Sony Ericsson T610 - Redrawing the adoption curve

Rapid advances in technology have created a proliferation of new technology products, making successful launches difficult and rare.
Agency: Bartle Bogle HegartyAuthors: Martin Smith and Heather Alderson

Sony Ericsson T610

'Redrawing the adoption curve'

INTRODUCTION

This paper is about how the Sony Ericsson T610 became the 'must-have' mobile phone in the autumn of 2003. Despite the risks, Sony Ericsson was courageous enough to break with convention at launch. It adopted a different targeting strategy from the competition and hence different creative and timing strategies. Its courage was rewarded: it achieved more than double the payback that it would have generated had it adopted a standard marketing approach, and with the help of the T610, Sony...

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