Handset maker targets high-end to reverse recent market share decline.
Sony Ericsson's closely watched high-end phones, Satio, Anio and Yari, will be globally launched over the coming weeks, the handset maker said Friday.
On the Swedish market, Satio will start selling on Oct. 16 and Aino on Oct. 14, while Yari will reach stores this week, the handset maker said.
Sony Ericsson press spokesman Mattias Holm told Dow Jones Newswires that the new phones will start selling on all major Western European markets at about the same time as in Sweden, adding that they will be launched on a global scale in the coming weeks.
Sony Ericsson has seen an especially good response from retailers and consumers on the Satio phone ahead of the launch, he said, and added that all major operators on Sony Ericsson's main markets will sell the phone.
Analysts have said the new phones could help Sony Ericsson improve its market share, which has declined partly due to its lack of high-end offerings. In the second quarter 2009, the company's market share fell to 4.7% from 7.5% a year earlier, according to research firm Gartner.
The Satio phone has a 12-megapixel camera and allows users to download a wide range of applications, while the Aino offers high audio and video quality and the ability to integrate the device with Sony's PlayStation 3 console. The Yari is an advanced gaming phone.
Sony Ericsson is a joint venture between Sweden's L.M. Ericsson Telephone Co. and Japan's Sony Corp.
At 0855 GMT, Ericsson shares in Stockholm were up 1% at SEK70.60, against a 0.5% rise in the broader market.
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