Sony Ericsson today kicks off its global marketing campaign for the new Cyber-shot™ phone with the launch of �Never Miss a Shot’, an action-packed TV commercial starring top female tennis players Ana Ivanovic and Daniela Hantuchova. The commercial goes live online today at www.nevermissashot.com and will be supported by an integrated global press and print campaign, point-of-sale, digital and viral marketing activities.

�Never Miss a Shot’ focuses on a tennis match across the rooftops and skyscrapers between Ana and Daniela. The game begins when a sunbathing Daniela hears a tennis ball being hit by Ana on an adjacent rooftop; she immediately leaps up from her sun bed, grabs her racket and runs to return the ball, the match begins and a dramatic rally unfolds.

The city’s �roof-scape’ becomes the girl’s tennis court as they find themselves leaping from building to building, using the edges of the roofs as a base line and volleying over nets made from roof top advertising signs. A man in a nearby office block talking on his Sony Ericsson Cyber-shot™ phone looks out the window to see Daniela leaping down from the building above; he captures a dramatic image with one click of his phone. The advanced Cyber-shot™ camera module inside the phone means he gets the perfect picture and his colleague can’t believe he missed out on such an amazing photo opportunity.

�Never Miss a Shot’ will be broadcast in 60, 30, 20, 15 and 10 second ad bursts. The commercial, breaking on TV first in Hong Kong (July 5), will then roll out world-wide over the next three months.

The agency behind the TV advertising is BBH; John Hegarty personally penned the script.

Director, Tom Hooper explains the creative behind the advertising; “This advert is about freedom to do what you want in life, taking away the rules and living it to the full. Tennis is a game normally constrained to a court, we took away those boundaries and let the game go where it wanted.”

Dee Dutta, CVP and Head of Marketing for Sony Ericsson explains “The freedom to be totally mobile, constantly in-touch and able to take and share quality pictures anytime, anywhere, is what the new Sony Ericsson Cyber-shotв„ў phone is all about. Rooftop tennis is about challenging people’s current perceptions of tennis as a sport bound by courts & nets and at Sony Ericsson we want to challenge consumers to think more innovatively about how they can use their mobile phones. This commercial also celebrates our association as the title sponsor of Sony Ericsson WTA tour.”

The Sony Ericsson Cyber-shot™ phone is unique; no other camera phone on the market has an integrated Cyber-Shot™ camera module combining all the features found in a dedicated digital camera. Sony Ericsson’s BestPic™ technology makes sure you quite literally �never miss a shot’ by offering nine full quality 3.2 megapixel pictures from one click of the shutter. The camera takes four pictures before and four after the captured image, with all nine captured images displayed as icons on screen so users can scroll through the images and save the best one.

www.nevermissashot.com, the website built to host the online premiere of the advert, will also offer consumers a variety of interactive options including a specially designed �Pong’ tennis game where players can chose to be Ana or Daniela and play their own rooftop tennis match. Consumers are also invited to download content featuring all the action of the television commercial.

A second website www.sonyericcson.com/cyber-shot , offers consumers further information on the Sony Ericsson Cyber-shot™ phone. Using a series of �missed shot’ examples, the site teaches the consumers how using features such as the Xenon flash and image stabilizer on the Cyber-shot™ phone will ensure they �never miss a shot’ again. Consumers are also invited to post up their �near miss’ photos in a gallery, and are given a lesson in how the photo could have been better if taken on a new Cyber-shot™ phone.

The print and outdoor advertising campaign builds on the �Missed shot/Cyber-shot™ phone’ creative; featuring near miss photographs compared to the perfect shots taken by the Cyber-shot™ phone thanks to it’s Xenon flash, auto focus and other key camera features. These creative executions will be rolling out from July 5 in key Sony Ericsson markets around the World.

Sony Ericsson K790 photos

Sony Ericsson K800 photos

Those looking to upgrade or enter the world of 3G with a slim, elegant handset, will love K610im, announced today. K610im is Sony Ericsson’s first GSM/UMTS phone to offer full support for i-mode™, the operator service that delivers a richer experience for handling iMail, browsing the Internet and viewing content. Wrapped in desirable Carbon Black casing, this elegantly designed phone is all about quality, from the feel of the keypad to the sharp, crisp image display. K610im is a modern classic true to its Sony Ericsson heritage – a highly desirable 3G handset that is accessible to a wide audience.

“We are extremely pleased that a leading brand vendor such as Sony Ericsson is to offer market leading handsets with full support for i-mode services. Sony Ericsson has achieved an excellent integration of the i-mode service portfolio and the result is a compelling consumer offering.” said Mr. Takeshi Natsuno, Senior Vice President, Managing Director, Multimedia Services, NTT DoCoMo, Inc.

The innovative i-modeв„ў service delivers a whole new experience in connected mobile applications such as iMail, Web browsing and iMMS. Viewing multimedia is better, faster and easier, thanks to Web pages and content specially formulated for i-mode. Lighter pages give faster download speeds and users are given access to a host of i-modeв„ў sites and content.

i-mode™ also helps you get even more from K610im’s impressive functionality. You can shoot great pictures with the phone’s 2 Megapixel camera and send them in high quality as as e-mail as well as iMMS messages. The supplied 64MB Memory Stick™ (M2™) will store up to 175 photos, and can be expanded to 1GB, and K610im has everything you need for fast, responsive video calling.

K610im appeals to the design conscious who want a 3G phone that is as compact and lightweight as a fashionable 2G handset. Sony Ericsson has gained a reputation for delivering 3G phones that closely match the size and weight of their 2G predecessors and K610im takes this a step further, delivering full 3G functionality, a highly specified camera and intuitive music player, all in a phone that weighs just 89g.

One of Sony Ericsson’s most versatile 3G handsets yet, K610im’s highly specified music player is equipped for over-the-air downloads. You can store up to 60 tracks in the new eAAC+ format with the Memory Stick™ (M2™), and a USB cable and music software is also included for transferring tracks to and from your PC.

The K610im is a dual mode UMTS (2100MHz) – GPRS 900/1800/1900 handset for i-mode markets in Europe, Asia Pacific, Middle East and will ship in Q3.

K610im – Features at a glance:

Imaging and messaging

* 1.9” QCIF+ (176×220) TFT 260k
* 2 megapixel camera and VGA Video call
* iMail
* Push e-mail
* 2.5 x digital zoom
* 16 MB user memory (actual depending on operator customization)
* Video recording/playback
* SMS and iMMS
* DoJa stand-by application

Music

* Speakerphone
* 64 MB Memory Stick Microв„ў (M2в„ў (support for up to 1GB)
* Media player [MP3, AAC, AAC+, eAAC+ support ]
* Support MFi & Mobile MP4
* Full streaming Audio & Video
* DoJa 2.5 OE
* i-modeв„ў DRM
* Polyphonic 72 voices
* 3D games
* OMA DRM v. 1.0
* Music DJв„ў, PhotoDJв„ў, VideoDJв„ў

Connectivity

* Memory card slot
* UMTS 2100 + GPRS 900/1800/1900
* Bluetoothв„ў technology
* PC Tools & Software
* USB 2.0 Mass storage
* USB charging
* Fast port system connector
* External antenna connector
* Flight mode
* Access NetFrontв„ў Web Browser
* Kit Content
o 64 MB M2
o USB Cable
o PC software

Accessories

* Bluetoothв„ў Stereo Headset DS 970
* Desk Stand CDS 60
* Travel charger CMT 60
* Xenon flash

T-Mobile and Sony Ericsson announced plans for using mobile music innovations to provide unique access and bring fans closer to the European Robbie Williams Close Encounters Tour 2006.

Mobile phones will be as good as tickets for an all-access pass to behind-the-scenes tour action, must-have mobile music content and an exciting way to be a part of the biggest European tour ever.

As part of its 18-month partnership with Robbie Williams, T-Mobile is the head sponsor of his Close Encounters Tour 2006 in its European markets. The Tour, which broke a Guinness Book of World Records for the fastest and largest number of concert tickets sold in one day, will stop in five of T-Mobile’s markets for 29 shows.

With exciting and unique on-ground activities at each concert as well as mobile music content from the Tour and exclusive prizes such a soundcheck and meet and greet opportunities, T-Mobile will engage and enthuse the nearly 2 million fans attending the shows. And for those unable to attend, Tour TV, video live-streaming and other mobile content will give them access to the tour wherever they are.

“Partnering with T-Mobile gives my fans a new way to experience the tour through their mobiles – it’s very exciting,” said Robbie Williams.

Innovative Mobile Experience

Throughout the European Tour, T-Mobile will offer customers cutting-edge mobile music experiences that will turn their mobile phones into front row seats wherever they are. Shows from the Tour will be video live-streamed in its entirety to UMTS enabled handsets. This is a first of its kind experience for a tour and will give customers who do not have a ticket a chance to see the show live from the comfort of any location.

Tour TV, a new and separate channel within T-Mobile’s MobileTV service, will provide a behind-the-scenes experience from shows in all markets. Updated regularly, the content will include concert footage and a view from backstage. Robbie Williams mobile music content will be accessible to fans attending the summer shows inside the T-Mobile areas at each venue.

Special Edition Phone

In April, the Robbie Williams edition of the Sony Ericsson W300 Walkman phone was unveiled and will be available in stores mid-June in most markets. This special edition, exclusive to T-Mobile, features a first-ever start-to-finish experience of a music artist incorporating phone functionality, themed animation, mobile music content with Robbie Williams’ own creative influence on the phone design.

The phone comes with pre-installed mobile content recorded at the Tour kick-off show in Durban, South Africa in April including a live version of the opening song “Radio”, a behind-the-scenes video clip and six wallpapers. Fans will also have direct access to the WAP site of RobbieWilliams.com with a special icon and will see a Robbie Williams animation when they start up and shut down the handset.

Available in all T-Mobile markets in time for the European Tour, the clamshell style phone has an embossed Robbie Williams logo on the back cover so customers can identify themselves as dedicated Robbie Williams fans and comes with two exchangeable “skins” so they can personalize their own phone. Vouchers for a specialized Close Encounters Tour 2006 skin will be given to fans at the concerts, which they can turn in at their local T-Mobile shop and show off to their friends that they attended one of the sold-out shows.

Supernatural Carnival

Upon entering the concert venues, fans will be greeted by T-Mobile’s Supernatural Carnival where they can try their luck and show off their skills to win prizes such as mobile music downloads or other Robbie Williams souvenirs. The games, created in traditional carnival style with a new futuristic twist, will engage and entertain concert goers before the shows.

Special Sony Ericsson promotions will also provide fans with a chance to try out the new Robbie Williams edition of the W300 Walkman phone and receive a voucher for a special Close Encounters Tour 2006 “skin” for the device.

Bringing Fans Closer

In July, 2005, Robbie Williams and T-Mobile announced an 18-month partnership in association with Sony Ericsson. This ground-breaking partnership has enabled fans across Europe to enjoy exclusive mobile music content such as pre-releases, unique exposure to Robbie Williams and the perfect reason to start using their mobile phones as true music devices.

T-Mobile will continue to bring fans closer to their favourite artist as lead sponsor and official mobile operator for the Close Encounters 2006 Tour in five markets. Fans will win tickets to the concerts and some lucky winners will win once in a lifetime experiences such as meet and greets with Robbie Williams himself and one exclusive soundcheck for T-Mobile winners where they will see him on-stage for a rehearsal. During four months of activities, T-Mobile will bring fans closer to Europe’s biggest popstar like never before through an innovative approach that goes beyond traditional sponsorships.

“For the past year we have provided Robbie Williams fans with ways to get closer to his music and first-chances to personalize their mobile phones with exciting content from his new album,” said Ulli Gritzuhn, Chief Marketing Officer T-Mobile International. “We are now very excited to be a part of the Tour and look forward to bringing a new level of involvement that hasn’t been seen from usual sponsorships. T-Mobile will bring fans to the Tour while also bringing the Tour to the fans that don’t have tickets. The mobile is truly changing the way people listen to music and now even how they get closer to an artist’s tour.”

“Offering fans a variety of ways to personalise their W300 Walkman phones was an exciting driver behind this special edition project,” said Jan WГ¤reby, Corporate Executive Vice President, Head of Sales and Marketing, Sony Ericsson. “We are delighted that by working closely with T-Mobile both on the device and as a sponsor of the Closer Encounters 2006 Tour that we have been able to deliver such a compelling mobile music proposition to Robbie Williams fans.”