Moderator: users Hello everyone, Welcome to the Sohu chat room guests.
Today we live interview about the theme of the 2007 New Sony Ericsson, Sony Ericsson yesterday announced in Beijing on 8 new record, before Sony Ericsson is not never been, and we are very honored to go to the Sony Ericsson and China's Government, Mr Ning Shuyong, vice president of public relations talk about the new Sony Ericsson some of the topics.
Ning Shuyong: Thank you, Sohu mobile channel and you friends, This is my fourth or a fifth to Sohu.
Moderator: You are an old friend among Sohu interview.
Ning Shuyong: Yes, yesterday evening, finished his new product, we first a time to talk about Sony Ericsson's new Sohu and future planning, and users are willing to share topics of interest to you.
Moderator: first of all rather always with us about Sony's announcement yesterday, some of the exclusive official message.
Ning Shuyong: Yesterday was the Chinese Lunar New Year before the cell phone manufacturers release new products is the first Sony Ericsson, and we breath released eight of eight mobile phones and accessories, which in our history, our 2006 and other and so on, until 6,7 year new models this year, released the breath to 8, shows the strength of our scientific research, the expansion team, also reflects the pace of growth of our Sony Ericsson, but also to bring new consumers experience. We also have conference this year, this is only part of our pre-release products only, where the edge of what is exclusive if anything, the Sony Ericsson Walkman continue to strengthen its own music series, we look at my hands W888C, International the name W880, in China called the W888C, it reflects the design of Sony Ericsson new product ideas, in fact, this phone is very thin, 9.4 mm, Sony Ericsson Why do thin it? If we are so concerned about Sony Ericsson, Sony Ericsson from 3,4 started years ago T618 is the world's most compact mobile phone, we are pursuing is a combination of size and performance, we will not because it is small to sacrifice good features, this is a good balance, Sony Ericsson mobile phone division is a direct report to Vice President , the former R & D staff do a great phone, to the design department staff said, you design the appearance of it, and now Sony Ericsson is upside down the whole design concept, we say that consumers like what kind of phone, I told R & D department that you can only do so much, how long, how wide, how thick, within this range all the features, technology came out, including the president, I will personally go to each product design. from product design is also company is very important, Sony Ericsson has a unique design language, and some companies are so thin, Sony Ericsson's design language is very simple, it is simple, that is, half a step faster than the consumer awareness, to call your sixth sense head in his hand there is a feeling of blurted out, so you love, the keyboard has a heart of love, this feeling.
Ning Shuyong 2007 Sony Ericsson introduces new ultra-mobile
back to do it or not This book is concerned, Sony Ericsson seeks the integration of function and design, look back to this product, Sony Ericsson, the direction of product design and function to achieve real change is a greater sense of thin basis functions that are not loss, which is the product, released yesterday, a point. Another point, there are friends in the media yesterday, noted that Sony Ericsson has always been a high-end brands, there are four of this eight is the low-end brand, Sony Ericsson want to do a full range of brand, or do high-end brands and products, but low-end products because some consumers after another he hopes to also enjoy the products of which Sony Ericsson's product performance, design, and brand brings something and low-end products, so we will also extend to an extension of Sony's good stuff out, so that more people bought, such as the W200 this product, music machines, a lot of people from high-end machine to the W200 W958c this entry-level, we hope that students, etc., do not want to spend a lot of money on the phone who can buy this great phone.
so if the media are very concerned about Sony Ericsson or Sony Ericsson's consumers will be concerned about these changes, and this is our exclusive news.
Moderator: The latest Walkman phone W888, compared with what kind of features previously?
Ning Shuyong: my hands have a table that has a lot of features, first of all music, it uses a Walkman2.0 player, it has a TRACKDIM, you walk in the street If you hear a piece of music sound good, click to record, and then send back the information will tell you What song, what people sing, whether Love, to download, this kind of music experience to bring you is a pleasure, where the edge of many functions, Sony Ericsson mobile phones and computers connected to the desktop accessories, and 200 megapixel camera, there are full-featured browser features HTM, PC replay JAVA2.0 these, there is Bluetooth, basically you can think of, should be said that the more powerful Sony Ericsson little confusion between what are achieved. I feel it is above all a multimedia mobile phone, music phone, but also camera phones, while the phone is not isolated, it will through its annex, and computers, and other mobile phone to share music and pictures, but also let you capture the moment like something.
Moderator: Sony Ericsson Walkman was first released in 2005 music phone, music phone craze has opened up in 2006, also went to the harvest, but we also see a lot of big companies have entered the mobile phone market Apple also released earlier this year it's Ipod, at the end of the year to be listed may be listed in China in 2008, in the face of this situation, Sony Ericsson's music phones and other music phones, what kind of difference, a simple and friends talk about.
Ning Shuyong: Sony Ericsson is to create and lead the music phone category, and are honored in the past few years through the improvement of products, we've sold out of the 20 million professional music phone, not said that the phone can play MP3, so for too much, then the million, and professional music phone has 20 million, of course we know that, since music is a big consumer market, so competitors will not stand still, we see a lot of competitors in the large-scale investment in this area, whether it is product development or market.
the latest Sony Ericsson mobile phone
07 In comparison, Sony has the advantage that we have adopted Over the past two years of operation have great consumer groups, more than 2000 million consumers. The second is to say its Walkman branded music brings the convenience and experience, this convenience, including easy listening on the phone, including the music is easy to obtain, including its quality, not just music phone, Sony Ericsson music phones should be noted that a variety of accessories, headset, and download a number of annexes attached to, say Walkman brand itself should bring our unique strength in the field of music occupy a good position. We also continue to develop more and better features leading this market.
For example, say we were in Shanghai, Music 3.8 mm jack put the speakers in the field above the plug, making the opening music, the mobile music has been strong enough to meet the general, and even a little high demand for music enthusiasts, and its sound quality, in addition to behind the Walkman brand to bring audio-visual resources and enjoy the outside, we must pay attention to the Sony Ericsson music accessories, headphones, desktop support devices, we are also very unique in this respect is far less competition than the.
Moderator: Speaking of attachment issues, just seen a news, online map or a simulated design, Sony Ericsson's first patent base, the base of music phones, may have many interfaces, the same as the small computer and can be extended to introduce the situation in this regard.
Ning Shuyong: Yesterday we released the inside to release a music stand, the base and the computer is connected, mobile phones can be easily synchronized, charge, and even PC computers to share something, I do not know the specific means What, if users are interested can tell our website, we take a look, give you the final answer.
Moderator: Yesterday, Sony Ericsson also released video phone products in 2007, is the K810, K800 this machine, and last year's What progress between or significantly different?
Ning Shuyong: First appearance is not the same, or 3.2 million pixels, it is more handsome appearance, smaller, speaking from the functional should be Sony Ericsson, this is the third paragraph Cybershot phone, speaking from the sequence, it is better than the K800, a product, it's shooting quality, sound quality, including our pictures in China, can not blog, these features are further increase.
Moderator: Ning predict the total for the users who will be the trend in 2007 which mobile phone hot?
Ning Shuyong: Single from the product point of view, should say 3G in sight, on the application and functionality is hot , cell phone hardware manufacturers will not say all are leading many of the key mobile phone software, and who has more killer, who will become the focus of the majority of users, the phone is like a small computer, like a lot of things can be installed, you can unload a lot of things, the original tradition that we can not buy for a mobile phone which is, in fact, it is able to change, Sony has a software download service, providing you do not regularly download new software, through the GPS, mobile phone original The software will be updated, will be protected. This is the direction from the product in terms of large, such as GPS positioning, location services, e-pay for these, including us and the great provincial operators, able to see through the phone major traffic intersection traffic conditions, can know the block or not block, will be more fun, there are many business models in it.
another, from the point of view the development direction of mobile phone, music is a mainstream, TV mobile phone or DV mobile phone, and more still a bud or concept stage, may still be in the standard-setting or pre-warm-up phase, will not form a large mainstream.'s I think it is great this year's main mobile phone category, camera has become one of the standard can not be called, but the pixels will increase, the mainstream last year, 200 million, 300 million to 500 million this year, but we also think that Sony pictures are not just blindly put depends only on the pixels, the phone camera to capture the moment more and more consumers how to be more easy to use and easier to share with others, its memory, its battery, which means to share with others, Bluetooth, infrared, data cable These should be easy to use.
direction of development of the basic cell phone should be streaming video from a static image to go to, you may need a process. from the industry is concerned, China is probably now a brand in nearly 50,60, with the the intensity of competition, with lower average selling prices, with the industry from adolescence, maturity, now or in the period of rapid growth, but it is relatively time into the period of rapid growth, like many of our great agents, from the sub- This channel in terms of sales, from the original country package, and later to the provincial package, to large regional distributors, has been the emergence of direct supply to large, direct sales model, to our operators in the chain, the role of these more powerful, so the whole industry, manufacturers, service providers, operators of a lot of content to third-party application developers, to the realm of ordinary consumers, the brand more and more, competition has become fierce. a general direction is from the original call functions in turn to a multimedia consumer electronics terminal, you can call, you can take pictures, listen to music, watch television, play a lot of things, life and health will also introduce some things, such as the measures the person's body temperature, heart rate, Some phones can measure running speed, heart rate, seems to be a master of the consumer electronics end.
Moderator: Before you talk about a trend that is increasingly not just the appearance of mobile phone competition, but there software to allow consumers to have more fun playing, that you can no longer talk about in depth.
Ning Shuyong: course design is very important, we Chinese are very fond of beauty, beauty of the heart human, very nice design a good product will sell, there will be many consumers like it, I said cell phone hardware, such as the phone's shell, is a common technology such as GPRS, we have to master, including the cell phone case , so that the shell is designed as a shell, so that although the hardware is also a lot of things the existence of difference, but not the most important points to win, and more on the phone such as W888, how I can be more relaxed and enjoyable get music, download it, can be very easy to use, to use, I felt very good, the experience finally brought joy to the consumer, this is the most important. handset has become a communication terminal of the connector, it will and computers, and wireless server will have a lot of connections, cell phone navigation services as well, may need to carry out credit cards later, and solve security problems, the phone can be recognized on the tool, you can e-payment functions. But that does not mean call no longer important, after all, mobile phone, it must first meet the needs of all phone calls, voice will always be the core of the idea, draw a circle, the core is the voice calls, which shows that many of these services, For instance, some people want music, and some people to take pictures, and some people want to target, and some people have to pay.
Moderator: Now we get a message that China's TD-SCDMA network will be used to the second round multimedia application testing phase, there are signs that 3G licenses issued this year is about to Sony Ericsson in the domestic TD mobile phones, what kind of investment and planning?
Ning Shuyong: We are also concerned about China's TD-SCDMA progress Sony Ericsson is currently speaking on the first, we focus on WCDMA, TD-SCDMA we are still on a wait and see attitude, did not form a business decision. This is related to a market and business opportunities on the inside, but is also related to a company's strategy, Sony Ericsson just based on the heels, we should first of all to play their best at something, if I am everywhere, what do you play, you may tend to the results I have created to destroy, a new product, a new market, the entry of a new technology, With the huge business opportunities, will be accompanied by considerable risk.
Moderator: We go back to products that look, we see that Sony Ericsson announced eight new aircraft are straight machine, a few years, Sony Ericsson's models give us the impression that the simple candy bar machine shape, the folding mobile phone in the other, slide them, what kind of plan?
Ning Shuyong: This is a good observation on the design .
Moderator: We go back to products that look, we see that Sony Ericsson announced eight new aircraft are straight machine, a few years, Sony Ericsson's models give us the impression that the simple Candybar shape, the folding mobile phone in the other, slide them, what kind of plan?
Ning Shuyong: This is a good observation on the design. In fact, popular in China for some time folding machine, and later with the T618 Sony Ericsson candy bar machine there, some media have written a straight crazy this argument, of course, like the slide, there are other phones have a variety of exterior appearance of the existence, for the Sony Ericsson is concerned, we are more important how to design a product to serve its functions, to serve its application, we also have folding machine, but also the slide machine, is not a new design of the way there, to wait out the specific product.
Moderator: Sony Ericsson P-Series mobile phone has been in the country have many supporters, but due to the delay of P990 in the country the issue of 3G is not listed in the mainland, causing many consumers regret, 3G in 2007, the domestic situation is still not very clear, Sony Ericsson will how to deal with, we know that many models of Sony Ericsson's 3G mobile phones because of this problem is not in the domestic market, in fact, many consumers are really looking forward to.
Ning Shuyong: Yes, I have also used P series phones , P series phone is a high-end mobile phones laying the image of the past, because of the limitations of research and development, we focus on the end products, music, video, along with corporate finance, a solid market position further, Sony Ericsson also increased smart phones and entry-level phone input, specially set up entry-level mobile phones and smart phone R & D R & D department, so the smart phone, we can have more to look forward to.
Moderator: I know Sony Ericsson global sales in 2006, a record 74.8 million handsets, compared with 2005 increased by 44%, resulting in such a huge growth in the most important reason that you talk to us.
Ning Shuyong: the most important reasons, highly competitive consumer electronics, the most important or innovative products, with a good product, good after sales, and good strategic cooperation partners, would have a good harvest. read more than ten years Sony Ericsson Road is concerned, we first created a video phone, followed by music phone, give us a big sales increase, I feel the most important products are encouraged to go out in style in marketing with strategic partners win-win model of cooperation between that obtained in the global growth of Sony Ericsson. Of course, from the Sony Ericsson Globally, there are a lot of people from the inside in terms of factors, Sony Ericsson in China, the London headquarters of a lot of people are very diligent, very passionate , had thought that the Europeans do not work overtime, but the Sony people have a special gene, they have a great passion, the work showed great enthusiasm, as in London, overtime is a normal thing to see, so these people would like to The idea to get things done, so that Sony Ericsson has great strength, good products, and cooperation partners, a number of unique and elaborate way to make our products and brands in the world quickly pave the way down. After five years struggle, we have gone through three phases, the first stage is called profitability, steady growth in the second phase is called, is a challenge the first three goals.
Moderator: Sony Ericsson said on many occasions to various 2008 global goal of the first three, in 2007, what strategies and measures will be taken to continue to maintain the current speed increase?
Ning Shuyong: We have a global market share to 8% more, should be said that in the past few more rapid annual growth, in order to try to win the position of the world's top three, Sony Ericsson has done a lot over the past few years, investment in, such as in research and development, including in China's strategic layout, human resources, in marketing, brand investment this has increased a lot. Our goal is to make the top three, but we never stare at what our competitors are doing what we do, we have our own set of patterns and business goals, if we are hard working, If the number of conditions are suitable, to achieve our business goals will naturally become the top three.
Moderator: Sony Ericsson in the 2006 entry-level, simple put a great deal of effort on the series, including the angel sister endorsement, but also a national tour, the year count down if satisfactory results? is still low-end handsets in 2007 to continue the hard work?
Ning Shuyong: You just mentioned the low-end mobile phones, from the entire line of products is concerned, our low client machine is the angel sister, a music phone with David Tao, but also by the majority of consumers will welcome the launch of Sony Ericsson .2007 momentum of the more violent action, will continue to increase our brand awareness, penetration, all These are all around a good product, if the product is poor, regardless of you who, no matter what, in fact, what will not be effective.
Moderator: How do you think the entry-level mobile phone users to grasp, what aspects can grasp the user?
Ning Shuyong: First, we do not super low, and the other we are also based on a number of design features on the phone, including our mobile phones, released yesterday, including FM, including a key picture .
Moderator: Sony Ericsson mobile phone production capacity in the world there will be a new layout, the other as a significant market share growth, whether the protection of product quality ready?
Ning Shuyong : in terms of global production, Sony Ericsson is the use of their own internal production and outsourcing in two ways, and strive to find a balance, the only production base in Beijing, in China the production, if coupled with China's outsourcing in China production of mobile phones accounted for two thirds of global sales, should say that China is Ericsson's global strategic base, China also has research and development, procurement, design, China is the only all-as one of the market. consumer electronics products, quality is the first one, if quality problems, like a human heart out of the question, so Sony Ericsson has a strict quality control system, president of the quality of the internal regulations issued in person, etc., in terms of quality spent a lot of work, including internal but also promote a sense of quality, attention to quality of internal corporate culture proud.
Moderator: preparing for production will have some new investment plans, as Sony Ericsson's market share to fight for the first three, in fact, it may In 2007, 2008, in need of a large annual capacity growth.
Ning Shuyong: this is there, we further expand the production base in China, there are some specific details in the future we may also gradually release out in China, production capacity, production plants, production lines, personnel are constantly growing. capacity for speaking, not just the factory number of production lines, one to produce the number of mobile phones, from the upper reaches of the product planning, procurement, parts procurement, to production flexibility, Sony Ericsson in recent years has accumulated a lot of experience. Our factory this year in the global President's Award which also won the Quality Award, production flexibility, according to demand deployment capabilities. This is the Sony Ericsson Why in-house production and outsourcing, but also because as soon as possible to support the products listed on it.
Moderator: Soon, in the February 12, 3GMS Conference held in Barcelona, Sohu will be sent a reporter to the scene reported that there are three Sony Ericsson phones in the current nomination list, respectively, W810 and W950, there is a K800, Ning total predict, Sony Ericsson General Assembly in this session 3GMS show whether there are goods?
Ning Shuyong: Sony Ericsson exhibition every year there are some goods, 2004 In this year we won the award on the General Assembly in 2005, won the world's best Z800 3G mobile phone prize, such as mobile phones such as the K800 camera phone in the world there are absolute influence, but also a typical representative of the global music phone, I feel at least get a prize.
Moderator: Speaking of Sony Ericsson brand, we can see the rise in China, Ning is the best overall can be said to witness, it should also be said that in which put a lot of effort, surface impressive performance in 2006, rather what kind of feelings there?
Ning Shuyong: Many of our employees come from many large enterprises, the work in the original work units are stable, is talented, sales star , we went to Sony Ericsson With common dream, after years of hard work, keep our noses to dry from one thing, now we can finally relief, his face a bright smile, because the company after five years of construction has the absolute global handset market in which to lay his own position, may still be before the fourth, fifth among the swing, the last year has accounted for a very solid fourth in the world, with the company's product research and development capabilities, more people to join, with experience in the industry, where the accumulation of Sony Ericsson's technology and multimedia entertainment for more technical support, we should talk more confident than before, even our financial health, people have more confidence, the company's share stronger market position, there is a more solid platform to move forward the second step, third step, which is a feeling.
few years ago, probably in China four years ago, we unknown more than 50 brands which we ranked 27th, and now we stand in the third stable, fourth place, in Hong Kong, we are second, close to the first position, is the third, the first the sum of the market share of four, who is sure you know the first, the second is that we are now in the UK, Greece, Slovakia these markets we are number one in the UK market, Sony Ericsson is the first, we Some of the market which is the first, some of which is the second market in southern China, we have, and third place, anxious to play war, one last look at the third position has been competition for a long time, we have Sony Ericsson are confident that we will not lose sight of our competitors will not see them doing more of what we need is more of what consumers, what the company can provide a good product, good service and good applications to consumers, and this is the status of the company.
Moderator: Ning has just told us the total number of Sony Ericsson exclusive news about the Sony Ericsson also some progress in the development, then there are a lot of friends, they Sony Ericsson brand is quite popular, but also raised many questions and suggestions to us now rather the total number of users to answer the question. a large part of users of Sony Ericsson in 2007 when new listing, price is of considerable interest , there is a listing of users when asked W610, the price is much, W200 will not listed in February, about how much the price.
Ning Shuyong: product specific time to market, I do not have detailed preparation, is very Simple, check yesterday's release, there are specific dates, in general, from publishing to Sony Ericsson's new shorter and shorter time to market, the latest of these two products will be listed in the second quarter. like the K550 this product should be before and after the Spring Festival on the last of the.
Moderator: There is a netizen's question, he felt released by Sony Ericsson is the new machine stage are relatively strong, rather than that every month there are other brands that launch new products, they may Sony Ericsson will find intense competition in the era of this market to the other?
Ning Shuyong: This question raised a good, tell the users to fully care for Sony Ericsson, Sony Ericsson is not the month in the annual 2,3 release products, in January we have already released a mobile phone, two annexes, in February made this announcement, 3,4,5 month, or the first half of this year there will be a very important release, Sony Ericsson's products the widening of the product will be announced and time to market and competitors change the dynamic introduction of new products, short product more and more time to market, shorter waiting time.
Moderator: also talked about a friends I have just asked a question on the phone straight machine, he felt more Sony Ericsson candy bar machine, flip the less, he asked, or rather always like to flip the candy bar machine?
Ning Shuyong: I usually use four or five phones, I have a candy bar machines, only half-fold, but also slide, I feel every phone has the characteristics of each mobile phone, such as 3G, there are many circuit applications , folded with extended, open interface is very long, very long to do music phone is not very good, or look at applications and personal favorite, it would not collapse is now popular, there are many new elements in the event.
Moderator : The friends talked about R & D localization, Z530 is Sony Ericsson's first in the domestic R & D products will gradually after the R & D is not localized?
Ning Shuyong: Yes, this W610 and K550 are R & D in China, Sony Ericsson has developed three products in the country.
Moderator: Consumer Association set up a cell phone recall system may be a consumer rights issue, how do you view this issue?
Ning Shuyong: Sony Ericsson's position has always been actively cooperate with the Chinese government is, the industry sector, service consumers, in the associations with the recall system, we certainly will actively support.
Moderator: how do you think Apple phones Iphone, Sony Ericsson will have to ask users develop keyboard phone?
Ning Shuyong: should say that we do not want to evaluate competing products, each product has the characteristics of each product.
Moderator: Sony Ericsson out of the market in Japan some very beautiful, some of the high performance mobile phones, such as some recent perfume flip phone, there W42S, looks very special, very attractive, these machines listed in the Japanese market, the introduction of no plans in the country, the problem Ning is always how to see?
Ning Shuyong: We also like our other international markets for some products, but because research and development reasons, as Japan's standard technology to China if you want to change the GSMGPRS, tantamount to a demolished the house and then re-cover, designed not necessarily the one who looks after, that the thickness of the two markets, two technology, consumer habits have contributed to this difference. of course, Sony does not just say to that kind of product market design , to the market design the product, we also provide mutual reference, after all, we are a global company, knowledge sharing, our designers will put in Japan, Korea, China, including Hong Kong, China on the other side of the fashion elements phone up, more of a sharing of knowledge and skills, in more products to make it. For example, like this product, this is a global research and development of products, but also from the Japanese side has a GSMGPRS dedicated research and development, In fact, Japan does not have GPRS handsets, this product in North America, China has, there are a lot of reference, the design idea is not completely fixed.
Moderator: Today we have a lot of the issues mentioned topic, as a matter of time, What else would you want to say to our friends, and finally to sum up.
Ning Shuyong: 2006 years later, we're going to usher in the Chinese New Year, I am also here on behalf of Sony staff, thank you friends, thank Sohu our support over the past year, Sony Ericsson is still a growing business, we and our competitors may also not strong enough, we still have a lot to learn from others, to further improve their own areas, but Sony Ericsson has been adhering to the culture of innovation, the idea of doing fine, we will continue to carry forward the past in music, video, mobile sequences of these products, the spirit of innovation and leadership in the entry-level products will have a new breakthrough, and more effort. We want to do before three, but the more we want consumers to use our product, see it will like it, feel very comfortable with it, there will be a smile from the heart or the feeling of pleasure, through a small phone, to your work and life more fun in many ways, once again thank you, I wish you a Happy New Year, good health and good luck.
Moderator: We also wish Sohu Sony Ericsson mobile phone channel grand plans in 2007 the introduction of more consumer products like mobile phones, Xie Xiening total.
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