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,...