Letter from Sony Ericsson CEO to Bert Nordberg

I was inspired to write this letter by the fact that you were responsible for communications at Ericsson, and your colleagues speak very warmly of you as a professional and a person who understands the essence of things happening in the company. Do not take it as flattery, but otherwise this letter would not exist.

At Sony Ericsson you have a different scope of work, new people, different tasks. As a human being who has supported the Sony Ericsson brand since the company's inception, let me tell you how the people at Sony Ericsson have been able to consistently get me to dislike the brand's products over the course of two years. One could refer to the rejection of the brand by ordinary buyers, my fellow journalists, which is reflected in the negative coverage of the company in the press, poor sales, depressing financial performance. But I won't do that, you know much better about the deplorable state of affairs than I do, it is what brought you to Sony Ericsson, taking on the role of a public voice is also out of my hands. Using the example of a change in my attitude, I will try to show the problems that Sony Ericsson has today and are not visible from the inside or are deliberately hidden, as some people are afraid of losing their jobs and / or bonuses. This is by no means an accusatory letter against negligent employees, unfortunately, the crisis at Sony Ericsson is of a systemic nature. This is an attempt by a former extremely loyal product user to help you see your company from the outside. Perhaps this view will allow you to understand the pain points, to do your job better.Perhaps you will consider this letter crazy and ignore how the last two years the company has ignored all the reviews about its activities from ordinary consumers and journalists. Denying the problem does not solve it, but this is exactly the tactics Sony Ericsson adheres to, I hope that with your arrival, Sony Ericsson employees will be able to face the truth and admit within the company that there are problems, the future of the company is by no means cloudless, and it is necessary to work to rectify the situation.

Let me introduce myself in a few words, since we don't know each other. My position is the Editor-in-Chief of Mobile-Review.com, a publication devoted to mobile phones and enjoying authority among all players in this market. Every day we are visited by 150 to 200 thousand people from all over the world who come for information about mobile phones, accessories, communication. Since 2002, we have consistently focused on Sony Ericsson products, as we saw in the newcomer what your company was, Monopoly Board Game huge potential, and make no mistake. The increase in traffic to our project was largely due to the successful products that Sony Ericsson released and the up-to-date information that we provided to our readers.

In 2005, at the invitation of Sony Ericsson, I was in Lund, where we discussed security issues, information leaks and reached a gentlemen's agreement, according to which we voluntarily refused to publish information that could harm the company. A number of directives relating to security appeared in Sony Ericsson as a result of this meeting. Within the framework of the dialogue, our communication has never been in the nature of confrontation, struggle, or anything like that. As a publication, we emphasized both the pros of the products and their cons, weaknesses. Which is our job. We did not ask for any preferences from Sony Ericsson, special relations or anything like that. With all the players in the market, we have the same even relationship. Expressing their thoughts in the materials on the Mobile-Review.com, I never lied, everything said was exactly my feelings about products, companies, their actions, strategies. The great phones T610, P800, P900, P910, K750 have earned sincere support and settled in my family, because working in this area, I used to buy the best for my family. What has changed in the last few years? Why "unexpectedly" my attitude towards the company became so harsh, negative, and product reviews so "bad".

Sony Ericsson employees found many explanations for this, none of them included the deterioration of the quality of products, insincerity in communications with the market, end users. Out of good intentions, during 2007 I tried to show various employees of the company that a crisis situation was coming, that certain steps should be taken to correct it. But then he gave up this meaningless occupation, because "the company had temporary difficulties that cannot be interpreted as something serious." Two years have passed, and temporary difficulties have grown into something more.

For me, the main reason for the negative attitude was insincerity in the company's relations with its customers, and there is none inside the company. Let me give you a typical example. When your predecessor, Dick Homiyama, visited Russia, they arranged for him to visit several shops selling Sony Ericsson phones. Previously, special shelves for Sony Ericsson phones were installed in these stores, placed in prominent places, and removed after the visit. “Not to be, but to seem” is the motto of the company you run today. This approach is used systematically and at all levels. When preparing models for launch on the market, the results of research are adjusted, the perception of models in focus groups, after which the novelties deafeningly fail and gather dust on the shelves for years, which is worth the example of Sony Ericsson W980, Sony Ericsson X1. This is insincerity in relations within Sony Ericsson, and as a consumer I don't care much about it, this is your inner kitchen. As well as games with market shares in certain regions of the world that do not correspond to the company's sales in real terms. This is the inner workings of Sony Ericsson, and it's up to you to organize it any way you like. If your employees like not to be strong, not to be able to sell a product, but only show sales on paper, then this is the choice of the company.

As a consumer, I have other concerns. The impossibility of getting phone service on time and with high quality, ignoring factory defects and the need to seek repairs, and not get it instantly and for free. Of course, your colleagues will be able to call each such case "private", not worthy of attention and fit into the standard percentage of marriage. Maybe. But on the consumer side, I see these issues being ignored for several years.

Moreover, when we, as journalists, begin to write about them, we are directly told that "it is impossible to write such things, and there are no problems." However, like the statements of various employees of the company that “journalists cannot draw conclusions, they must leave them to the discretion of the readers”, show a complete lack of understanding of how the media work, who are journalists and how to work with them. Basics of communications. In Russia, which is traditionally included in the list of key markets for Sony Ericsson, there is no PR-manager, there has never been such a position in the company. The situation is exactly the same in a number of other markets, which leads to the fact that the company is not able to conduct a dialogue with publications, it does not have the tools for this. Sometimes the tasks of PR specialists are taken over by employees of other departments, which, as a result, in the absence of knowledge and understanding, results in ugly forms that repel any communication and make dialogue impossible.

Insincerity is at the root of all Sony Ericsson's problems today. In the wake of the success of previous years, the company's employees were carried away by obtaining positions, regalia, forgetting about their work, and this happened in all countries. The spirit of innovation for which the company was so famous was gone. Real innovations began to be replaced by dreams about them. As a buyer, under the guise of the most technologically advanced products, I was offered not very interesting, rapidly outdated models with a high cost, not competitive on the market. And again, insincerity broke through when the company tried to convince me through advertising, weak PR that these are great products. In order not to be unfounded, let me give another example of such insincerity. This time when communicating with partners. A Retail Portal has been opened especially for them, where sellers of Sony Ericsson phones can get advice, view information about models, and download additional materials. For several years, this portal has been updated sporadically, in some countries, for example, in Russia, entire sections do not work at all, leading to nowhere. But that's half the trouble. In sales materials for specific phones, they are compared not with today's models, but with devices that are leaving the market or are not direct and real competitors for them. The company's marketers perfectly convey to your partners, sellers, the main idea - insincerity. It is clear that no one can use such materials in real work, so we can assume that the company is throwing money away, paying for the work of many people.

This situation arose through no fault of yours, nor is it your predecessor's fault alone, it is the sum of the aspirations of the various people who form the company. At some point, insincerity appeared, and today it is broadcast in everything Sony Ericsson does. Someone can see it, someone is not aware of it, but feels it all together gives extremely negative consequences for the Sony Ericsson brand. At the moment, the value of the brand is rapidly deteriorating, and this is much more dangerous than the loss of sales, they can be returned by creating products. It is difficult to return the true love of buyers, to establish a dialogue with the press, to create favorable conditions for subsequent success. The change in top managers of the company shows that the problem is recognized, and this gives me, as a buyer of Sony Ericsson products in the past, hope. Please don't destroy it, you have a chance that few get. Raise a successful manufacturer in the past from the situation in which he found himself. But the achievement of this task is impossible without a small component - sincerity in relations with customers, partners, and the press. It seems that the task is trivial, but in fact it is the most difficult thing you can think of. You have a huge credibility, people are willing to wait another year to see positive changes. At least see the dynamics of these changes. In the meantime, we see insincerity and deterioration of the situation, the announcement of frankly weak products that are disguised as technological, modern.

The situation for Sony Ericsson has gone so far that insincerity is ruining the company every day, so I decided to make this letter public, perhaps it will help your employees think about what is happening and how, how you can improve the situation for the company. Yes, and you will read it in this case, guaranteed. I do not expect a public response from you, it is redundant. Let this or that initiative become such an answer, a dialogue with buyers and / or the press that you will establish before the end of the year, voice the steps you will take to correct the situation. Although if you find it necessary to enter into a dialogue, we are always ready for it, our platform will give you a platform from which you can address your past or future customers, those who love the Sony Ericsson brand. But this is by no means necessary, just try to turn the tide and clean out those Augean stables. I sincerely hope that you will succeed.

Letter from Sony Ericsson CEO to Bert Nordberg

I was inspired to write this letter by the fact that you were responsible for communications at Ericsson, and your colleagues speak very warmly of you as a professional and a person who understands the essence of things happening in the company. Do not take it as flattery, but otherwise this letter would not exist.

At Sony Ericsson you have a different scope of work, new people, different tasks. As a human being who has supported the Sony Ericsson brand since the company's inception, let me tell you how the people at Sony Ericsson have been able to consistently get me to dislike the brand's products over the course of two years. One could refer to the rejection of the brand by ordinary buyers, my fellow journalists, which is reflected in the negative coverage of the company in the press, poor sales, depressing financial performance. But I won't do that, you know much better about the deplorable state of affairs than I do, it is what brought you to Sony Ericsson, taking on the role of a public voice is also out of my hands. Using the example of a change in my attitude, I will try to show the problems that Sony Ericsson has today and are not visible from the inside or are deliberately hidden, as some people are afraid of losing their jobs and / or bonuses. This is by no means an accusatory letter against negligent employees, unfortunately, the crisis at Sony Ericsson is of a systemic nature. This is an attempt by a former extremely loyal product user to help you see your company from the outside. Perhaps this view will allow you to understand the pain points, to do your job better. Perhaps you will consider this letter crazy and ignore how the last two years the company has ignored all the reviews about its activities from ordinary consumers and journalists. Denying the problem does not solve it, but this is exactly the tactics Sony Ericsson adheres to, I hope that with your arrival, Sony Ericsson employees will be able to face the truth and admit within the company that there are problems, the future of the company is by no means cloudless, and it is necessary to work to rectify the situation.

Let me introduce myself in a few words, since we don't know each other. My position is the Editor-in-Chief of Mobile-Review.com, a publication devoted to mobile phones and enjoying authority among all players in this market. Every day we are visited by 150 to 200 thousand people from all over the world who come for information about mobile phones, accessories, communication. Since 2002, we have consistently focused on Sony Ericsson products, as we saw in the newcomer what your company was, Monopoly Board Game huge potential, and make no mistake. The increase in traffic to our project was largely due to the successful products that Sony Ericsson released and the up-to-date information that we provided to our readers.

In 2005, at the invitation of Sony Ericsson, I was in Lund, where we discussed security issues, information leaks and reached a gentlemen's agreement, according to which we voluntarily refused to publish information that could harm the company. A number of directives relating to security appeared in Sony Ericsson as a result of this meeting. Within the framework of the dialogue, our communication has never been in the nature of confrontation, struggle, or anything like that. As a publication, we emphasized both the pros of the products and their cons, weaknesses. Which is our job. We did not ask for any preferences from Sony Ericsson, special relations or anything like that. With all the players in the market, we have the same even relationship. Expressing their thoughts in the materials on the Mobile-Review.com, I never lied, everything said was exactly my feelings about products, companies, their actions, strategies. The great phones T610, P800, P900, P910, K750 have earned sincere support and settled in my family, because working in this area, I used to buy the best for my family. What has changed in the last few years? Why "unexpectedly" my attitude towards the company became so harsh, negative, and product reviews so "bad".

Sony Ericsson employees found many explanations for this, none of them included the deterioration of the quality of products, insincerity in communications with the market, end users. Out of good intentions, during 2007 I tried to show various employees of the company that a crisis situation was coming, that certain steps should be taken to correct it. But then he gave up this meaningless occupation, because "the company had temporary difficulties that cannot be interpreted as something serious." Two years have passed, and temporary difficulties have grown into something more.

For me, the main reason for the negative attitude was insincerity in the company's relations with its customers, and there is none inside the company. Let me give you a typical example. When your predecessor, Dick Homiyama, visited Russia, they arranged for him to visit several shops selling Sony Ericsson phones. Previously, special shelves for Sony Ericsson phones were installed in these stores, placed in prominent places, and removed after the visit. “Not to be, but to seem” is the motto of the company you run today. This approach is used systematically and at all levels. When preparing models for launch on the market, the results of research are adjusted, the perception of models in focus groups, after which the novelties deafeningly fail and gather dust on the shelves for years, which is worth the example of Sony Ericsson W980, Sony Ericsson X1. This is insincerity in relations within Sony Ericsson, and as a consumer I don't care much about it, this is your inner kitchen. As well as games with market shares in certain regions of the world that do not correspond to the company's sales in real terms. This is the inner workings of Sony Ericsson, and it's up to you to organize it any way you like. If your employees like not to be strong, not to be able to sell a product, but only show sales on paper, then this is the choice of the company.

As a consumer, I have other concerns. The impossibility of getting phone service on time and with high quality, ignoring factory defects and the need to seek repairs, and not get it instantly and for free. Of course, your colleagues will be able to call each such case "private", not worthy of attention and fit into the standard percentage of marriage. Maybe. But on the consumer side, I see these issues being ignored for several years.

Moreover, when we, as journalists, begin to write about them, we are directly told that "it is impossible to write such things, and there are no problems." However, like the statements of various employees of the company that “journalists cannot draw conclusions, they must leave them to the discretion of the readers”, show a complete lack of understanding of how the media work, who are journalists and how to work with them. Basics of communications. In Russia, which is traditionally included in the list of key markets for Sony Ericsson, there is no PR-manager, there has never been such a position in the company. The situation is exactly the same in a number of other markets, which leads to the fact that the company is not able to conduct a dialogue with publications, it does not have the tools for this. Sometimes the tasks of PR specialists are taken over by employees of other departments, which, as a result, in the absence of knowledge and understanding, results in ugly forms that repel any communication and make dialogue impossible.

Insincerity is at the root of all Sony Ericsson's problems today. In the wake of the success of previous years, the company's employees were carried away by obtaining positions, regalia, forgetting about their work, and this happened in all countries. The spirit of innovation for which the company was so famous was gone. Real innovations began to be replaced by dreams about them. As a buyer, under the guise of the most technologically advanced products, I was offered not very interesting, rapidly outdated models with a high cost, not competitive on the market. And again, insincerity broke through when the company tried to convince me through advertising, weak PR that these are great products. In order not to be unfounded, let me give another example of such insincerity. This time when communicating with partners. A Retail Portal has been opened especially for them, where sellers of Sony Ericsson phones can get advice, view information about models, and download additional materials. For several years, this portal has been updated sporadically, in some countries, for example, in Russia, entire sections do not work at all, leading to nowhere. But that's half the trouble. In sales materials for specific phones, they are compared not with today's models, but with devices that are leaving the market or are not direct and real competitors for them. The company's marketers perfectly convey to your partners, sellers, the main idea - insincerity. It is clear that no one can use such materials in real work, so we can assume that the company is throwing money away, paying for the work of many people.

This situation arose through no fault of yours, nor is it your predecessor's fault alone, it is the sum of the aspirations of the various people who form the company. At some point, insincerity appeared, and today it is broadcast in everything Sony Ericsson does. Someone can see it, someone is not aware of it, but feels it all together gives extremely negative consequences for the Sony Ericsson brand. At the moment, the value of the brand is rapidly deteriorating, and this is much more dangerous than the loss of sales, they can be returned by creating products. It is difficult to return the true love of buyers, to establish a dialogue with the press, to create favorable conditions for subsequent success. The change in top managers of the company shows that the problem is recognized, and this gives me, as a buyer of Sony Ericsson products in the past, hope. Please don't destroy it, you have a chance that few get. Raise a successful manufacturer in the past from the situation in which he found himself. But the achievement of this task is impossible without a small component - sincerity in relations with customers, partners, and the press. It seems that the task is trivial, but in fact it is the most difficult thing you can think of. You have a huge credibility, people are willing to wait another year to see positive changes. At least see the dynamics of these changes. In the meantime, we see insincerity and deterioration of the situation, the announcement of frankly weak products that are disguised as technological, modern.

The situation for Sony Ericsson has gone so far that insincerity is ruining the company every day, so I decided to make this letter public, perhaps it will help your employees think about what is happening and how, how you can improve the situation for the company. Yes, and you will read it in this case, guaranteed. I do not expect a public response from you, it is redundant. Let this or that initiative become such an answer, a dialogue with buyers and / or the press that you will establish before the end of the year, voice the steps you will take to correct the situation. Although if you find it necessary to enter into a dialogue, we are always ready for it, our platform will give you a platform from which you can address your past or future customers, those who love the Sony Ericsson brand. But this is by no means necessary, just try to turn the tide and clean out those Augean stables. I sincerely hope that you will succeed.

Letter from Sony Ericsson CEO to Bert Nordberg

I was inspired to write this letter by the fact that you were responsible for communications at Ericsson, and your colleagues speak very warmly of you as a professional and a person who understands the essence of things happening in the company. Do not take it as flattery, but otherwise this letter would not exist.

At Sony Ericsson you have a different scope of work, new people, different tasks. As a human being who has supported the Sony Ericsson brand since the company's inception, let me tell you how the people at Sony Ericsson have been able to consistently get me to dislike the brand's products over the course of two years. One could refer to the rejection of the brand by ordinary buyers, my fellow journalists, which is reflected in the negative coverage of the company in the press, poor sales, depressing financial performance. But I won't do that, you know much better about the deplorable state of affairs than I do, it is what brought you to Sony Ericsson, taking on the role of a public voice is also out of my hands. Using the example of a change in my attitude, I will try to show the problems that Sony Ericsson has today and are not visible from the inside or are deliberately hidden, as some people are afraid of losing their jobs and / or bonuses. This is by no means an accusatory letter against negligent employees, unfortunately, the crisis at Sony Ericsson is of a systemic nature. This is an attempt by a former extremely loyal product user to help you see your company from the outside. Perhaps this view will allow you to understand the pain points, to do your job better. Perhaps you will consider this letter crazy and ignore how the last two years the company has ignored all the reviews about its activities from ordinary consumers and journalists. Denying the problem does not solve it, but this is exactly the tactics Sony Ericsson adheres to, I hope that with your arrival, Sony Ericsson employees will be able to face the truth and admit within the company that there are problems, the future of the company is by no means cloudless, and it is necessary to work to rectify the situation.

Let me introduce myself in a few words, since we don't know each other. My position is the Editor-in-Chief of Mobile-Review.com, a publication devoted to mobile phones and enjoying authority among all players in this market. Every day we are visited by 150 to 200 thousand people from all over the world who come for information about mobile phones, accessories, communication. Since 2002, we have consistently focused on Sony Ericsson products, as we saw in the newcomer what your company was, Monopoly Board Game huge potential, and make no mistake. The increase in traffic to our project was largely due to the successful products that Sony Ericsson released and the up-to-date information that we provided to our readers.

In 2005, at the invitation of Sony Ericsson, I was in Lund, where we discussed security issues, information leaks and reached a gentlemen's agreement, according to which we voluntarily refused to publish information that could harm the company. A number of directives relating to security appeared in Sony Ericsson as a result of this meeting. Within the framework of the dialogue, our communication has never been in the nature of confrontation, struggle, or anything like that. As a publication, we emphasized both the pros of the products and their cons, weaknesses. Which is our job. We did not ask for any preferences from Sony Ericsson, special relations or anything like that. With all the players in the market, we have the same even relationship. Expressing their thoughts in the materials on the Mobile-Review.com, I never lied, everything said was exactly my feelings about products, companies, their actions, strategies. The great phones T610, P800, P900, P910, K750 have earned sincere support and settled in my family, because working in this area, I used to buy the best for my family. What has changed in the last few years? Why "unexpectedly" my attitude towards the company became so harsh, negative, and product reviews so "bad".

Sony Ericsson employees found many explanations for this, none of them included the deterioration of the quality of products, insincerity in communications with the market, end users. Out of good intentions, during 2007 I tried to show various employees of the company that a crisis situation was coming, that certain steps should be taken to correct it. But then he gave up this meaningless occupation, because "the company had temporary difficulties that cannot be interpreted as something serious." Two years have passed, and temporary difficulties have grown into something more.

For me, the main reason for the negative attitude was insincerity in the company's relations with its customers, and there is none inside the company. Let me give you a typical example. When your predecessor, Dick Homiyama, visited Russia, they arranged for him to visit several shops selling Sony Ericsson phones. Previously, special shelves for Sony Ericsson phones were installed in these stores, placed in prominent places, and removed after the visit. “Not to be, but to seem” is the motto of the company you run today. This approach is used systematically and at all levels. When preparing models for launch on the market, the results of research are adjusted, the perception of models in focus groups, after which the novelties deafeningly fail and gather dust on the shelves for years, which is worth the example of Sony Ericsson W980, Sony Ericsson X1. This is insincerity in relations within Sony Ericsson, and as a consumer I don't care much about it, this is your inner kitchen. As well as games with market shares in certain regions of the world that do not correspond to the company's sales in real terms. This is the inner workings of Sony Ericsson, and it's up to you to organize it any way you like. If your employees like not to be strong, not to be able to sell a product, but only show sales on paper, then this is the choice of the company.

As a consumer, I have other concerns. The impossibility of getting phone service on time and with high quality, ignoring factory defects and the need to seek repairs, and not get it instantly and for free. Of course, your colleagues will be able to call each such case "private", not worthy of attention and fit into the standard percentage of marriage. Maybe. But on the consumer side, I see these issues being ignored for several years.

Moreover, when we, as journalists, begin to write about them, we are directly told that "it is impossible to write such things, and there are no problems." However, like the statements of various employees of the company that “journalists cannot draw conclusions, they must leave them to the discretion of the readers”, show a complete lack of understanding of how the media work, who are journalists and how to work with them. Basics of communications. In Russia, which is traditionally included in the list of key markets for Sony Ericsson, there is no PR-manager, there has never been such a position in the company. The situation is exactly the same in a number of other markets, which leads to the fact that the company is not able to conduct a dialogue with publications, it does not have the tools for this. Sometimes the tasks of PR specialists are taken over by employees of other departments, which, as a result, in the absence of knowledge and understanding, results in ugly forms that repel any communication and make dialogue impossible.

Insincerity is at the root of all Sony Ericsson's problems today. In the wake of the success of previous years, the company's employees were carried away by obtaining positions, regalia, forgetting about their work, and this happened in all countries. The spirit of innovation for which the company was so famous was gone. Real innovations began to be replaced by dreams about them. As a buyer, under the guise of the most technologically advanced products, I was offered not very interesting, rapidly outdated models with a high cost, not competitive on the market. And again, insincerity broke through when the company tried to convince me through advertising, weak PR that these are great products. In order not to be unfounded, let me give another example of such insincerity. This time when communicating with partners. A Retail Portal has been opened especially for them, where sellers of Sony Ericsson phones can get advice, view information about models, and download additional materials. For several years, this portal has been updated sporadically, in some countries, for example, in Russia, entire sections do not work at all, leading to nowhere. But that's half the trouble. In sales materials for specific phones, they are compared not with today's models, but with devices that are leaving the market or are not direct and real competitors for them. The company's marketers perfectly convey to your partners, sellers, the main idea - insincerity. It is clear that no one can use such materials in real work, so we can assume that the company is throwing money away, paying for the work of many people.

This situation arose through no fault of yours, nor is it your predecessor's fault alone, it is the sum of the aspirations of the various people who form the company. At some point, insincerity appeared, and today it is broadcast in everything Sony Ericsson does. Someone can see it, someone is not aware of it, but feels it all together gives extremely negative consequences for the Sony Ericsson brand. At the moment, the value of the brand is rapidly deteriorating, and this is much more dangerous than the loss of sales, they can be returned by creating products. It is difficult to return the true love of buyers, to establish a dialogue with the press, to create favorable conditions for subsequent success. The change in top managers of the company shows that the problem is recognized, and this gives me, as a buyer of Sony Ericsson products in the past, hope. Please don't destroy it, you have a chance that few get. Raise a successful manufacturer in the past from the situation in which he found himself. But the achievement of this task is impossible without a small component - sincerity in relations with customers, partners, and the press. It seems that the task is trivial, but in fact it is the most difficult thing you can think of. You have a huge credibility, people are willing to wait another year to see positive changes. At least see the dynamics of these changes. In the meantime, we see insincerity and deterioration of the situation, the announcement of frankly weak products that are disguised as technological, modern.

The situation for Sony Ericsson has gone so far that insincerity is ruining the company every day, so I decided to make this letter public, perhaps it will help your employees think about what is happening and how, how you can improve the situation for the company. Yes, and you will read it in this case, guaranteed. I do not expect a public response from you, it is redundant. Let this or that initiative become such an answer, a dialogue with buyers and / or the press that you will establish before the end of the year, voice the steps you will take to correct the situation. Although if you find it necessary to enter into a dialogue, we are always ready for it, our platform will give you a platform from which you can address your past or future customers, those who love the Sony Ericsson brand. But this is by no means necessary, just try to turn the tide and clean out those Augean stables. I sincerely hope that you will succeed.

Letter from Sony Ericsson CEO to Bert Nordberg

I was inspired to write this letter by the fact that you were responsible for communications at Ericsson, and your colleagues speak very warmly of you as a professional and a person who understands the essence of things happening in the company. Do not take it as flattery, but otherwise this letter would not exist.

At Sony Ericsson you have a different scope of work, new people, different tasks. As a human being who has supported the Sony Ericsson brand since the company's inception, let me tell you how the people at Sony Ericsson have been able to consistently get me to dislike the brand's products over the course of two years. One could refer to the rejection of the brand by ordinary buyers, my fellow journalists, which is reflected in the negative coverage of the company in the press, poor sales, depressing financial performance. But I won't do that, you know much better about the deplorable state of affairs than I do, it is what brought you to Sony Ericsson, taking on the role of a public voice is also out of my hands. Using the example of a change in my attitude, I will try to show the problems that Sony Ericsson has today and are not visible from the inside or are deliberately hidden, as some people are afraid of losing their jobs and / or bonuses. This is by no means an accusatory letter against negligent employees, unfortunately, the crisis at Sony Ericsson is of a systemic nature. This is an attempt by a former extremely loyal product user to help you see your company from the outside. Perhaps this view will allow you to understand the pain points, to do your job better. Perhaps you will consider this letter crazy and ignore how the last two years the company has ignored all the reviews about its activities from ordinary consumers and journalists. Denying the problem does not solve it, but this is exactly the tactics Sony Ericsson adheres to, I hope that with your arrival, Sony Ericsson employees will be able to face the truth and admit within the company that there are problems, the future of the company is by no means cloudless, and it is necessary to work to rectify the situation.

Let me introduce myself in a few words, since we don't know each other. My position is the Editor-in-Chief of Mobile-Review.com, a publication devoted to mobile phones and enjoying authority among all players in this market. Every day we are visited by 150 to 200 thousand people from all over the world who come for information about mobile phones, accessories, communication. Since 2002, we have consistently focused on Sony Ericsson products, because we saw a huge potential in the newcomer, which was your company, Monopoly Board Game, and we were not mistaken. The increase in traffic to our project was largely due to the successful products that Sony Ericsson released and the up-to-date information that we provided to our readers.

Let me introduce myself in a few words, since we do not know each other. My position is the Editor-in-Chief of Mobile-Review.com, a publication devoted to mobile phones and enjoying authority among all players in this market. Every day we are visited by 150 to 200 thousand people from all over the world who come for information about mobile phones, accessories, communication. Since 2002, we have consistently focused on Sony Ericsson products, as we saw in the newcomer what your company was, Monopoly Board Game Monopoly Board Game huge potential, and make no mistake. The growth in traffic to our project was largely due to the successful products that Sony Ericsson released and the up-to-date information that we provided to our readers.

In 2005, at the invitation of Sony Ericsson, I was in Lund, where we discussed security issues, information leaks and reached a gentlemen's agreement, according to which we voluntarily refused to publish information that could harm the company. A number of directives relating to security appeared in Sony Ericsson as a result of this meeting. Within the framework of the dialogue, our communication has never been in the nature of confrontation, struggle or anything like that. As a publication, we emphasized both the pros of the products and their cons, weaknesses. Which is our job. We did not ask for any preferences from Sony Ericsson, special relations or anything like that. With all the players in the market, we have the same even relationship. Expressing my thoughts in the materials on Mobile-Review.com, I never pretended to be, everything said was exactly my feelings about products, companies, their actions, strategies. The great phones T610, P800, P900, P910, K750 have earned sincere support and settled in my family, because working in this area, I used to buy the best for my family. What has changed in the last few years? Why "unexpectedly" my attitude towards the company became so harsh, negative, and product reviews so "bad".

Sony Ericsson employees found many explanations for this, none of them included the deterioration of the quality of products, insincerity in communications with the market, end users. Out of good intentions, during 2007 I tried to show various employees of the company that a crisis situation was coming, that certain steps should be taken to correct it. But then he gave up this meaningless occupation, because "the company had temporary difficulties that cannot be interpreted as something serious." Two years have passed, and temporary difficulties have grown into something more.

For me, the main reason for the negative attitude was insincerity in the company's relations with its customers, and there is none inside the company. Let me give you a typical example. When your predecessor, Dick Homiyama, visited Russia, they arranged for him to visit several shops selling Sony Ericsson phones. Previously, special shelves for Sony Ericsson phones were installed in these stores, placed in prominent places, and removed after the visit. “Not to be, but to seem” is the motto of the company you run today. This approach is used systematically and at all levels. When preparing models for launch on the market, the results of research are adjusted, the perception of models in focus groups, after which the novelties deafeningly fail and gather dust on the shelves for years, which is worth the example of Sony Ericsson W980, Sony Ericsson X1. This is insincerity in relations within Sony Ericsson, and as a consumer I don't care much about it, this is your inner kitchen. As well as games with market shares in certain regions of the world that do not correspond to the company's sales in real terms. This is the inner workings of Sony Ericsson, and it's up to you to organize it any way you like. If your employees like not to be strong, not to be able to sell a product, but only show sales on paper, then this is the choice of the company.

As a consumer, I have other concerns. The impossibility of getting phone service on time and with high quality, ignoring factory defects and the need to seek repairs, and not get it instantly and for free. Of course, your colleagues will be able to call each such case "private", not worthy of attention and fit into the standard percentage of marriage. Maybe. But on the consumer side, I see these issues being ignored for several years.

Moreover, when we, as journalists, begin to write about them, we are directly told that "it is impossible to write such things, and there are no problems." However, like the statements of various employees of the company that “journalists cannot draw conclusions, they must leave them to the discretion of the readers”, show a complete lack of understanding of how the media work, who are journalists and how to work with them. Basics of communications. In Russia, which is traditionally included in the list of key markets for Sony Ericsson, there is no PR-manager, there has never been such a position in the company. The situation is exactly the same in a number of other markets, which leads to the fact that the company is not able to conduct a dialogue with publications, it does not have the tools for this. Sometimes the tasks of PR specialists are taken over by employees of other departments, which, as a result, in the absence of knowledge and understanding, results in ugly forms that repel any communication and make dialogue impossible.

Insincerity is at the root of all Sony Ericsson's problems today. In the wake of the success of previous years, the company's employees were carried away by obtaining positions, regalia, forgetting about their work, and this happened in all countries. The spirit of innovation for which the company was so famous was gone. Real innovations began to be replaced by dreams about them. As a buyer, under the guise of the most technologically advanced products, I was offered not very interesting, rapidly outdated models with a high cost, not competitive on the market. And again, insincerity broke through when the company tried to convince me through advertising, weak PR that these are great products. In order not to be unfounded, let me give another example of such insincerity. This time when communicating with partners. A Retail Portal has been opened especially for them, where sellers of Sony Ericsson phones can get advice, view information about models, and download additional materials. For several years, this portal has been updated sporadically, in some countries, for example, in Russia, entire sections do not work at all, leading to nowhere. But that's half the trouble. In sales materials for specific phones, they are compared not with today's models, but with devices that are leaving the market or are not direct and real competitors for them. The company's marketers perfectly convey to your partners, sellers, the main idea - insincerity. It is clear that no one can use such materials in real work, so we can assume that the company is throwing money away, paying for the work of many people.

This situation arose through no fault of yours, nor is it your predecessor's fault alone, it is the sum of the aspirations of the various people who form the company. At some point, insincerity appeared, and today it is broadcast in everything Sony Ericsson does. Someone can see it, someone is not aware of it, but feels it all together gives extremely negative consequences for the Sony Ericsson brand. At the moment, the value of the brand is rapidly deteriorating, and this is much more dangerous than the loss of sales, they can be returned by creating products. It is difficult to return the true love of buyers, to establish a dialogue with the press, to create favorable conditions for subsequent success. The change in top managers of the company shows that the problem is recognized, and this gives me, as a buyer of Sony Ericsson products in the past, hope. Please don't destroy it, you have a chance that few get. Raise a successful manufacturer in the past from the situation in which he found himself. But the achievement of this task is impossible without a small component - sincerity in relations with customers, partners, and the press. It seems that the task is trivial, but in fact it is the most difficult thing you can think of. You have a huge credibility, people are willing to wait another year to see positive changes. At least see the dynamics of these changes. In the meantime, we see insincerity and deterioration of the situation, the announcement of frankly weak products that are disguised as technological, modern.

The situation for Sony Ericsson has gone so far that insincerity is ruining the company every day, so I decided to make this letter public, perhaps it will help your employees think about what is happening and how, how you can improve the situation for the company. Yes, and you will read it in this case, guaranteed. I do not expect a public response from you, it is redundant. Let this or that initiative become such an answer, a dialogue with buyers and / or the press that you will establish before the end of the year, voice the steps you will take to correct the situation. Although if you find it necessary to enter into a dialogue, we are always ready for it, our platform will give you a platform from which you can address your past or future customers, those who love the Sony Ericsson brand. But this is by no means necessary, just try to turn the tide and clean out those Augean stables. I sincerely hope that you will succeed.