But it will be less than two years in Office

He is a man of Ericsson chose to try to straighten the fifth manufacturer of mobile phones in the world, Sony Ericsson, but it will be overseen by the great patron of Sony, Howard Stringer. The joint venture owned parity by the Japanese and Swedish groups yesterday announced that Bert Nordberg would become General Manager of the constructor October 15 to replace Hideki Komiyama. Howard Stringer was, he appointed non-Executive Chairman in place of Carl - Henric Svanberg, the CEO of Ericsson share in BP to the end of 2009. Officially, it is a "managerial smooth transition", as the release of the group.

Aged sixty-six, "Dick" Komiyama part in retirement. But it will be less than two years in Office. Because, since his arrival, the situation of Sony Ericsson is seriously degraded. At this point the rumours underway on a possible recapitalisation of the company. This pure product of Sony arrived in November 2007 at the head of the mobile manufacturer with mission to the corner of consumer electronics. Missed. In the first half of 2009, the operational loss recorded by Sony Ericsson reached 636 million euros. And in a year, 2,350 employees left the company. On the only second quarter, the number of phones sold by the group fell by 43 over the same period of last year, while the mobile market declined by 6 in the same time. Therefore, in the world, Sony Ericsson points now in fifth position behind the American Motorola yet well point. Its market share plunged to 4.7 between April and June, 2009, that is half less than two years.

Out of touch screen

The crisis is of course passed by here, but it cannot explain everything. Cabinet Gartner attributed the poor performance to "non-competitive product portfolio" of Sony Ericsson. The manufacturer, who has long dreamed of resurrecting the Walkman brand relying exclusively on phones-Pocket device, "neglected trends industry currently most."Including "the telephones of keyboards qwerty for messages and emails, the Internet and the geolocation connections", says analyst Carolina Milanesi, Gartner. In summary, the Japanese-Swedish is far behind the segment of "smartphones" - these smart phones-, the most dynamic at this time. Sony Ericsson always proposes not phone touch screen to its catalogue...

Manufacturer is today trying to remedy these shortfalls. It must get three new models by the end of the year, including a model with a touch screen and a mobile, called Aino, who will be able to access remote video content for the Sony game console, the PlayStation 3. The ambition is to make Sony Ericsson a "mark of communication and entertainment".But if these three models are not very fast, Sony Ericsson may miss the holiday of the year.

Bert Nordberg, who led the team of Ericsson Silicon Valley, is certainly aware of the shortcomings of the undertaking which it prepares to take the lead. In the release, he noted "the growing importance of open platforms, applications and content in the mobile industry. The Apple iPhone and the BlackBerry from RIM, Nokia and Korean manufacturers, the task of Bert Nordberg looks daunting.