Sony Ericsson wins 2 Mobile Today Awards

Sony Ericsson won two awards at this years Mobile Awards that took place in London. Sony Ericsson's K800 won the best consumer handset award and Sony Ericsson won the best manufacturer. Way to go SE! Now dazzle us with new phones!

Award : Consumer handset

Winner : Sony Ericsson K800i

There was only ever going to be one winner for this Award. Sony Ericsson’s K800i Cyber-shot handset was the first 3.2-megapixel camera phone and has sold by the bucketload since launching last summer. And it still continues to hold the judges’ attention.

The panel said the K800i was ‘a great handset for Sony Ericsson’. ‘It has proved to be the top handset for a sustained period.’ The panel commended Sony Ericsson for its ‘professional launch’, with strong stock levels, low returns and good trade pricing. It also praised the manufacturer for successfully cementing the ‘phenomenal’ Cyber-shot brand in consumers’ minds.

As for the handset, the judges loved it: ‘The K800i does everything and it does it very, very well,’ was the unanimous verdict.

Even now, a year after launch, the panel continues to profess admiration for the K800i. ‘There still isn't a camera phone to touch it,’ said one judge. ‘If I’m honest with a customer, I say this is still the best camera phone.’


Award : Manufacturer

Winner : Sony Ericsson

Last year, Sony Ericsson made the shortlist because of its ‘innovative, exciting range of handsets’, but lost out because no-one could get hold of any. Nonetheless, the judges singled the manufacturer out as one to watch in 2006-7.

How right they were. This year, the voting was unanimous. As one judge put it: ‘There’s no debate – Sony Ericsson.’

For the panel, only one manufacturer won in every judging criteria – innovation, design, range and availability. For innovation, the judges singled out Cyber-shot. For design, the judges praised Sony Ericsson’s ‘sexy’ phones and in range, the panel praised the manufacturer’s ‘fantastic roadmap’. Finally, in availability, Sony Ericsson has learned from the previous 12 months to ensure there are no problems with stock.

The panel also noted Sony Ericsson’s retail support. ‘As a business partner, it has got the handsets, the innovation, it’s sexy, has strong brands and the availability is much improved,’ claimed the judges. ‘Sony Ericsson got behind two thirds of the products it launched and delivered on its promises.’

But that’s not all. The judges also praised Sony Ericsson for its product reliability (‘they don’t come back’), positioning, branding (Cyber-shot and Walkman), marketing (including product placement in Casino Royale), logistics, pricing and account servicing.

‘Sony Ericsson was the bedrock in retail last year,’ was the panel’s verdict. ‘It offers good, reliable phones. Availability has improved, especially in smaller retailers.’

The judges’ biggest criticism last year was that Sony Ericsson couldn't deliver enough of the Cyber-shot and Walkman handsets that were so exciting consumers. From the low-end, mass-market J and Z series handsets, to the mid-range K800is and W810is and the high-end P990i, Sony Ericsson is now delivering handsets for all customer segments.

‘Sony Ericsson is the only manufacturer to have risen to the challenge of second-tier companies like LG,’ said the panel. ‘It ticks all the boxes. It has had a fantastic year and beaten all competitors in all criteria.’