Sony Ericsson making stab at Motorola's dominance

Motorola seems to be getting all the media attention these days when it comes to the wireless handset biz. The manufacturer's RAZR handset is still going strong almost two years after its introduction to the marketplace. This is an unheard-of feat in the ages of shortening attention spans of wireless customers and accompanying product cycles that make sure wireless consumers get their fixes on the latest and slickest handsets they can.

Although the RAZR is now looking aged in many respects, Motorola has taken the "thin phone" concept to a huge array of models in an attempt to capitalize as much as possible on the fascination of thinness consumers now have after falling head over heels in love with the RAZR. Combine thin with easy-to-recognize names like RAZR, KRZR, PEBL and SLVR and Motorola seems to have an "Apple-esque" control on the consumer unlike many of its competitors. Nokia is even attempting to catch up in many respects, although it still owns the number-one spot for global wireless handset shipments.

Sony Ericsson, born out of a joint venture between Sweden's LM Ericsson and Japan's Sony, was unleashed upon the world in 2002 with the intention of creating a brand that was stronger than either company could establish individually. Years later, Sony Ericsson's use of the "Walkman" and "Cybershot" brands on its handsets have made the joint venture hugely profitable as well as producing phones specifically for mid-tier and high-end markets, leaving the entry-level handset business to Nokia and Motorola -- and Samsung.

The result? Although Motorola has overtaken Nokia as the largest wireless handset manufacturer in the U.S., Sony Ericsson was the fastest-growing wireless handset manufacturer in the latest quarter, even outpacing Motorola and market leader Nokia. Who knows if this will last, and if it is signaling a possible stagnation with Motorola's branding efforts (using names, not model numbers) along with RAZR craziness starting to wear off -- after only two years.