Sony Ericsson enters S. Korea's mobile phone market

SEOUL, March 10 (Yonhap) -- Sony Ericsson Mobile Communications Inc., the world's
fifth-largest handset manufacturer, announced Tuesday the launch of its mobile
phone brand in the tough South Korean market.
The company said its premium touchphone "Xperia" will be released in March and
will be available only for subscribers to SK Telecom Co., South Korea's largest
mobile carrier. It did not disclose the exact date of the release.
"We are very excited to establish Sony Ericsson's presence in Korea and firmly
believe that we have the right product to offer to Korean consumers," said
Hirokazu Ishizuka, corporate vice president and head of the Asia Pacific region.
"Working closely with our strategic partner, SK Telecom, we will build the Sony
Ericsson brand awareness and increase our market share."
The handheld device, which was first released in Europe last September and in the
U.S. in November, has been a hit with smartphone fans worldwide as it features a
unique panel interface that gives users one-touch access to games, applications
and Web features.
Xperia has been specially customized for South Korean consumers to provide access
to a local Internet portal and their own personal computers, the company said.
The handset maker did not specify how many units of the product have been sold
worldwide, but claimed its global market share is around 8 percent.
With Sony Ericsson's entrance into the South Korean market, local manufacturers
Samsung Electronics and LG Electronics, both major players in the global mobile
phone market, will be competing for local customers.
Nokia, the world's largest handset maker, withdrew its business unit from South
Korea in 2003 after managing to gain around 1 percent market share.
ygkim@yna.co.kr
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