Barcelona - year by year, Sony Ericsson goes up in power and treated to the luxury to take to LG the fifth world place this year. The joint-venture thus ran out 74,8 million units the year spent for a share of 7,3% against 6,6% in 2005. The manufacturer capitalizes on his top-of-the-range average positioning centered on the music and the photograph. But this model will be it still relevant whereas its competitors multiply the advertisements around the Mobile TV, of the GPS… Brief replies with David Mignot, directing marketing of Sony Ericsson France.

How do you explain the rise of your sales?

We play initially the chart of the simple and credible use. One concentrates on the most important uses that are the music, the image and the Web. Each mobile of the range proposes a complete promise. Result, we manage to make volume (11 billion euros of incomes in 2006) and margin. What is not the case of some of our competitors.

The success of your Walkman mobiles with the operators, your users are do profit consumers of services on line?

An operator assure us that the owners of Walkman mobiles download more than the others. It is well the proof that while concentrating on the use, one generates more traffic on the gates of the operators. With well adapted mobiles, one facilitates this use and the loop is buckled.

Nokia multiplied the advertisements around the Mobile TV, of the GPS, the video… Others announce the HSDPA, WiMax… On your side, nothing new good at the horizon. It is a choice?

One does not position according to the advertisements of our competitors. We look at closely these files. Whatever the technology, it must have a direction for the consumer. With us to find it. We chose this strategy for the music. Before our mobiles Walkman, competition was already very present in the field of the mobile music. But we designed a product which answers truly waitings, which made it possible, according to us, to involve the market. We make a point of preserving our rate/rhythm of walk.

Despite everything do, you post high ambitions?

Yes, us minks for example the 3rd place in France, after having been 7th in 2005 and 4th in 2006. Our share of market east today of 11% in the Hexagon, we want to pass to 15%.

You also aim the emergent countries with compounds low-cost. There-At it not a risk for your image and your margins?

For a manufacturer, the emergent markets are in the middle of the strategies. The growth is there, volumes too. It is a consolidation necessary. We do not think that this strategy deteriorates our image: one can be a leader in the entry of range with a proposal for a value. As for the financial risk, it is measured. If we succeeded in associating volume and margin in the mature markets, we will also pourons to do it in China or India.