Until now the bulk of the mobile phone manufacturer's advertising, which was won by Saatchi & Saatchi in September, has centred on Sony Ericsson's camera and music-enabled handsets, including the Cybershot K810i and the Walkman W580i.
The brand will now focus on the screen quality and web-browsing functionality of its new and soon-to-launch phones. The move is intended to help it compete with Nokia, which recently launched its N95 multimedia handset.
The initiative comes as the UK's biggest mobile firms engage in an internet-access price war based on flat-rate tariffs. Networks including T-Mobile, Vodafone and 3 are allowing users to surf the web for a one-off monthly fee, which is expected to spur a rise in mobile internet use (Marketing, 18 April).
In January, Sony Ericsson reported an increase in sales attributable to the popularity of its music-enabled phones. The manufacturer sold more than 60m phones with music capabilities as overall sales of its handsets rose by 23m to 74.8m units.