Sony Ericsson Developer World launched in India

Sony Ericsson Developer World to get the best market potential for ideas and coding efforts

Bangalore, India--November 25, 2008--Sony Ericsson today announced the launch of Sony Ericsson Developer World in India with a commitment to engage third-party mobile developers to create user experiences and innovative applications

Consumers today are seeking more from their communication devices other than mobility and desire to stay connected. Consumer behaviour research, conducted in Europe by m:meterics, showed that Sony Ericsson Walkman mobile phone consumers play more games, listen to more music and download more applications than other phone consumers. According to IMRB estimates, the current mobile VAS industry is pegged at Rs. 5780 crore and is estimated to grow steadily at 70% over the next two years to touch Rs.16520 crores by June 2010.

“The enormous content market potential, overall high level talent and highly motivated and innovative developer communities, attracts us to the Indian market. Sony Ericsson integrates content and applications in every mobile phone we sell around the world, so engaging and recognising developers in India who create innovative applications for global distribution as well as local content will help us drive our business forward,” said Jens Greve, Head of Sony Ericsson Developer World.

Sony Ericsson Developer World will act as a content creation catalyst offering free assistance to the global mobile developer community to get the best market potential for their ideas and coding efforts.

Recognition program for developers in India

Building on global and regional success in China and the need to find top talent and innovative partners to work with, Sony Ericsson is now actively supporting the growing third-party developer community in India. Indian developers are offered an exclusive award and recognition program through the Sony Ericsson Developer World launch in India. Winners qualify for a 100-day mentorship to be groomed to work closely with Sony Ericsson and become a “Sony Ericsson Certified Developer”.

The first step towards becoming a Sony Ericsson Certified Developer is to enter the Sony Ericsson Developer World Awards, exclusively for developers in India, and launched today with a new Web site www.sonyericsson.com/developer/india. There are two award categories: "Best Application" and "Best Application Idea", with submissions open for 45 days from November 25, 2008. Submitting entries also means Indian developers become registered Community members of global Sony Ericsson Developer World, enabling them to enjoy the benefits of free technical support by participating in the discussion forums and wiki’s.

Winners mentored by industry experts and Sony Ericsson Developer World

The six winning Indian developers will be selected by an expert panel from Sony Ericsson. During the 100-day program, Sony Ericsson and four industry experts will mentor the winners. At the end of the 100-day program these developers will become Sony Ericsson Certified Developers, a true recognition of their talent and paving their way to business opportunities with Sony Ericsson in India.

About Sony Ericsson and Sony Ericsson Developer World

Sony Ericsson Developer World is a global support program and web portal (www.sonyericsson.com/developer) totally dedicated to helping professional wireless developers achieve business success by providing easy-to-find documentation, tools, technical advice and go-to-market support. Sony Ericsson Developer World guides developers through the development process in four steps – Think it, Make it, Test it, Sell it - thereby ensuring a constant stream of fun, useful and innovative content and applications for Sony Ericsson phones. Visit www.sonyericsson.com/developer/india for more details about the Sony Ericsson Developer World Awards in India.

Having sold over 100 million phones in 2007, Sony Ericsson is currently one of the five largest mobile phone manufacturers in the world. An important industry player operating in over 80 countries, our phones, accessories and PC cards are synonymous with innovation and style. With R&D sites in Europe, Japan, China, India and North America, diversity is one of the core strengths of the company. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London. For more information about Sony Ericsson please visit www.sonyericsson.com

FOR MEDIA INFORMATION PLEASE CONTACT:

Natasha Dutta
Sony Ericsson Mobile Communications
Ph: 9971169746
natasha.dutta@sonyericsson.com

Neha Jain
20:20 Media
Ph: 9899473715
nehajain@2020india.com