Sony Ericsson is considering tapping into
Sony's Play-Station and Bravia television brands to create new ranges
of high-end handsets.
"Its an area of possible future activity," said Miles Flint, president of the Swedish-Japanese handset market.
The
company, which is50 per cent owned by Sony, is already producing a
Bravia-branded handset with mobile television capability in Japan, with
operator NTT DoCoMo.
A PlayStation phone was also a possibility,
said Mr Flint, although he stressed the technology behind such a device
was still some way from being perfected.
"We need to make sure
that it is a credible phone, and be sure we are justified in putting
that identity on it," said Mr Flint, who will step down as president in
November.
Sony Ericsson has successfully used Sony's Walkman
music brand and CyberShot camera brand to create handsets, favoured by
young, aspirational consumers.
The strategy has helped the
company more than double margins in the last three years, going from
number five to number four in terms of global market share of handsets.
It is under pressure to update its portfolio in the face of new products from Appleand Nokia.
Source: Financial Times