To: JDN who wrote (5119 ) 11/26/2002 11:36:10 PM From: elmatador Read Replies (1) | Respond to of 5390 Study shows Sony Ericsson faced with devastating decline 26 November, 2002 09:38 GMT+08:00 AMSTERDAM (Reuters) - Mobile phone maker Sony Ericsson needs to bring out new products soon if it wants to halt a devastating sales decline, Gartner Dataquest said on Tuesday as it published third-quarter handset sales statistics. The numbers showed that Sony Ericsson, a joint venture between Swedish mobile equipment maker Ericsson and Japan's consumer electronics giant Sony sold only five million cellphones around the world in the third quarter. This compares with more than 8.5 million sold by Ericsson ERICb and Sony 6758 before the merger, in the same quarter a year ago. The venture's market share dwindled to 4.8 percent from an estimated 8.8 percent. "It was another devastating quarter. Unless the joint venture starts to deliver, and it needs a superb product launch at CeBIT (electronics trade show in March), it's going to be very tough," said market analyst Ben Wood. Sony Ericsson has said it aims to become the world's leading mobile phone maker by 2006, but is still losing money. Ericsson said separately on Tuesday it would need to pump more money into the venture in 2003 to see it through to profitability. Gartner measures how many handsets are sold to end-users (sell-through), unlike rivals such as Strategy Analytics which measures how many cellphones have been shipped to distributors, operators and retail chains (sell-in). Gartner's numbers revealed that Sony Ericsson's quarterly decline is even worse than Strategy Analytics's numbers suggested last week, meaning that more Sony Ericsson's models are shipped into the distribution channel than actually sold to consumers. NOKIA WELL PLACED Market leader Nokia NOK1V from Finland came out at 35.9 percent market share, up from 34.1 percent in the year-ago quarter and 35.6 percent in the second quarter of this year. A new line-up of models has put the Finnish company in a very good position to extend its lead, Wood said, but it would be "nearly impossible" for Nokia to achieve its medium-term target of 40 percent by the fourth quarter. Wood also said that the fourth quarter with the Christmas holidays was losing some of its importance as the "make or break" period of the year for the handset industry, because Asian sales, spurred on by Chinese New Year in the first quarter, have also become very important for global revenues. Like Sony Ericsson, U.S.-based Motorola MOT also came out much lower in the sell-through to consumers, at a global market share of 14.4 percent compared with Strategy Analytics' 16.7 percent. "Motorola looks increasingly exposed to uncertainty in China and the United States - as these two countries now account for more then 50 percent of Motorola's quarterly sales to end-users," analyst Ann Liang said in a statement. South Korea's Samsung 05930 powered ahead, taking a 10.6 percent market share compared with 7.5 percent a year ago with its colour display and polyphonic ringtones models. Number four Siemens AG SIEGn from Germany, which in contrast to Samsung focuses on very low-end models and has one of the lowest average selling prices in the industry, saw its market share decline to 7.8 percent from 7.5 percent a year ago.