Forum > Sony Ericsson / Sony > General > Specification of Sony Ericsson T610

what you will start to see this year is more of the Sony strengths coming into it. That could be in terms of design, ease of use, CCD cameras, video and displays.

We can then marry that with the core strengths from the Ericsson technology side.

We're going to try and make very strong products in the individual market segments. We're not going to have four of our products in each one.

We want to have two line-ups and possibly one or two products in each category. To do this, we will be taking some of our current products out and putting in replacements.

We are going to increase our portfolio substantially, starting from May onwards. We're not looking to be a stick-shape manufacturer or a clam-shell manufacturer. You limit yourselves in terms of what you're doing then, so we will have both types of products.

I think there are definitely groups of people who like clam-shell phones. The advantages are you are able to have a very good sized keypad and a big display. We believe it's a strong part of the market, but it's not the total market.

We will have products that fit both camps and we will have a dual line-up consisting of both types of phone. That strategy will be fully implemented by the end of the year.

The product design will be based on what the target segment is. Some of the areas we will be working on are keypad design, shape, ease of use and speed.

You will start to see the Sony side starting to draw on the strengths of what is happening in the consumer market, such as hi-fi and camera design and those sorts of areas. A mobile is an extension of yourself more than any other single piece of equipment. People want to feel good about it, they want it to look nice and put it on the bar and say "this is my new mobile". Even the entry-level design is really important. In our future products, you will see an improved interface. One of the aspects that has been improved vastly, not just on the higher-end products but also the lower-end ones, will be speed of interface, data input and T9 text input.

Later this year, you'll see a completely new software implementation. You don't have to be genius to work out our existing user interface - when you get used to, it's straightforward and powerful. However, when you come from a Nokia it can appear complicated. It's not difficult, just different, but we face 65 per cent of the market who are used to Nokia.

So, we're slightly behind Nokia in this important area but are now about to leapfrog the opposition and implement things that are better and faster than what they have. Naturally, Nokia users are a good target, with so many of them out there.