Sony Ericsson

Today, Sony Ericsson held a regional media event ‘Evolve, Engage, Excite’ at Resort World Sentosa in Singapore and unveiled their latest phones including the Xperia X10, X10 mini, X10 mini pro, Vivaz, Vivaz Pro, Elm, Hazel and Aspen.

Hirokazu Ishizuka, Corporate Vice-President and Head of Asia Pacific Region, Sony Ericsson Mobile Communications, talked about the theme of the event which is ‘Evolve’ new portfolio, ‘Engage’ new partners, and ‘Excite’ the consumers.

“We have engage our partners to provide better entertainment UX (abbreviation for User eXperience) for the users, but today we would like to announce our partnership with MTV. Needless to say, MTV is a giant in the music entertainment and we are going to provide exclusive MTV content through the Xperia X10 (only). We are also working with several partnerships with announcements to come later on,” says Ishizuka.

Ishizuka also mentions the company’s focus on digital marketing campaign which includes Digital FIFA Activation – Take Asian kids to FIFA World Cup as Flag Bearers and Best Asian Blogger Voting on FIFA World Cup reporting in South Africa, in real time.

“We will be using digital brand ambassadors and are working on several campaigns with them and today we are announcing one of them – digital dance contest. So users can simply video shoot themselves dancing, upload and the videos would be judged by public and digital brand ambassadors. We would like to introduce our digital brand ambassadors….”

…the popular Korean girl group, The Wonder Girls!

The media also got the chance to look at the new Xperia X10, X10 mini and X10 mini pro…

The touchscreen Vivaz and Vivaz Pro that comes with QWERTY keyboard.

…and the new Elm, Hazel and Aspen.

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