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Sony Ericsson Introduces New PR Exec During Tennis Tournament

Sony Ericsson introduced Cathy Davies, its new head of communications and public relations, to the media at the Sony Ericsson Open Friday in Miami. A three-year veteran of the mobile handset maker, Davies had previously worked in branding there. Sony Ericsson is weak in the U.S. among hand set makers, with a single-digit percent share of market, said Aldo Liguori, whom Davies is replacing. But with so much social media developing in the U.S., the company wants to focus more effort in this market, Davies said, speaking outside the company's hospitality tent at the tennis tournament.

In the next week the company is launching its new Xperia phone, which it touts as the first combination mobile phone and game console. For the first time, Sony Ericsson is teaming with Verizon for the new phone. The Miami tournament is laden with ads for the new Xperia phone. Questioned whether Sony Ericsson would add more sports marketing in the U.S., Davies said it would be considered but declined to comment further.

Sony Ericsson currently sponsors the Miami event, and is a top sponsor of the WTA. It is also a sponsor of the UEFA Champions League, and has several tennis players under endorsement contract, including Maria Sharapova and Caroline Wozniacki. It recently launched a campaign with six lower ranked WTA players on YouTube and Facebook, featuring them in lifestyle and fashion settings, in addition to focusing on their athletic pursuits.
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