Sony Ericsson sales jump eight per cent

Q4 revenue rises, but annual sales drop 40 per cent
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Sony Ericsson will hope that the mildly encouraging figures will be the start of a comeback after two horrible years.

Sales for the quarter were E1,750 million, a sequential increase of eight per cent and a year-on-year decrease of 40 per cent. The firm said the year-on-year decrease in units and sales was due to a downturn in the global handset market and a faster than anticipated shift to touchscreen phones in the mid-priced sector of the market.

Average Selling Price (ASP) for the quarter rose sequentially by five per cent to E120 due to a more favourable product mix.

Units shipped in the quarter were 14.6m compared with 14.1m for Q3 2009 and 24.2m for Q4 2008.

Sony Ericsson has spent the last two years re-structuring to try to re-capture some of its former glories: It shipped 103m devices in FY 2007 and had a nine per cent market share. It's now down to 57m units for a five per cent share.
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The firm has its global workforce by approximately 2,500 people to 9,100 by the end of 2009.

It also re-vamped its portfolio with hi-spec touchscreens such as the Satio, Aino and Xperia.

Bert Nordberg, President of Sony Ericsson, said: "The refreshed portfolio, coupled with the business transformation programme has started to positively impact our financial results...2010 will still be challenging as the full benefit of cost improvements will not impact results until the second half of the year, however we are confident that our business is on the right track."

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