BARCELONA, SPAIN: Sony Ericsson revealed a new ‘Entertainment Unlimited’ strategy at Mobile World Congress recently. With this strategy Sony Ericsson would increase its focus on high-end, multimedia devices and broaden the user experience across devices.

Steven Hartley, senior analyst, Ovum, said: "It’s not too cruel to describe the ‘new’ strategy as staggering in its blandness. It is little different to the joint venture’s founding principle that should have been guiding the company anyway. Instead of having music-centric Walkman devices and camera-oriented Cybershot phones, the new approach calls for something of a ‘Cyber-man’ approach."

"Full multimedia functionality is to be concentrated in a single device, as envisaged by the forthcoming W995 and idou. Will it work? The elements of the announcement expanding the user experience to other devices are crucial. Otherwise Sony Ericsson will struggle to differentiate in an increasingly crowded high-end," Hartley added.