Having led the way in establishing the true camera phone category during 2004, Sony Ericsson’s new focus for 2005 will be music. Details of the new 2005 entertainment and imaging led strategy will be unveiled at the 3GSM World Congress in Cannes, starting next week.

"Having established a profitable base and a reputation for quality, innovation and design in 2004, this year will see us expand our product portfolio and challenge the market once again with new thinking and stunning designs" said Miles Flint. "3G will also become increasingly important as the year progresses" he continued, "although 3G sales amounted to less than 5 percent of the overall market in 2004, we expect this segment to come close to 10 percent of overall volumes during the year with further rapid expansion in 2006."

The Sony Ericsson Experience Zone in Cannes will also host a press briefing on the evening of February 14 and a cocktail reception afterwards. At the briefing, Miles Flint and other top executives will outline the company’s strategy for 2005, how the company is looking to expand its product range and also make new announcements on how consumers will be offered a new experience with their handsets in the same way that Sony Ericsson led the way in establishing the true camera phone category.

Among the handsets on display will be the V800 for Vodafone, nominated for an award as "Best 3G Handset" by the GSM Association; and also the popular K700, S700 and P910. In 2004, the T610 won the "Best handset, terminal or device" during the GSM Association's Awards evening at the 3GSM World Congress.