While reading blogs online, I came across Sabrina’s post on the Sony Ericsson Experia (https://blogs.ubc.ca/sabrinatang/) and I found her analysis and the videos she uploaded intriguing.
I agree that Sony Ericsson is trying to position themselves “as a more simplified and easy to use smart phone while still containing all the qualities other smartphone has…” Moreover, their target market seems to be all the gender segments (Toddlers to Seniors). This is logical as the cell phone is a necessity to any person nowadays. With simplicity and user-friendliness as the theme of the Xperia X10, the smart phone appeals to all of their target market.
In regards to the classification of the smartphone industry, I have a different view. I would classify the smartphone industry as an oligopoly because the industry is dominated by a handful of large brands – Apple, Samsung, Nokia Blackberry etc. I would place Sony Ericsson in the high price, high quality category on the position map; however, the low price of this phone seems to be out of place. The low price may boost their sales of this phone, but may also damage their brand as well (for those who aim for uniqueness and prestige).