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Sony's Brave Call on Handsets
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Sony''s effort to buyout Ericsson's 50% stake in Sony Ericsson comes at the right time says Simms. There is potential to integrate all of Sony's products in music, movie and games to its tablet PC's and smartphones. And the joint venture with Ericsson is now outdated, only serving to slow down decisions. The problems Sony will have to overcome to do this is larger investments in new smartphones and a new strategy. Sony Ericsson racked up losses till 2010 when a shift to smartphones helped to make it profitable. Strategy Analytics estimates Sony Ericsson's share of the global smartphone increased to 4.1% in the 2nd quarter 2011 from 0.6% in 2008. Sony needs to increase its share of global smartphones to improve margins. Sanford Bernstein estimates Sony Ericsson's operating margin in 2011 will be 0.3%, compared to HTC's 15% and Apple's 40%.
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