Sony splashes the cash to back Xperia S launch

Sony Mobile Communications is launching a multimillion-pound marketing campaign to back the launch of the Sony Xperia S, its first Sony-branded smartphone.

The flagship device, which is due to launch in March, will be supported by a major above the line marketing campaign, featuring TV, cinema and billboard advertisements.

One source claimed the manufacturer planned to spend around £15m over the first three months following the launch.

The Xperia S is the first smartphone Sony has launched since its split with joint venture partner Ericsson last year. It will lead Sony’s fight to claw back smartphone market share from rivals Apple, Samsung and HTC.

The high-profile Xperia S campaign will also promote Sony’s converged ‘four screen’ strategy, linking it to the firm’s televisions, laptops and PS3 gaming console, said sources.

O2, Orange, Three and T-Mobile have all confirmed they will range the Xperia S.

The phone has received largely positive reviews since its Las Vegas debut at CES in January, although the manufacturer has been criticised for launching it on Android Gingerbread. The device will be upgraded to the latest version of Android – Ice Cream Sandwich – later in the year.

Sony Mobile Communications declined to comment.

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