XPERIA™ X10 is the flagship phone in a family of phones coming to market during the first half of 2010. The XPERIA™ X10 will be available in Q1 2010
New UX (user experience) platform lets consumers organise everything and discover more with the most open, human and intuitive user experience yet 
London – November 3 2009 – Sony Ericsson today unveils the XPERIA™ X10, the first phone in a family of phones to deliver a consistent user experience where communication truly becomes entertainment. Building on Sony Ericsson’s entertainment heritage and combining rich graphics with intelligence capabilities, the XPERIA™ X10   introduces a new UX platform that will evolve across the product portfolio and expand over time continuously introducing new features and capabilities.

The UX platform builds on top of the Open OS and creates a unique Sony Ericsson user experience by combining best-in-class entertainment features with signature applications, unrivalled integration of social media services and a rich graphical user interface. The XPERIA™ X10 is the first mobile phone to truly humanise the way people interact with their phones.

Bert Nordberg, President, Sony Ericsson said, “The XPERIA™ X10 and the family of phones launching in the first half of 2010 underpin our commitment to an open and multi-platform strategy that maximises choice for the consumer and delivers the best possible consumer experience. The reaction from our global operator partners to the XPERIA X10 has been extremely positive and we will be rolling out across the world including Japan from the first half of 2010.”

Rikko Sakaguchi, EVP and Chief Creation Officer, Sony Ericsson said, “The XPERIA™ X10 is a fantastic example of our make.believe philosophy because we are pushing the boundaries of what is possible and demonstrating that anything consumers can imagine, we can make possible. With the X10, we are raising the bar we have set ourselves with entertainment-rich phones like Aino and Satio by making communication more fun and playful, multiplying and enriching opportunities to connect.”

Introducing signature applications like Mediascape and Timescape™, the XPERIA™ X10 lets consumers organise everything in their phone in an intuitive way:

Sony Ericsson Timescape™ manages all your communication with one person in one place.  Browse through your conversations the bright way to check out your Facebook™, Twitter™, photos, emails, and texts all in one go
Sony Ericsson Mediascape is the smart way to get all the music, photos and videos you want from your favourite friends and artists. It accesses content from everywhere – your phone, YouTube™, PlayNow™ – and presents everything for you
Intelligence capabilities, integrated into Mediascape and Timescape™, can automatically recognise connections between contacts, content and media. By recommending alternative ways to communicate or guiding to new media experiences, consumers can discover more in a truly open way. For example:

Pressing the new “infinite button” guides you through the connected world, aggregating all your interactions with one person into one view
Intelligent face recognition features recognise up to five faces in any picture, automatically connecting them with your social phonebook and all other related communications with that person.
Sony Ericsson’s open approach gives consumers maximum choice and with the XPERIA™ X10, users can download any application that they want direct from a wide variety of stores including PlayNow™ and the Android Market™, co-creating an experience that is entirely unique to them.

Sony Ericsson is also introducing the new Hi-Fi Wireless Headset with FM radio MW600. Featuring advanced Bluetooth™ technology and a built-in FM radio, Hi-Fi Wireless Headset with FM radio MW600 lets you stream music to your headset in high fidelity through sound-enhancing ear-buds. With a crystal clear OLED display, easy access controls and RDS radio station information, you don’t even need to take your phone with you to tune in to your favourite radio station.

The XPERIA™ X10 supports GSM GPRS/EDGE 850/900/1800/1900, UMTS HSPA 900/1700/2100 and UMTS HSPA 800/850/1900/2100

The XPERIA™ X10 will be available in selected markets from Q1 in the colours Sensuous Black and Luster White.

Log on to The Sony Ericsson Product Blog for more information: http://blogs.sonyericsson.com/products

London, United Kingdom, 7th January 2010 – Sony Ericsson today unveiled the global winners of a worldwide camera phone competition involving a panel of internationally renowned judges.

Ioana Proca, aged 20 from Bacau, Romania beat off tough competition from thousands of entrants in 32* participating countries across Europe, India, Africa, Latin America and Asia, to be crowned the winner of Sony Ericsson Smile Hunter 2009.

Ioana wowed the judging panel with her image entitled simply ‘Smile’ after spending the summer searching for the perfect smile to enter into the competition.

Visitors to the Smile Hunter website were also able to vote for their favourite smile photo to crown the People’s Smile Hunter 2009. Meglena Kolaksuzova, aged 41 from Petrich, Bulgaria was a clear winner after racking up a massive 2,115 votes for her smile image – ‘A Happy Smile’.

Being crowned the global winner of Sony Ericsson Smile Hunter 2009 means Ioana has won an adventure of a lifetime, as she will be jetting off to a selection of the world’s coolest destinations, while the lucky People’s Winner has won a bundle of Sony Ericsson goodies.

Following three successful years of World View with Sony Ericsson – a global imaging campaign which aimed to capture the best camera phone shots from around the world – Sony Ericsson Smile Hunter 2009 has taken the camera phone challenge to the next level.  To celebrate Sony Ericsson’s Smile Shutter™ technology, the new photographic project tasked people to capture images of genuine, natural smilesusing a camera phone.

Sony Ericsson’s Smile Shutter™ technology automatically detects a person’s smile and immediately takes the photograph – capturing the perfect smiling-shot every time.

The expert judging panel comprising David Viggers, international photographer, Tony Briggs, celebrity portrait photographer, Martin Wezowski, Creative Producer for Sony Ericsson, Liu Heung Shing, Time magazine’s first photojournalist based in Beijing and Angela Boatwright, New York-based celebrity photographer, had the challenge of selecting  the Judges Global Winner of the competition.  

Commenting on the winning image, judge David Viggers said: “We have been amazed by the phenomenal standard of images submitted.  There have been some really creative entries and it has been a challenge to select just one overall winner, but Ioana’s smile photo really stood out. We chose her image because it captured a lovely, warm spontaneous moment with a strong and lively abstract composition. The cropping adds real dynamics and movement to the whole picture. This shot is spontaneous, playful and youthful.”

Commenting on the winning image, judge Angela Boatwright said:  “The subjects are piled up showing a lot of fun energy – both are smiling and one person is cropped out of the shot, which is a more creative way to approach the typical camera phone photo.”

To see the global winner’s images, visit the interactive gallery on the global website:  www.sonyericsson.com/smilehunter.

Ioana Mikutza said of winning the competition: “I am delighted to be the Judges Winner of Sony Ericsson Smile Hunter 2009.  It is quite a challenge to photograph a genuine, natural smile before it becomes forced and fake, so I am very proud to have captured the winning smile moment.”

Commenting on winning the People’s Vote, Meglena Kolaksuzova, said: “I’m really pleased that my image was so popular with people around the world; it’s incredible to think of the thousands of people that have seen it and voted for it as their favourite. I wanted to capture one of those every day smile moments that we shouldn’t take for granted and it’s spurred me on to keep shooting on my mobile phone.”

Merran Wrigley, VP, Head of External Communications at Sony Ericsson, said: “People smile for many different reasons but genuine smiles are elusive and can disappear as quickly as they appear, making it hard to catch them with a traditional camera. The Sony Ericsson Smile Shutter™ technology makes it even easier to capture the beauty and emotion of a true smile with a camera phone.”  

Notes to Editors
*Austria, Bulgaria, Croatia, Czech Republic, Denmark, Egypt, Estonia, Germany, Hungary, Indonesia, India, Ireland, Latvia, Lebanon, Lithuania, Malaysia, Morocco, North Africa, Norway, Philippines, Poland, Romania, Russia, Saudi Arabia, Serbia and Montenegro, Slovakia, Slovenia, Sweden, Thailand, Turkey, UAE, and United Kingdom.

Sony Ericsson is a top, global industry player with sales of around 97 million phones in 2008.  Diversity is one of the core strengths of the company, with operations in over 80 countries including manufacturing in China and R&D sites in China, Europe, India, Japan and North America.  Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London.