Sony Ericsson Expands its Alliance with Billabong
(SPORTS TECHNOLOGY)
Sony Ericsson recently announced that it has expanded its strategic alliance with Billabong, a brand that promotes an authentic lifestyle and the true values of core boardsports (surfing, snowboarding, skateboarding and wakeboarding). The companies collaborated their efforts to launch Xperia active Billabong edition smartphone, a tough, scratch-resistant smartphone ideal for sports enthusiasts.
According to the terms of the expanded alliance, Xperia active Billabong edition smartphone will feature screenscavers, videos and mobile app from Billabong. Billabong will also feature Sony Ericsson (News 
- Alert) Xperia smartphones in all its major events.
“Billabong brings a new, enthusiastic and engaging audience who are early technology adopters and influencers in the areas of sports and technology,”said Stephan Croix, VP Head of Global Marketing Creation for Sony Ericsson (News - Alert). “This partnership is a perfect fit with our brand and the Xperia™ range of smartphones.”
The partnership is an expansion of Billabong and Sony’s long term relationship and an extension of an Asia Pacific alliance developed with Sony Ericsson in 2011.
“Our customers are very tech savvy and their top interests include music, photography, social media and, of course, action sports. Each of these interests can be captured or experienced through the Xperia™ active and we are working on some exciting apps and accessories that should add to the user’s experience,” said Scott Wallace, Billabong’s International VP of Strategic Partnerships & New Media.
In related news, Switzerland's largest operator Swisscom (News - Alert) and Ericsson (NASDAQ:ERIC) have launched a partnership to develop the M2M market. Swisscom will offer enterprises from different industries both in Switzerland and abroad. Services will leverage efficiencies along their customers' value chain from production to distribution.
Swisscom's M2M offering is based on Ericsson's market-proven Device Connection Platform, which allows for cost-efficient management of a large number of connected devices and machines. The first trials will start in February 2012 and commercial introduction of services is scheduled for the summer 2012.
Rahul Arora is a TMCnet contributor. He has worked as an editor and freelance writer for several reputed organizations in India. To read more of his articles, please visit his columnist page.
Edited by Amanda Ciccatelli
