Forestals appointed local agent for Sony Ericsson Mobile Communications 11/07/2008 Forestals Entertainment Limited, a subsidiary of the Forestals Group, has been appointed local agents for Sony Ericsson Mobile Communications, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson. Established in October 2001, the company’s mission is to create the most attractive, innovative global brand in the mobile handset industry. A global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards, Sony Ericsson’s products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. “The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users,” Luke Tabone, director of Forestals Entertainment Ltd, said. The merged company brings together consumer electronics powerhouse Sony Corporation with telecommunications leader Ericsson. Its first joint products, offering universal appeal, were launched in March 2002 and are different in the key areas of imaging, music, design and applications. At Sony Ericsson, design is more than just about a good looking product; it is integrated into every step of the process – intelligent features, user-friendly applications, innovative materials and, of course, attractive visual appearance. Design is the essential differentiator when comparing mobile communications products. Fashion, market and consumer trends are continuously monitored, along with product and technology trends, and they inspire, influence and are reflected in all elements of their designs. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets. As new products are introduced to end user acclaim, existing products continue to receive accolades and Sony Ericsson is today accepted as a world leader in design and innovation. The globally acclaimed T610 and later generations of the company’s product portfolio frequently win awards. The GSM Association voted the V800 as Best 3G Handset for 2004, a fully-featured phone made for Vodafone with the full range of mobile entertainment features and multi-directional camera, and the K750i received the TIPA Award 2005/2006 for ‘Best Mobile Imaging Device’, chosen by 31 leading European photography/imagining magazines and judged on quality, performance and value for money. In February 2007 the GSM Association presented Sony Ericsson with the ‘Best 3GSM Mobile Handset’ award for the K800 Cyber-shot phone. Sony Ericsson strives to be a cutting edge provider of applications, forging partnerships with developers and content providers. Strategic agreements with partners, such as Sony BMG, is one way in which the company is bringing the best and latest in entertainment content to its users. Sony Ericsson has also activated a global sponsorship deal with the Women’s Tennis Association Tour, which was renamed the Sony Ericsson WTA Tour in January 2005. In the mobile gaming market Sony Ericsson took the lead in 2004, being the first to launch Java 3D-enabled handsets, and is forging ahead to bring 3D gaming to a wider audience. Sony Ericsson undertakes product research, design and development, manufacturing, marketing, sales, distribution and customer services. Global management is based in London, and R&D is in Sweden, UK, France, Netherlands, India, Japan, China and the US. The management team is led by president Hideki Komiyama, a former senior executive of Sony Europe and one of the key players in the growth of Sony in Europe; and executive vice-president and head of Sales Anders Runevad, the former president of Ericsson Brazil. In the last calendar year of operations, Sony Ericsson grew market share by around 2 percentage points to reach slightly over 9% for the full year 2007 compared to full year 2006 in an estimated global market of 1.1 billion units. For more information visit www.fglentertainment.com, call 23436000 or send an email to sonyericsson@forestals.com