Sony Ericsson’s Xperia Range Receives Four iF Design Awards

Xperia active, Xperia ray, Xperia mini pro and Mix Walkman Recognized for Innovative Design and High-end Functionality
Xperia active Wins Gold Award

Dubai-UAE: 21 February 2012 – Sony Ericsson today announced it has received four Product Design recognitions at the International Forum of Design (iF) Awards in the telecommunications category. Its latest offering ‘Xperia active’ received top honors – the Gold Award.

The iF’s comprehensive judging criteria include quality of design and finish, choice of materials, environmental impact and functionality. The awards ceremony took place in Munich, Germany on February 9, 2012.

Jeanna Kimbré, Director of Creative Product Design for Sony Ericsson, said: “The Xperia active smartphone reflects our commitment to offering handsets for active consumers with stunning design inside and out. Design has always been a cornerstone of our approach to innovation. We will continue to build on this success with the new iconic design language introduced as part of our 2012 portfolio.”

Special gold recognition for Xperia active
The iF product design gold award acknowledges the very best designs in the telecommunications industry. Xperia active boasts a scratch resistant touch display that can be used with wet fingers and features technology that enables the display to remain visible even in bright light.

Sony Ericsson has carefully chosen materials for Xperia active to ensure the best aesthetics are delivered and that the smartphone is durable, sustainable and functional. A sturdy aluminum frame surrounds and protects the display, which embodies the essence of XperiaTM active – utilitarian elegance.

Ralph Wiegmann, Managing Director of iF International Forum Design, GmbH, said: “We warmly congratulate Sony Ericsson for its first iF gold award. Xperia active is a very functional smartphone with a highly elegant design and features that make it the number one choice for sport users. The water and dust-resistance makes it a special product that offers a symbiosis of functionality and elegance.”

Xperia range – award winning designs
The iF awards recognized the wider Xperia range and awarded Xperia ray, Mix Walkman and Xperia mini pro with product design awards. The breadth of awards demonstrates Sony Ericsson’s commitment to creating beautifully designed smartphones across the portfolio without compromising on functionality.

Xperia ray offers a slim yet dynamic shape that can perfectly fit into the palm. The aluminum sides give the product a premium expression and a positive tactile experience.
The interchangeable band on Mix Walkman allows consumers to express their personality via their handset. The precision of the clean front surface together with the soft curvature on the back creates a product with a distinct feeling.
Xperia mini pro boasts a QWERTY keyboard to enable fast typing. The fusion of exquisite lacquers, reflective metal and colorful accents create a stylish, fresh and energetic look.

The iF product design awards are an internationally recognized label for award-winning design and a symbol for outstanding achievements in design.

About Sony Ericsson
Sony Ericsson is a 50:50 joint venture between Sony Corporation (“Sony”) and Telefonaktiebolaget LM Ericsson (“Ericsson”). In October 2011 it was announced by Sony and Ericsson that Sony will acquire Ericsson‟s stake in the company and that Sony Ericsson will become a wholly-owned subsidiary of Sony. The transaction is expected to close in late January to February, subject to customary closing conditions, including regulatory approvals. Over the years Sony Ericsson has brought together the best communication technologies with superior entertainment user experiences to create its Xperia™ line of the „most entertaining smartphones‟ in the mobile handset industry. With its global corporate functions in London, Sony Ericsson has sales and marketing operations in all major regions of the world, as well as manufacturing in China, and product development sites in China, Japan, Sweden and Silicon Valley, California. For more information, please visit: www.sonyericsson.com/press.