Mobile Phone Comeback For The Walkman

Sony used to rule the portable music roost with its Walkman products, but it fluffed the format changed to digital music badly just when a serious contender (in Apple’s iPod) was entering the ring. The Walkman brand pretty much ceased to exist until in desperation Sony licensed it to Sony Ericsson and the mobile phone company staged an amazingly strong comeback for the brand. “Nobody really knew how successful this was going to be. It has surpassed even our wildest dreams,” said Steve Walker, vice-president for product marketing at Sony Ericsson. According to Walker the best way to persuade customers to use the music features of mobile phones is to “write ‘Walkman’ on the phone”.
It must be doing something right, second quarter profits for the company have surged to $182 million, and it sold 3.9 million Walkman phones in the second quarter. That brings the total number of Walkman phones sold to 10 million.
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