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Struggling handset maker needs to get smart - and fast

Mr Komiyama, president of Sony Ericsson since November 2007 and a veteran from Sony with 42 years service, is part-way through a turnround strategy for the handset maker that has been made far more challenging by the global recession.

"If we do not adapt to this new technology or new market environment, we're going to lose," he says at the company's global headquarters in London.

He paints a picture of near-anarchy at Sony Ericsson when he arrived. There was no effective strategy to come up with a smartphone and no profitable plan to sell cheap mobiles in emerging markets.

Instead, the three planning and development units responsible for the company's low, mid and high-priced mobiles had fallen into the trap of competing with each other.

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