Can Sony be a smartphone without Ericsson (Sample)

Can Sony be a smartphone without Ericsson (Premium)

Sony Xperia S is the first product from Sony Mobile Communications after Sony bought out Ericsson's 50 per cent stake in Sony Ericsson. Can Sony be a 'smart'phone without its old partner? Over the years, Sony has built a reputation for itself as a premium brand in the consumer electronics business and enjoys a loyal customer base. However, it needs to recreate the same aura in the mobile segment which was earlier run in partnership with the Swedish handset maker, Ericsson. It needs to establish its new brand identity as a mobile player in the minds of the consumers, who till now associate Sony with consumer electronics.