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Uncertainty engulf Sony employees as possibility emerged that there could be cutsSunday, 26 February 2012
The divorce of Sony from Ericsson was already realised about two weeks ago and Sony Mobile will become the part of the big Sony family. Focus on quality and content will not come cheap. But with Sony’s strategic power, there is the chance that such will not be a big deal for the company.
But there uncertainty as to when the company will bring out something that will keep its approximately 3,000 employees in Sweden busy. Faced with a large media posse, Sony Mobile was launched on Sunday evening, two new smart phones using Google's Android operating system, the Xperia Xperia P and U, which will be in stores from the second half of this year.
To stand out in a crowd of smartphones, the Sony cross-fertilization between different parts of its business use of content like music, games and movies and creating products that is unique to Sony.
“It feels like we have entered a business where there is a great ambition to succeed,” said managing director Bert Nordberg.
The idea is that Sony Mobile will compete with design and not by prices on the phones, as some of its competitors, have done according to Bert Nordberg. He thinks it is important to stand out from the crowd.
“There is intense price competition. But we refuse to give in that direction. We intend to invest in high quality. Our policy is to have great products with high quality. And it's not just a question of price, what you get in the overall package is becoming increasingly important,” said Bert Nordberg.
As recently as mid -February the divorce between Sony and Ericsson was finalized, which Sony bought Ericsson's half of Sony Ericsson for Skr 9.5 billion. The increasingly fierce competition in the smartphone market and the leaner times in the economy meant that Sony Ericsson reported a resounding loss in their latest quarterly report.
Sony Mobile has about 3,000 employees in Sweden, and so far they have been told that the company's major centre for research and development in Lund will remain.
Bert Nordberg remains in the Sony ticket and will be moving from London to Lund in April. But what will happen to the workforce where the future remains uncertain, he can not yet say for sure.
“Of course, when buying a company different synergies and strategies are considered. One can save a dime so but we must also possess the skills that are rather important for Sony Group. Any major drama will probably not happen, but I would not say that nothing will happen,” he says.
Therefore there could be cuts. – “Yes, it may be. It is too early to say.”
By Scancomark.se Team
Sony Ericsson celebrated its tenth anniversary last September. Then in October 2009 the company was led by the Swede, Bert Nordberg.
In the middle of February, Sony completely moved over from Ericsson and ownership changed and its name went back to the Japanese Sony Mobile.
The company has about 7600 employees. The Swedish operations are mainly conducted in Lund. Research and development is underway in Tokyo, Beijing and Silicon Valley.
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