from Sony’s TV and camera divisions.

According to Vautier, “This is the first time we’ve had Sony’s BRAVIA and Exmor R on a mobile phone so this is a key step forward.

“We’re bringing key Sony technologies that only we have access to. We want to bring all these to life but we have to be very clear about them. The design and innovation we will demonstrate will put us back where we need to be.”

The BRAVIA Engine improves image quality, while the Exmor R sensor improves photo and video capture in low light.

[source: Mobile News]