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Living up to its brand promise of make. believe, Sony Ericsson today set off fireworks as its exciting new portfolio of phones was unveiled by Kareena Kapoor - its newly appointed brand ambassador for the region. Taking Sony Ericsson's entertainment heritage to new heights, the phones - including the much awaited XPERIA X10, XPERIA X10 mini, XPERIA X10 mini pro, Vivaz, and Vivaz pro - combine rich graphics with intelligence capabilities.

Further building up the excitement quotient, Sony Ericsson also announced the roll out of an impelling marketing campaign with a barrage of new elements, including its association with the extremely talented and beautiful Kareena Kapoor. Another interesting aspect of the company's upcoming campaign will be the greater emphasis on digital and social networks marketing, which is in synergy with what today's evolving consumer wants.

Speaking on the launch of the new phones, Hirokazu Ishizuka, Corporate Vice President & Head of Asia Pacific region, Sony Ericsson Mobile Communication said, "As a brand, we have evolved. The proliferation of social and digital media is changing the consumer experience with mobile phones and the new portfolio we present today really takes communication entertainment to the next level."

"Being one of the most widely-followed youth-icons, Kareena matches the level of energy, vibrancy, passion and fun associated with Sony Ericsson, and thereby elevates the aspiration value of the brand. We are also extremely excited about re-energizing the digital space with Kareena, as we debut her social networking that will allow her to engage with the rapidly growing digitally-evolved fan-base over various social networking platforms," he added.

Speaking on her association with Sony Ericsson, Kareena Kapoor said, "I am very happy to be associated with Sony Ericsson. Having experienced the new phone - the XPERIA X10, I believe that Sony Ericsson truly represents the fusion of communication and entertainment in mobile device. I love my new feature rich Sony Ericsson XPERIA X10 that allows me to easily keep in touch with my family and friends, while keeping myself entertained on the go."

The new portfolio also introduces a new UX platform that creates a unique Sony Ericsson user experience by combining best-in-class entertainment features with signature applications, unrivalled integration of social media services and a rich graphical user interface. Among the many new features, the new phones introduce signature applications like Mediascape and Timescape™ that lets consumers organise everything in their phone in an intuitive way.

* Sony Ericsson Timescape manages all communication with one person in one place. Users can browse through their conversations the bright way to check out their Facebook, Twitter, photos, emails, and texts all in one go

* Sony Ericsson Mediascape is the smart way to get all the music, photos and videos one wants from their favourite friends and artists. It accesses content from everywhere - the phone, YouTube, PlayNow - and presents all content in one place on the consumer's phone.

Reinforcing its promise of Communication Entertainment, Sony Ericsson has also partnered with regional and local content and application providers to deliver the latest in entertainment content for consumers. Highlighting one such exclusive partnership, Mr. Ishizuka said, "We have a signed a regional partnership with MTV, whereby the Xperia X10 users will have exclusive access to the MTV application that will provide them news feeds and other updates from the channel."

With India projected to become the second largest telecom market globally, Sony Ericsson sees immense potential in the region for its new portfolio. According to the Telecom Regulatory Authority of India (TRAI), the number of telecom subscribers in the country increased by 3.5 percent in December 2009, in comparison to November 2009. It is estimated that by mid 2012, around half the country's population will own a mobile phone.

To tap the booming telecom market in India, Sony Ericsson has invested in multiple marketing campaigns that will help grow the brand's market share in the region. Commenting on this, Mr. Ishizuka stated, "Social media will play an important role in how we engage with our consumers here in India. Sony Ericsson recognizes the critical need to maintain consumer touch points that incorporate all digital/social media mediums that will give us an opportunity to engage create new and exciting experiences for consumers."

Sony Ericsson is also partnering with India's leading content and application providers to deliver the latest in entertainment content for consumers. This includes leading players such as Hungama, MTV India, UTV, Shemaroo, Electronic Arts, Indiagames, and Disney mobile among others, who will come together with the mobile phone brand to offer content and applications to Sony Ericsson users in India. The company already has over 200 active partners in India spanning across entertainment, functional and technical verticals, and it will continue to work towards growing this base to present its evolved Communication Entertainment portfolio to engage the Indian consumer, and excite them through various marketing initiatives.

Get set to be impressed with the awesome user experience of Xperia X10

XPERIA X10 is the signature phone in a family of phones to deliver a consistent user experience where communication truly becomes entertainment. Its new UX platform, and signature applications like Mediascape and Timescape, lets consumers organize everything in their phone in an intuitive way. While the Sony Ericsson Timescape brings all communication together in one place so users can see at a glance text messages, missed calls, and Facebook and Twitter updates, Mediascape is the smart way to get all the music, photos and videos you want from your favourite friends and artists. It accesses content from everywhere - your phone, YouTube, PlayNow - and presents everything for you. If you are the one who loves photos, then Xperia X10's intelligent face recognition is dedicated to you! With the capacity to recognize up to five faces in any picture, you can automatically connect photos of your loved ones with your social phonebook and all other related communications with that person. MRP: Rs. 35,795 /-

Great things come in 'mini' packages - the infinite possibilities of the Xperia X10 mini & X10 mini pro

The Xperia X10 mini and X10 mini pro with slide out QWERTY keyboard, are compact versions of Xperia X10, and based on the human curvature design philosophy. The two sister mobile phones incorporate the signature application Sony Ericsson Timescape that manages all communication with one person in one place without having to open lots of different applications. To get groovy with your favourite music, let the "infinite button" on the interactive music player pull together all music content from the music store and YouTube! It's also a smart way to search for new tracks from a favourite artist. So prepare yourself to enter the universe of an open and intuitive communication entertainment experience. MRP: Rs. 25,695 /-

The Xperia X10 mini and X10 mini pro with slide out QWERTY keyboard, are compact versions of Xperia X10, and based on the human curvature design philosophy. The two sister mobile phones incorporate the signature application Sony Ericsson Timescape that manages all communication with one person in one place without having to open lots of different applications. To get groovy with your favourite music, let the "infinite button" on the interactive music player pull together all music content from the music store and YouTube It's also a smart way to search for new tracks from a favourite artist. So prepare yourself to enter the universe of an open and intuitive communication entertainment experience. MRP: Rs. 25,695 /-

Unleash the movie director in you with the high definition Sony Ericsson Vivaz

With Sony Ericsson Vivaz, communication truly becomes entertainment with high quality HD video. You can produce and broadcast your most memorable experiences with the latest video capture and sharing features. Record spontaneous moments with a dedicated video button that lets you shoot video instantly with continuous auto focus for the perfect film. Review your creation in the standby panel or online via Wi-Fi on the 3.2 inch widescreen, and if it's praise-worthy, don't forget to upload your favourite video via Wi-Fi onto YouTube and Picasa. Want more? Enjoy easy access to social networks such as Facebook and Twitter, and music on the Sony Ericsson media player. For your best moments, snap out your Vivaz, and capture life's moments in high quality with the 8.1 MP camera!

Let your fingers do the magic of speedy social networking with the Vivaz Pro

Stay ahead of everyone else through faster typing on your email, Twitter, Facebook, blogging and chat with the all new Sony Ericsson Vivaz Pro, which adds a QWERTY keyboard to the touch screen offering to deliver a user experience optimized for messaging and entertainment. Like it's big brother Vivaz, the Sony Ericsson Vivaz Pro also allows consumers to produce and broadcast their best experiences in HD video, viewed on the 3.2" 16:9 wide touchscreen. Go innovative with the open platform that allows you to personalize their entertainment experience by downloading great applications through PlayNow and the Symbian Developer Community.

Courtesy: Sony Ericsson