Since all products by Sony Mobile have been in the Xperia range and running the Android OS - the Xperia X10 model launched in was the first to feature this. In Sony Ericsson carried a range of mid and high-end Android smartphones all using the same SoC , only differentiating in form factor, screen size and multimedia capabilities. Although in the phones already carried the Sony brand on them, they were still mostly developed by Sony Ericsson, as can be seen from the green logo on the back of handsets like the Xperia S and Xperia T.
The line-up in brought an entirely different design of phones, first seen on the Xperia Z smartphone, and called 'OmniBalance' roughly translated as 'balance everywhere' by Sony. Sony then Sony Ericsson has been making Bluetooth enabled watches from as early as Its successor was the Sony SmartWatch in , of which two newer revisions have been made since. In a fitness tracking band, named SmartBand , was introduced. Sony Mobile offers a wide range of applications, ranging from music and videos to camera and gaming apps.
On 2 October , Sony Ericsson adopted a new corporate and advertising identity inspired by I Love New York in which the circular Sony Ericsson icon is placed instead of a heart meaning "love". This would then be followed by words, initially simple ones such as "music" or "photography" and later by for instance "my hip hop loud" or "life captured". The branding was designed by the Wolff Olins consultancy. The company aims to capitalise on this fanbase and increase engagement by profiling these fans and matching them to dedicated content. It will also analyse the top commenters on the Facebook page and ensure engagement through special content and offering these fans the chance to visit Sony Ericsson offices.
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