Sony Ericsson on Thursday introduced three new Walkman phones – W810i, W700i and W300i – increasing its portfolio of models in India to 16.
Speaking at the launch, Sudhin Mathur, GM, Sony Ericsson India, said, “Sony Ericsson aims to bring the concept of ‘Music on the Go’ to all consumers. In view of the overwhelming response to Sony Ericsson’s flagship Walkman phones – W800i and W550i – last year, we are pleased to expand the Walkman range to address all segments of our consumers. These phones will revolutionise their music listening experience by redefining the way they listen and enjoy music.”
Along with the phones, the company launched both portable and desk mobile docking stations and speaker accessories. The phone supports both MP3 and AAC music file formats. The sets are priced between Rs 12,995 and Rs 21,995.
Speaking on the promotional and marketing front, Mathur said, “We will conduct a Walkman tour in seven big cities and display our new items in the malls and key shopping areas. Secondly, we will create special Walkman zones in the 200 Sony World stations in 85 cities where visitors can relish the new experience. As part of our tie-up with Sony BMG, we will declare a song of the month.”
On the marketing front, the company will launch a 360-degree campaign, including TV and outdoor within 30-45 days. Dentsu Marcom is handling the creatives of the company, while Mediaedge is the media agency.