Sony Ericsson overtakes Nokia


A recent brand loyalty report has shown that several mobile phone companies are rising up the tables. The latest Brand Keys' Customer Loyalty Leaders survey found that T-Mobile (76 to 38) and Sony Ericsson (93 to 22) both jumped up the league tables, while Nokia (50 to 61) and Siemens (52 to 125) have dropped down.

"The fact that nearly 12% of the brands that are showing up in the survey are new is a warning sign," said Passikoff. "Brands need to better solidify their customer base. They need a better understanding of the values and expectations of their customers or else their customers look elsewhere to have their needs met.

Teenagers Turning Their Back on Nokia - Prefer Sony Ericsson and Samsung


The importance of mobile phones in teenagers' lives is increasing rapidly according to the latest survey carried out by social networking website, Habbo. 58,480 teens that took part in the survey say also that Nokia is the number one mobile brand globally.

However, Nokia's dominance at the top of the global chart has been weakened over the last 18 months. In the survey, conducted across 31 countries by Habbo, it is clear that Nokia has lost some favour with teens to Sony Ericsson and Samsung since autumn 2006, when the previous Global Habbo Youth Survey was conducted.

Despite still being the favoured handset in 15 of the 31 countries polled, Nokia loses out to Sony Ericsson in markets such as the UK, Germany, Denmark and Switzerland. In all of these markets Nokia ranked first in 2006. In the UK both Sony Ericsson and Samsung are rated higher than Nokia. This suggests that brand loyalty to Nokia, amongst teens globally, hasn't increased alongside Nokia's market share, which reached 40% in the fourth quarter of 2007.

Compared to the previous 2006 survey, mobile phone usage was the one single area that showed the most significant growth compared to other topics surveyed. The results show for example that teens are now regularly using their mobile handsets as entertainment devices. In the 2006 survey only 38 per cent of teens used their handset to listen to music; now 71 per cent of teenagers are using their mobiles as a portable mp3 player. 80 percent of teens in Singapore, Italy and Austria listened to music in this way, though teens in Japan and Finland listen to music on their mobiles the least.

In addition to talking, text messages are still the most used phone function, with 88 per cent of teens regularly communicating via SMS. But the survey shows that teens are also using entertainment applications much more than they were in 2006. 70 per cent of teens are now using their mobile to take photos and videos, an 11 percentage points increase compared to 2006. 64 per cent now play games on their mobile compared to 51 per cent in 2006. Over a quarter of teens also use their mobile to surf the net, email and send instant messages.

Teens are now using their mobiles to simultaneously access information, communicate and have fun. The teen mobile phone market is competitive and lucrative; but it is clear that by developing phones that deliver an engaging user experience across applications, such as texting, listening to mp3s and playing games, mobile brands can attract a new teen audience to their devices.

Tweens' satisfaction and brand loyalty in the mobile phone market

Abstract: The purpose of this paper is to examine tweens' (8-12 year-olds) satisfaction with and loyalty to their mobile phones and the relationship between these.

Design/methodology/approach - Based on literature studies, hypotheses about tweens' satisfaction with and loyalty to their mobile phones are developed. A survey in Denmark forms the empirical basis for the study, and the hypotheses are tested and discussed.

Findings - The results indicate that tweens are far more satisfied with their mobile phones than adults are and that the mobile phones fulfill children's expectations to a much higher degree. Still, brands are not able to turn tweens into loyal customers who will recommend their mobile phones to friends. Tweens' loyalty is lower than what is experienced for adults and the relationship between satisfaction and loyalty is very weak.

Research limitations/implications - This study is limited to the mobile phone market. The low degree of loyalty in this market may not necessarily be the case in other markets. However, it is believed that many of the arguments share such generic characteristics that they are transferable to other product areas. Another limitation is that this study is based on a survey in Greater Copenhagen in Denmark. Therefore, the results can be influenced by a city effect.

Originality/value - The study combines tweens, mobile phones, and customer satisfaction and loyalty theory. Findings on this combination have not been published previously. However, the combination is important due to the growing mobile phone penetration among tweens and the fast development of mobile phones and telecommunication services


We all know there is dynamic environment all the way, every thing changes continuously. Globalization has created a lot of competition. There are so many companies i.e. domestic as well as multinational. Every company has its own strategy and own rules to do there job. In this way every company is unique from the other company. So some companies go higher and become the market leader; others lag behind.

Customer preferences also changes with time. Now customer is aware about the products. Customer sees all the aspects before purchasing any thing i.e. cost, quality, quantity etc. and then come to result whether he is going to buy that product or not. Dealers and whole sellers are the customers of the company who are directly linked to the final consumer acts as a source of information. My term has also some objectives to know the consumer behavior.

The main objectives of the project are as under:-

  • To know the most preferred mobile brand in the market.
  • To know what is the share of Sony Ericsson brand in the total GSM markets.


Type of research

There are two types of methods.

  1. Primary Method.
  2. Secondary Method.

Primary Method:

The data which we collect from survey & questioners and then make analysis is known as primary method. It is well defined and a simple way to make a research but a difficult task. Data collected in this way is highly acceptable and correct because each data is collected one by one and there is no chance of any error. Mostly all the project reports make by primary method, because it is more reliable.

Secondary Method:

The data which we collect from earlier reports, books, magazines etc which is there before and you only have to arrange data and made a report. It is very easy method because in this we only have to analyze data and arrange according to our requirement. But it is not so much reliable because it is collected from the past information not present and now days every thing changes dynamically.

  • Questioner Design
  • All questions related to term paper which is used for the accomplishment of term paper, must prepared before the starting of project. And accordingly I prepared that questions which helps me to know the exactness of market and consumer behavior.

    I tagged my questioner along with the term paper in the annexure.

  • Data Collection
  • I use Primary Method for my research because it is more reliable and we get exact information. In primary method I do survey and making a questioner. While I am doing work on my term paper I learn a lot about business, consumer behavior, retailers and different aspects related to it.

  • Scaling Techniques
  • The techniques which we use in our survey are known as scaling technique. Different scaling techniques used by me for the completion of my project. There are two types of scaling techniques. They are as:-

    • Comparative Technique.
    • Non-comparative Technique.

Different types of Scaling Techniques?

Comparative Technique:

The technique in which we differentiate the different brands according to the rank wise preference relate to there sale wise preference and consumer behavior.

Non-comparative Technique:

Other techniques i.e. continuous and itemized these are use accordingly to the related problem. The questions which are not easy to understand make by non-comparative technique in a way which easily understood by the addressee.

Uses of Scaling Techniques

By using scaling technique we get a confined data in which the probability of error or mistake is very less and we get healthy information. It also helps the sender to give correct information because when different options given to him it easily sort out those and give the correct information. If this technique is not used then there are some points which lags behind because they are not comes in mind at that time and may be replacing by other one.

It is mostly for the help of sender to give exact information and moreover the exactness of project or related research.

Sampling Techniques

This technique corresponds to the selection of sample space from where I do my survey i.e. the selection. From the project it is clarified that I must do my survey from the shops only where mobile handsets are sold, because it's only from their where I'll get full information. Moreover they are the one who directly attach to the customers directly. There are two types of sampling techniques. They are as under:-

  • Random Sampling
  • Non-random Sampling

Random Sampling

The data which we collect randomly i.e. what so ever meet you, you ask him about them and carry one with your survey. It is successful only when there is a survey on an open issue.

Non-random Sampling

In this method we decide in the starting that from where we should collect our required information. For that purpose I select the retailers. They are the one who directly attached to the customers and easy way for the collection of my information.


My find in this term paper that 65% of people have Nokia phone, 7.5% of people have Motorala phone, 7.5% of people have sony Ericsson mobile, 15% of people have Samsung phones, ans 5% have lg phones.

65% of people would like to purchase to sony ericsson phone and 35% of them are not.

Nokia has the first brand with 85% which has good after sale service, and Motorola with 10% and sony ericsson and sumsung with 2.5% each.

65% of people stick to a particular brand of mobile companies and 35% of people like to change the brand.

77.5% of people says that special offers play a main role in selling of handsets and 22.5% of people says it doesn't play any role.

In this finding I got to know that there are 52% people those who pay Rs. 4000 to 7000 for handsets, and 32% people would like to purchase handset between the range of Rs. 7000 to 12000.

What the customer want in his handset there is 37.5% of people those who want mp3 in their mobile, 22.5% people want Fm Radio in their phone, 30% of people who want camera in their mobile and 10% of people who want Bluetooth in their phone.

I got to know that 5% of respondent goes for money saving, 75% of people look quality in there brand when they goes to choose brand, 2.5% of people goes on consumer demand, 15% of people look brand name and 2.5% people goes for good after sale service.


  1. In after sale service service sony ericsson should improve their service because it is only 2.5%, where as nokia has 85%.
  2. In my study Sony Ericsson has only 15% of share in the mobile market so it should focus on increasing its share


The conclusion is that the Nokia is the most preferred brand in the consumers with the 65% and the Sony Ericsson is at 7.5%, the criteria to choose a brand by the customer is quality of the product, then the most wanted featured required by the consumer is MP3.

The cost paid by the customer is for basic handset is Rs. 4000 to 7000. According to the customer offers can enhance the sale of the mobile phones. Sony Ericsson has only 2.5% after sale service and 65% of the customer is ready to purchase Sony Ericsson phone if they have to purchase it.



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