Sony Ericsson and Motorola are in a similar situation: both have recently lost market share at an alarming rate, and are betting their future onto a few Windows Mobile devices. For Motorola, it will be Attila and Alexander, while Sony Ericsson peddles the XPERIA X1.

While Sony Ericsson Austria has left the marketing to carriers so far, they have recently changed their strategy. I found the ad below in a popular Austrian tech magazine – it offers a J2ME program for download:
0at Sony Ericsson Austria uses Java app to advertise XPERIA

As for most other Java programs, I decided to use my Nokia N96 for testing. Sent out an SMS, downloaded 500KB – and presto, the XPERIA app was ready to rumble:
1a Sony Ericsson Austria uses Java app to advertise XPERIA 1b Sony Ericsson Austria uses Java app to advertise XPERIA

Starting it up reveals a 3×3 GUI which is heavily animated. The choices offered include a small “screen protector”, a web site where games can be downloaded and a Johnny X feature:
2a Sony Ericsson Austria uses Java app to advertise XPERIA 2b Sony Ericsson Austria uses Java app to advertise XPERIA 2c Sony Ericsson Austria uses Java app to advertise XPERIA 2d Sony Ericsson Austria uses Java app to advertise XPERIA

Finally, an option is included which allows you to access further information about the X1 while on the phone:
3a Sony Ericsson Austria uses Java app to advertise XPERIA 3b Sony Ericsson Austria uses Java app to advertise XPERIA 3c Sony Ericsson Austria uses Java app to advertise XPERIA 3d Sony Ericsson Austria uses Java app to advertise XPERIA

I personally think that this is a highly innovative thing – using an applet to advertise a new phone on the customer’s current phone is an amazing idea. If Sony Ericsson manages to ensure that the roll-out continues issue-free, I predict that this device could serve them very well…


Related posts:

  1. Sony Ericsson XPERIA X1 handled, disliked
  2. Sony Ericsson denies XPERIA X1 schedule slips
  3. Hands-on with a Sony Ericsson XPERIA X1 dummy
  4. Hands-on with a Sony Ericsson XPERIA X1 dummy
  5. Sony Ericsson XPERIA X1 – first ever SE Windows Mobile device

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