A few years ago, Sony Ericsson was one of the main players in the mobile phone market. Cybershot- or Walkman-branded handsets were everywhere, offering premium brands in desirable packages.
But then came the smartphone revolution and Sony Ericsson faltered. Sony knew it needed a big change to keep up with Samsung and LG, so bought out Ericsson and set about trying to claw back some ground – with an interesting strategy.
You'd have thought the brand would have played safe, but instead it decided to carpet bomb the market with flagship handsets.