How has Sony Ericsson adjusted its marketing budget to the recession?
In the recession, we are starting to re-evaluate how we spend marketing money, making sure we reach the right people on their turf and that we spend efficiently. Events are important because they can be more targeted and relevant.
What are Sony Ericsson's event plans for 2010?
We will attend the Mobile World Congress in Barcelona in February - it's a key business-to-business event. We also plan to attend International CES in Las Vegas in January.
What sporting events is Sony Ericsson involved with?
We will be doing the Sony Ericsson Open in Miami. It's a great opportunity to showcase the brand and bring it to life in an environment where our consumers are relaxed. There are a lot of events linked to the Fifa World Cup going on in the new year.
How important to Sony Ericsson are events as a marketing tool?
Events are among the top three to five tools in our marketing budget.