CVL Think | Plan | Do

The Background

                                                  Sony Ericsson is a leading global mobile handset manufacturer with a reputation for market innovation and delivering value to its customers.

Location Based Services (LBS) were seen as a new way of delivering real benefit to its customers. LBS allows the mobile handset location to be accurately tracked via satellite positioning. This enables new service possibilities, such as locating where friends and family are through the placing of their mobiles. Other possibilities include new developments such as mobile social networking (e.g. the mobile equivalent of a ‘Facebook’) to connect with friends, while on the move.

Sony Ericsson hired CVL to develop its strategy for mobile LBS applications.

 

"CVL covered a lot of ground in a very short space of time, for a market that is still in its infancy worldwide. The final result has given us a clear steer in terms of where to prioritise next and how to progress our plans in a more focused manner."
David Hilton, Marketing Director Sony Ericsson UK & Ireland

      

The CVL Solution

CVL conducted a comprehensive analysis of markets, customers, rival competitors and mobile network operator services, to identify new GPS enabled LBS, to date.

CVL created personas to show how new services would fit within likely consumer lifestyles and fit with targeted segments. CVL also identified the priority applications to develop and assessed key development partners to engage with for applications.

CVL short-listed a range of applications and developers for Sony Ericsson to partner with, and partner models.

The Benefits

The main benefit that CVL have brought to Sony Ericsson is a framework to identify LBS applications that are capable of delivering benefits to their customers;

- Identify the key services for its customers
- Reduce the time-to-market for LBS
- Enhance the service range from GPS
- Help to grow handset sales in 2008-09

CVL have enabled Sony Ericsson to take an agile and yet considered approach to new services development.