Sony Ericsson launches Entertainment Unlimited, Reinforcing its Position as the Communication Entertainment Brand

Entertainment Unlimited builds on Sony Ericsson’s leadership in music, imaging, gaming, content services, and applications to deliver unlimited opportunities for consumers to share experiences.

Barcelona, February 15, 2009
– Sony Ericsson today unveiled the next step in its evolution. The Entertainment Unlimited consumer proposition is the pinnacle of what the company has been working towards since the start of the joint venture in 2001 – the true fusion of communication and entertainment.

Bringing together rich content, unique applications and best in class entertainment experiences, the new consumer proposition is based around three key promises:

* Uniting best in class entertainment experiences into one offering such as the Walkman™ music experience, the Cyber-shot imaging experience, Java gaming and messaging integrated with services and applications.
* Broadening entertainment experiences by seamlessly integrating the mobile phone into other devices in the home letting consumers share and enjoy top quality entertainment content through a variety of channels including TV, PC and Hifi systems.
* Fusing communication with entertainment by removing barriers and offering unlimited sharing opportunities, multiplying the value of people’s entertainment experiences through a host of innovative web applications and Sony Ericsson’s unique Play Now offering.

Sony Ericsson is unveiling the W995 Walkman™ phone at Mobile World Congress offering the most complete communication entertainment package to date. The launch of this phone exemplifies the excellence that Sony Ericsson has achieved in both the music and imaging categories and enables the evolution into Entertainment Unlimited. The company is also showing a mobile phone under the concept name Idou* giving a glimpse of one of a number of projects that will be launched this year under the umbrella of Entertainment Unlimited.

“Entertainment Unlimited lets us reinforce our position as THE communication entertainment brand,” said Lennard Hoornik Head of Global Marketing and Vice President at Sony Ericsson. “Everything that we have done to date has brought us to this point - we created the music phone category in 2005 selling over 100 million Walkman™ phones and we are now ready to unveil the next chapter in the evolution of the company - Entertainment Unlimited - giving consumers unlimited opportunities to share their entertainment experiences.”

Idou encapsulates the future of mobile entertainment in the palm of your hand delivering visual communication like never before.

Capture moments, talk through pictures and share all your experiences like never before with the 12.1 megapixel camera, intuitive touch features and Xenon flash. Tap directly into your favourite videos and tracks with the full-touch media menu and feast your eyes on movies, TV-series and video clips in true 16:9 widescreen format. Based on what will become the Symbian Foundation operating system, thousands of applications are available online letting you install new applications and download exciting content from PlayNow™ to make the Idou truly yours.

Dick Komiyama, President, Sony Ericsson said, "Entertainment Unlimited is at the core of Sony Ericsson's philosophy, building on the strength of our great entertainment assets such as Walkman and Cyber-shot phones and our unique service and applications integration. Many of the strategic initiatives we've announced in the past year have laid the internal framework to launch this new consumer proposition to the market and Sony Ericsson is now ready to drive the next wave of market development with Entertainment Unlimited."

Idou will be available 2nd Half of 2009.

*”Idou” is a concept name for this phone and not the final name under which
the product will be marketed to the public.
© Sony Ericsson Mobile Communications AB, 2009.
The liquid identity, TrackID and PlayNow are trademarks or registered trademarks of Sony Ericsson Mobile Communications AB. Sony, Walkman, Mega Bass and Smile Shutter are trademarks or registered trademarks of Sony Corporation.
Ericsson is the trademark or registered trademark of Telefonaktiebolaget LM Ericsson.
TrackID is powered by Gracenote Mobile MusicID. Gracenote and Gracenote Mobile MusicID are trademarks of Gracenote, Inc

Sony Ericsson is a top, global industry player with sales of around 97 million phones in 2008. Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.

FOR MEDIA INFORMATION PLEASE CONTACT:
Sony Ericsson Global Communications & PR
Mattias Holm: +44 208 762 6065
General Press: +44 208 762 5858
E-mail: press.global@SonyEricsson.com
Product images: www.sonyericsson.com/press
Sony Ericsson Idou Specifications