Sony Ericsson Mobile Communications (China) Co Ltd has vowed to seek further expansion in China's lucrative handset market through building up its brand as well as consolidating its businesses.

"We strongly believe that by continuing to combine all our forces we will achieve our vision of becoming the most innovative and attractive mobile brand in the market," said Roger Ericsson, president of Sony Ericsson Mobile Communications (China) Co Ltd.

"We have completed the first phase development and are entering the second phase," he said.

Sony Ericsson opened its new China headquarters office late last month in Beijing, which marked the start of the second phase of its growth in China.

According to Ericsson, their total investment in China so far has reached 500 million yuan (US$60.2 million).

And it became the number one exporter in Beijing in the first half of this year.

Company sources said that the company is aiming to raise its production in China by 60 percent. Its plan for the next few years is to hire 350 more research and development personnel.

"We are very confident in our future in China," Ericsson said.

With three years in global operation and two years in China, Sony Ericsson has laid a good foundation for future expansion.

"A strong team, strong local staff, reformed distribution channels, expanded product coverage, improved customer satisfaction rate as well as a stylish and inspiring brand image are the driving forces for our development," he said.

The company last week also launched two new handsets to tap market demand - P910c and S700c.

The P910c smart phone offers consumers a top combination of phone, PDA, e-mail and web browsing on the move.

The P910c has the widest variety of input methods including keyboard, natural handwriting and T9, so that users can choose the most convenient way to access the phone's many functions.

Triple band GSM (global system for mobile communications)/GPRS (general packet radio switching) coverage gives a global level of freedom to use one of the smartest mobile communications tools around.

The S700c camera phone is equipped with an innovative swivel-opening design. It also offers a stylish and unique three way communication style: Photos capacity, browse and talk, or text and e-mail. The S700c also takes mobile imaging to the next level, featuring an integrated 1.3 megapixels digital camera for taking high quality photos.

Sony Ericsson's business in China was given a strong shot in the arm three months ago, taking control of the newly established Beijing SE Putian Mobile Communications Co Ltd, a joint venture mobile phone manufacturing facility.

The JV last year sourced 5 billion yuan (US$602 million) in the Chinese mainland. It has now become an in-house manufacturing site strengthening global supply and shortening product ramp-up times.

Meanwhile, Sony Ericsson has also strengthened its global research and development capacity by expanding its China R&D Center into a global development unit.

(China Daily October 8, 2004)