"Purple has been ignored for too long while other popular colors such as pink, yellow and black seem to get all the attention," said Karen Morris, vice president of marketing, Sony Ericsson North America. "With this campaign, we hope to remind the world just what an exciting and appealing color Purple really is, and we want to give Purple lovers a way to share their passion for this underappreciated color. At Sony Ericsson, we are meticulous about design and color, and the fact that Purple is a growing favorite among 'fashionistas' is yet another indication that it is time for Purple to have its day."

Available in the U.S. exclusively through AT&T, the Sony Ericsson Z750a has a mirrored clamshell design with a hidden exterior display that comes to life when the phone is in use. The Z750a features mobile broadband for a high-speed Internet(1) connection and access to multimedia content that complements its multimedia player, 2.0 megapixel camera, Internet(1) browser and e-mail(2) capability using AT&T's Mobile Email application. The Z750a also can be purchased in Phantom Grey and Rose Pink, and is available at AT&T stores and authorized dealers.

For more information about Purple or the Z750a, please visit www.BringingPurpleBack.com.

Legal

(a) Grand prize to be awarded in the form of an American Express gift card.

(b) NO PURCHASE NECESSARY. Open to legal residents of the 50 United States/DC, 18 years of age or older. Sweepstakes begins 12:00:01 a.m. EDT on 7/5/08 and ends at 11:59:59 p.m. EDT on 8/4/08. See Official Rules at http://bringingpurpleback.com/purple/?page_id=20 for more details.

(1) Internet services may require a fee. As with all wireless products, actual performance will vary depending on environment.

(2) Compatible wireless service required for some features. Additional charges may apply. See service provider and rate plan brochure for details.

Having sold over 100 million phones in 2007, Sony Ericsson is currently one of the five largest mobile phone manufacturers in the world. An important industry player operating in over 80 countries, our phones, accessories and PC cards are synonymous with innovation and style. With R&D sites in Europe, Japan, China, India and North America, diversity is one of the core strengths of the company. Sony Ericsson was established as a 50:50 joint venture by Sony and Ericsson in October 2001, with global corporate functions located in London. For more information about Sony Ericsson please visit www.sonyericsson.com.

SOURCE: Sony Ericsson

Sony Ericsson North America
Stacy Doster
stacy.doster@sonyericsson.com
or
GolinHarris for Sony Ericsson
Drew Crowell, 972-341-2581
dcrowell@golinharris.com
or
Liz Edelbrock, 972-341-2598
ledelbrock@golinharris.com

Neil Mawston, Director at Strategy Analytics, added, "Motorola, Sony Ericsson and Apple suffered downturns. Motorola and Sony Ericsson lost marketshare to rivals with stronger handset portfolios, such as LG and Samsung, while Apple has been hit by stock-outs in North America and lackluster demand for its overpriced iPhone in Western Europe."

Other findings from Strategy Analytics' Q1 2008 Global Handset Market Share Update report include:

-- Apple's global handset shipments fell sharply, from 2.3 million units in Q4 2007 to 1.7 million in Q1 2008. Apple's global marketshare declined for the first time, from 0.7% in Q4 2007 to 0.6% in Q1 2008.

-- 2008 is shaping up to be the year of the Koreans. Improved handset portfolios enabled LG to grow at almost 4 times the annual industry average, while Samsung is growing over 2 times faster.

       Global Mobile Handset Shipments and Marketshare - Top 5

Global Handset Shipments
(Millions of Units)                    Q1 '07  Q4 '07   2007    Q1 '08
----------------------------------------------------------------------
Nokia                                   91.1   133.5    437.1   115.5
Samsung                                 34.8    46.3    161.1    46.3
Motorola                                45.4    40.9    159.0    27.4
LG Electronics                          15.8    23.7     80.5    24.4
Sony Ericsson                           21.8    30.8    103.4    22.3
Others                                  38.3    53.9    181.5    46.4
----------------------------------------------------------------------
Total                                  247.2   329.1   1122.6   282.3
====================================== ======  ======  =======  ======

Global Marketshare %                   Q1 '07  Q4 '07   2007    Q1 '08
----------------------------------------------------------------------
Nokia                                   36.9%   40.6%    38.9%   40.9%
Samsung                                 14.1%   14.1%    14.4%   16.4%
Motorola                                18.4%   12.4%    14.2%    9.7%
LG Electronics                           6.4%    7.2%     7.2%    8.6%
Sony Ericsson                            8.8%    9.4%     9.2%    7.9%
Others                                  15.5%   16.4%    16.2%   16.4%
----------------------------------------------------------------------
Total                                  100.0%  100.0%   100.0%  100.0%
======================================================================

Total Growth Year-over-Year             11.0%   12.3%    12.0%   14.2%

About Strategy Analytics:

Strategy Analytics is a global research and consulting firm. Visit www.strategyanalytics.com.

SOURCE: Strategy Analytics

Strategy Analytics
Europe / Asia :
Neil Mawston, +44 1908 423 628
NMawston@strategyanalytics.com
or
Thomas Kang, +82 10 2874 8133
tkang@strategyanalytics.com
or
USA :
Bonny Joy, +1 617 614 0708
BJoy@strategyanalytics.com

The result was however better than market expectations for a pre-tax profit of 3.7 billion kronor (617 million dollars), excluding restructuring profits, according to a survey by a market survey company.

The main reason for the drop in pre-tax income is that the operating expenses rose to 14.1 billion kronor (235 million dollars) from 11.8 billion kronor (197 million dollars) in the previous quarter as a result of the impact of the acquired companies, including amortization of intangibles, and increased R &D investments, the report said.

First-quarter sales rose to 44.2 billion kronor (737 million dollars), up five percent from the same quarter of 2007.

Carl-Henric Svanberg, president and CEO of Ericsson, expressed satisfaction with the result.

"Our business developed well in the quarter, considering the present market environment and the declining U.S. dollar," he said in the report.

"We still find it prudent to plan for a flattish mobile infrastructure market in 2008. The ongoing cost reductions as we adjust to such a scenario are running according to plan," he added.