Why Sony and Ericson decided to ally?

Sony and Ericsson were struggling hard before their alliance in 2001. Both companies did not perform well financially on their own. The combined forces resulting to the installation of the Ericsson logo on Sony cell phones. This immediately increased the cell phones sales figures (Hisrich, 2000, 15). One of the initial marketing strategies of Sony Ericsson was to sell its camera phones in 2003. This T610 camera phone immediately sold like hotcakes when sold in the market. The T610 black and silver phones were immediate success stories. The company increases its mobile phone models to more than thirty -five in order to increase its sales figures (Gall, 2006, 293). The James Bond movie, Casino Royale, featured the Sony Ericsson mobile cyber shot phone unit. The success of these mobile phones was due to the many features it offered. The mobile phones included such features as MP3 players, and cameras. The company also increased its customer base by including Google Blogger facility on its Cyber shot phone which enables the mobile phone users to create their own blog and to post photographs on it in just two or three keystrokes (Henry, 2008, 2238).