If you thought saying Sony Ericsson Xperia X10 mini pro was a mouthful then you will be happy to know that at least one word out of that enormous name will be dropped by next year.
As we already know, Sony had announced their intent to acquire the Ericsson's stake in Sony Ericsson back in October. The transaction was said to complete sometime in January, 2012.
Now, however, we know that the name change to simply 'Sony' (which was inevitable) won't happen before mid-2012. Also, once Sony takes over, the brand will only concentrate on selling smartphones, with the current feature phones being dropped completely.
Kristian Tear, executive VP and head of sales and marketing at Sony Ericsson, while speaking to the Times of India, said:
"A lot of planning goes into getting the branding right but we will be done by middle of next year. It will also mean that the marketing and advertising investments will go up. We haven't been as fierce as we were a few years back but we will step it up, refocus and invest more in brand-building in select markets and India is one of those markets."
With their focus now being solely on smartphones, we can expect a lot better ones from Sony Ericsson in the future. Sorry, we meant from Sony.