Maria Sharapova as "Global brand ambassador" for sony ericsson.

Sony Ericsson Mobile Communications has announced today that it has signed an exclusive four year sponsorship agreement with female tennis player, Maria Sharapova, to become the company’s first global brand ambassador.
The stunning and talented Russian, who turns 21 in April this year, will undertake a series of innovative new consumer brand campaigns specifically designed to engage Sony Ericsson’s core target audiences and to utilise Maria away from the tennis court.
Maria will also be working with Sony Ericsson’s design team on a range of products and accessories.

The off-court agreement complements Sony Ericsson’s 6 year $88 million global title sponsorship of the WTA Tour which was signed in January 2005 and is the biggest deal in the history of women’s sport. Sony Ericsson’s commitment to women’s tennis has energised the game by bringing fans closer to the experience and taking the sport to new audiences through cutting edge initiatives like night tennis – a fusion of tennis, fashion, music and dance.

Commenting on today’s announcement, Dee Dutta, Corporate Vice President and Head of Marketing at Sony Ericsson, said: “Now in our seventh year as a company, the brand has evolved significantly and securing a global brand ambassador is a natural progression to take our brand to the next level in an increasingly competitive market place.”

“Maria’s iconic status, determination, dynamism, success and charm match strongly with the Sony Ericsson brand, which prides itself on innovative and cool design with substance.”

“Our alignment with Maria’s global iconic status, combined with our brand expertise and innovative thinking aims to provide something new and something different to our customers around the world.”

Maria Sharapova added, “It is really exciting to be working with a cool brand like Sony Ericsson which has such a strong reputation in the entertainment industry”.
“Even though most people know me as a tennis player, I have so many passions beyond the sport like fashion, music, film and design; which Sony Ericsson and I are going to be exploring together through our partnership.”

Sony Micro TV amazing...

New materials and textures have always inspired us and offered new sensations. It's natural to reach out our hand when trying a product or deciding a purchase. Checking the texture by actually touching something reassures us, subconsciously. That's because on a physical level, we value the lasting impression things make on our senses, how they resonate with us. After technology of all kinds evolved dramatically in the late 20th century, we were surrounded by a rich array of manufactured goods. But in fact, a new product landscape is about to unfold again. Our lives are now filled with things designed for practicality and efficiency, but how things resonate with us emotionally is becoming a priority,

leading us to seek things that satisfy our senses. Times are changing, and the products in our lives must keep pace with our emotional evolution.For this design project, TV sets were chosen as the product category. In 1962, Sony introduced the "micro TV," the world's smallest and lightest portable set at the time. It was the moment transistors redefined television in our lives. There was a drive to make TV sets with a more human touch for personal enjoyment, sets we would develop an affection for and even want to touch. Designers also sought TV sets that were so cute and appealing, people would want to hold them in their hand as they watched. Fast forward to 2007, when TOKYO FIBER set the stage to reexamine TV sets in the context of textiles. This time, it is textiles that may redefine television sets. Introducing fabric in TV design can again change the product landscape and stimulate our senses in entirely new ways. Sets that rest comfortably in the palm of your hand. Sets projecting images that reach you like the song of a little bird by your pillow. They are a form of "senseware"; small, round, and soft reinterpretations of products that feel nice and have character.