Sony Mobile Communications is planning to spend up to £15 million marketing the Xperia S in the first three months of launch according to Mobile. The mass-market campaign will include TV, cinema and billboard advertisements.
The Xperia S will be the first Sony-branded Xperia smartphone to launch following the buyout of Ericsson from the Sony Ericsson joint venture. The campaign is believed to leverage Sony’s ‘four screen’ strategy, highlighting the crossover of Sony’s televisions, tablets and laptops with the new Xperia. All major UK carriers bar Vodafone will carry the Sony Xperia S on launch.
