Sony Ericsson showcases communication entertainment focus with new phones, bundled with extensive content for Asia Pacific(1) consumers

Sony Ericsson reinforces its position as the Communication Entertainment Brand with new phones fusing the best in hardware and content to deliver unlimited entertainment opportunities for consumers.




Kuala Lumpur, June 19, 2009 – Sony Ericsson recently announced its Asia Pacific strategy for Entertainment Unlimited, the next phase of its Communication Entertainment strategy, with new mobile devices that blend the best in imaging, music, videos and gaming. Bringing together rich content and best in class integrated entertainment experiences, Sony Ericsson is removing communication barriers for consumers and elevating the entertainment experience.
(From left) Renowned international performer & illusionist Cyril Takayama; Hirokazu Ishizuka, Corporate Vice President, Head of Asia Pacific Region, Sony Ericsson Mobile Communications; and Korean actress Lee Min Jung at the recent Sony Ericsson Entertainment Unlimited Showcase held in conjunction with CommunicAsia 2009.

“The fusion of Sony Ericsson communication technology and entertainment will deliver the ultimate user experience for consumers in Asia Pacific,” said Mr Hirokazu Ishizuka, Corporate Vice President, Head of Asia Pacific Region at Sony Ericsson. “Offering consumers a broad portfolio of content, from the latest movies, music and games is made possible for the first time in the industry through our strategic partnership with Sony Pictures and Sony Music. Our consumer proposition of Entertainment Unlimited truly delivers unlimited opportunities for consumers to share their experiences through entertainment.”

Available at the showcase were Satio, Aino and Yari providing a preview of the new mobile phone technology that will be available to consumers starting in Q4 2009:



Satio - Visual Communication Like Never Before!:

Promises the ultimate multimedia experience with a 12.1 megapixel phone, a 3.5 inch, crystal clear 16:9 widescreen format screen and ninth High Definition (nHD) gaming. As the first Sony Ericsson phones to offer nHD gaming, Satio offers users the best in mobile High Definition TV experience.

Satio also provides access to all your media in one place – just tap directly into your favourite features with the five standby panels and you’re ready to go.

Exclusive for Asia Pacific consumers is the extensive content library where consumers can download games, movies, music videos and the latest tracks. Every purchase of Satio is jam-packed with entertainment that includes:

· the ever-popular Asphalt Road and Prince of Persia games available in nHD format, the first nHD games on a Sony Ericsson phone
· a choice of three movie titles from a selection of many, including Angels & Demons, Made of Honor, You Don’t Mess With the Zohan and Quarantinea choice of three music videos from a library of up to 300, including the latest from well known artists like Kelly Clarkson, Kasabian, Kings of Leon, Britney Spears, Wong Leehom, Rainie Young and Alan Kuo


Aino – Sound and Vision Set Free!:
Consumers can look forward to accessing media content on Aino anywhere, anytime using Remote Play with PLAYSTATION®3. This is made possible via a local network between PLAYSTATION®3 and Aino in their homes or via the internet from anywhere in the world.

Equally exciting is Media Home, an application on Aino that pulls media content from Media Go™ on your PC over Wi-Fi™ to your phone automatically. Users just need to insert their Aino in its charging stand and it automatically synchronizes with all the latest media content on their PC.

Exclusive for Asia Pacific consumers is the extensive content library available for download. Every purchase of Aino is jam-packed with entertainment that includes:
· a choice of three movie titles from a selection of many, including Angels & Demons, Made of Honor, You Don’t Mess With the Zohan and Quarantinea choice of three music videos from a library of up to 300, including the latest from well known artists like Kelly Clarkson, Kasabian, Kings of Leon, Britney Spears, Wong Leehom, Rainie Young and Alan Kuo

Yari – Twist, Tilt, Turn, Smash: The first mobile phone with gesture gaming outside of the Japanese market, Yari promises endless hours of fun whether you are exercising your way to be a fitness buff, or training to be the next tennis star!

It’s the ultimate phone for mobile fun, whether it’s gaming or multimedia action with its five megapixel camera and media player.

Exclusive for Asia Pacific consumers, the choice of three games to download from a database of up to 100, which includes gesture gaming and motion gaming amongst others.

Sony Ericsson’s wide range of content that spans audio, visual, gaming and applications is made possible through its strong partnership with content providers such as Sony Pictures, Sony Music and Gameloft.

“We are delighted to be one of Sony Ericsson’s partners, and believe that their Entertainment Unlimited proposition is a great way to put the power of mobile entertainment in the hands of consumers,” said Rosemary Tan, executive director, digital, Asia, Sony Pictures Television.

"Our partnership with Sony Ericsson continues to bring new music to consumers instantly,” said Kelly Chew, senior vice president, marketing, Asia of Sony Music. "Music is a daily companion to most people and we are constantly exploring new ways of making our music accessible to consumers and in the process increase the entertainment quotient for them.”

Cyril, winner of the prestigious “Olympics of Magic” award for Grand Illusion Category given by Federation Internationale des Societies and internationally recognized as the world’s first “Cyber-Magician” for becoming the most downloaded illusionist on the internet, was featured at the regional media event.

“In partnering with Sony Ericsson, I’m able to personify the entertainment brand attributes of Sony Ericsson through my unique brand of storytelling that entertains and captivates audiences across the region,” said Cyril, internationally acclaimed illusionist.

“Our work with Cyril allows us to elevate and bring the entertainment experience to life for our consumers in Asia Pacific,” added Ishizuka.

Cyril will be appearing in his international debut TV Special on AXN Asia, which is set to hit screens across the region from November onwards.

The TV Special on AXN will see Sony Ericsson using the program as a platform for launching its Entertainment Unlimited campaign in the region, and using the magic of the program and its products to bring together millions of viewers from all walks of life in Asia including underprivileged children. Sony Ericsson is the main sponsor of the show.