Sony 2010 Annual Report Download - page 36

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33
Network Services
Sony has developed and launched Qriocity, a new online
service platform based upon PSN. Qriocity will connect many
of Sony’s network-enabled devices and allows consumers to
enjoy high-quality entertainment across multiple devices. The
first service powered by Qriocity is a video service that was
launched in April 2010 in the United States, compatible with
2010 model network-enabled BRAVIA TVs and Blu-ray Disc
players, as well as VAIO and other Windows-based PCs. Sony
will continue to provide customers with a variety of digital
entertainment content, while aiming to increase the value and
relevance of each individual product through such network
services.
SONY ERICSSON
For the year ended December 31, 2009, Sony Ericsson Mobile
Communications AB (Sony Ericsson)—a joint venture between
Sony Corporation and Telefonaktiebolaget LM Ericsson of
Sweden—reported year-on-year declines in unit shipments
and net sales, which resulted in deterioration in operating
profitability. This was primarily attributable to a downturn in the
global handset market, reflecting the global economy during
the same period.
However, Sony Ericsson returned to profitability in the
quarter ended March 31, 2010, principally as a result of efforts
during the preceding year to streamline its portfolio and shift
its focus to higher-priced models, and to improve its cost
structure.
Guided by new president Bert Nordberg, Sony Ericsson
commenced shipments of Xperia™ X10, its first Android- Xperia™ X10
powered communications entertainment device featuring such
signature applications as Timescape™ and Mediascape™, as
well as Vivaz™, a beautifully designed touchscreen Symbian
phone, during the quarter ended March 31, 2010. Both
Xperia X10 and Vivaz have enjoyed a positive reception from
customers around the world.
Sony Ericsson continues to press forward with the
transformation program that started in mid-2008, and expects
to realize the full benefits of related operating expense
reductions by the end of 2010. Going forward, Sony Ericsson’s
focus will continue to be on returning to profitability on an
annual basis, through continued transformation of its product
portfolio to target mid- to high-end open operating system-
based models and by providing the consumer a superior user
experience.