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Sony Ericsson brand transitioning to Sony in mid-2012

News by Dan Seifert on Monday December 05, 2011.

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When Sony announced intentions to buy out Ericsson's share of the companies' joint mobile phone venture Sony Ericsson in October, we knew it would be only a matter of time before the Ericsson was dropped from the company name and we saw smartphones with just the Sony brand on them. According to a Sony executive speaking to an Indian newspaper, it looks like that will happen in the middle of next year, at which point Sony will focus on smartphones with its own brand.

Sony intends to sell only smartphones and will not produce feature phones, which falls in line with the plans that the company announced with Sony Ericsson's Q3 financial report in October. Currently, Sony Ericsson only produces Android smartphones, and it is likely that this pattern will continue under Sony's sole leadership. The mobile phone division expects to have more marketing support and backing from the main branches of Sony now that it is 100 percent owned by Sony and not in a joint venture.

The buyout of Ericsson's share still has to garner approval from regulatory bodies, so the rebranding cannot occur until that is complete. Sony expects to have the division fully rebranded by the middle of next year. [Times Of India via The Next Web]

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Dan Seifert
Dan is MobileBurn.com's Editor-in-Chief. Based in Poughkeepsie in New York, Dan can be found on Twitter as @DCSeifert.

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