Sony Ericsson is a global provider of mobile multimedia devices, e.g., smartphones, PC cards, and accessories. The company products combine apps for mobile imaging, music, communications, entertainment, etc. As such, consumers look to Sony Ericsson as a source of communications and fun. Mobile providers look to Sony Ericsson as a source of compelling business opportunities.
Philosophy
Open Sony Ericsson’s web site, and you’ll see a very design-centered organization. According to sonyericsson.com, design “is integrated into every step of the process – intelligent features, user-friendly applications, innovative materials and, of course, an attractive visual appearance.” Good design should trigger all your senses, says the web site, with both a left-brained approach to usability and a right-brained approach to creating an “innovative, explorative … appeal to the emotions.” In short, the company believes designs inspire its customers.
Structure
Behind each Sony Ericsson device, there’s a global company with corporate functions in London; product development in China, Japan, Sweden, and Silicon Valley, California; manufacturing in China; and sales and marketing all over the world. The company works with leading global mobile operators to offer a broad choice of handsets and apps for customers.
You can see Sony Ericsson’s strategy and structure might lead to a lot of diversity. That’s mostly a good thing. But with CAD systems, not always. At the company’s UX Creative Design Centers, the Sony Ericsson worked with multiple CAD tools across its sites. For example, in China and Japan, designers worked with Pro/ENGINEER. In Sweden and the United States, Siemens UG NX was the house system. That’s why Sony Ericsson explored the idea of standardizing its global platforms for mechanical and electronic design. And after benchmarking, the team selected PTC and Creo for their mechanical design applications.
Streamlining design
PTC’s director of Electronics and High Tech, Mårten Gustafsson, says the consumer electronics industry specifically is highly competitive and complex, and its tough climate puts companies in a position where they need to “more effectively leverage, manage, and collaborate around product data.” The Sony Ericsson UX Creative Design Center is up for the challenge. Creo is now part of an enterprise where the future of mobile communication and entertainment takes shape – where industrial designers work alongside human interface designers, color and material designers and graphic designers. We look forward to our continued relationship with the company, and the broader use of Creo in product design.
Philosophy
Open Sony Ericsson’s web site, and you’ll see a very design-centered organization. According to sonyericsson.com, design “is integrated into every step of the process – intelligent features, user-friendly applications, innovative materials and, of course, an attractive visual appearance.” Good design should trigger all your senses, says the web site, with both a left-brained approach to usability and a right-brained approach to creating an “innovative, explorative … appeal to the emotions.” In short, the company believes designs inspire its customers.
Structure
Behind each Sony Ericsson device, there’s a global company with corporate functions in London; product development in China, Japan, Sweden, and Silicon Valley, California; manufacturing in China; and sales and marketing all over the world. The company works with leading global mobile operators to offer a broad choice of handsets and apps for customers.
You can see Sony Ericsson’s strategy and structure might lead to a lot of diversity. That’s mostly a good thing. But with CAD systems, not always. At the company’s UX Creative Design Centers, the Sony Ericsson worked with multiple CAD tools across its sites. For example, in China and Japan, designers worked with Pro/ENGINEER. In Sweden and the United States, Siemens UG NX was the house system. That’s why Sony Ericsson explored the idea of standardizing its global platforms for mechanical and electronic design. And after benchmarking, the team selected PTC and Creo for their mechanical design applications.
Streamlining design
PTC’s director of Electronics and High Tech, Mårten Gustafsson, says the consumer electronics industry specifically is highly competitive and complex, and its tough climate puts companies in a position where they need to “more effectively leverage, manage, and collaborate around product data.” The Sony Ericsson UX Creative Design Center is up for the challenge. Creo is now part of an enterprise where the future of mobile communication and entertainment takes shape – where industrial designers work alongside human interface designers, color and material designers and graphic designers. We look forward to our continued relationship with the company, and the broader use of Creo in product design.
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