By Kim Yoo-chul
Staff reporter
Sony Ericsson has just joined the ranks of leading South Korean mobile companies seeking to depose Apple's iconic handset device ― iPhone ― in the world's most wired country.
The head of the venture's South Korean branch said its new high-end smartphone ― Xperia X10 ― that runs on the Google-powered Android mobile platform will help it compete with iPhones and its added enhanced after-sales policies will also appeal to highly-sensitive local consumers.
As The Korea Times earlier reported, South Korean regulators have "seriously considered" taking action against Apple over a growing number of consumer complaints about inefficient after-sales services for iPhones.
Over 700,000 devices have been sold in South Korea since it was launched in November 2009, but a large portion of those customers have complained that since defective phones must be sent to China for repairs, it takes too long.
The key problem that consumers and officials quote is that Apple is refusing to listen to the complaints. Steve Park of Apple in South Korea said it won't change its after-sales policies and related procedure just for Koreans.
"Sony Ericsson runs 60 service centers across the country via SK Networks and Sony Korea sales networks. Among other foreign mobile phone makers, Sony Ericsson is one that provides qualified and fast after-sales services," said Han Youn-hee, the chief of Sony Ericsson Korea, in a press conference held in downtown Seoul, Thursday.
Han was attending an event to unveil its Xperia X10 smartphones which is slated for a local debut within the month.
"We are in the process of developing apps for users to take advantage of our service centers without any delays. Sony Ericsson saw good consumer satisfaction feedback over the last few months," Han said.
"The phone, which was released in Japan in early April, has been selling to surpass iPhones. We are quite sure about a positive showing in South Korea as well," the executive added, though the company declined to comment on further financial details such as sales targets.
The phone is equipped with a 1GHz snapdragon processor developed by U.S.-based chip giant Intel and also features a 4-inch display, 8.1 megapixel camera and 16-gigabyte SD memory card.
Suggested retail prices per unit have been set around 870,000 won. SK Telecom, the nation’s top mobile carrier, will be the partner to sell the devices.
Sony Ericsson aims to keep Android as the main operating system for its mobile phones and users of its Android phones including Xperia X10 will from the fourth quarter be able to download version 2.1 of the operating system from its official website, the executive added.
"This will add extra functionality such as high-definition video and new fonts for user interface."
Sony Ericsson isn't the only manufacturer hoping to drag down Apple in the Korean market.
Samsung Electronics, Taiwan's HTC, LG Electronics and Motorola of the United States are peppering Apple with Android phones.
Samsung Electronics, the nation's No. 1 and the world's No. 2 mobile phone maker, will launch its strategic Galaxy S smartphone on June 8, here, while LG Electronics is looking to introduce more Android models, officials say.
Globally, the Samsung Galaxy S will be released in 110 countries at the same time through major telecom companies including Orange, SingTel and T-Mobile USA.
"In South Korea, Samsung has received pre-orders for 40,000. SK Group and Hyosung Group have decided to use the upcoming phones. We are positive the Galaxy will overtake Apple on our home-turf," a Samsung spokesman Shin Young-june said.
The Galaxy S will ship with a customized version of Android 2.1 and is best-known for its 4-inch Super AM-OLED touch screen display.
A 5-megapixel camera brings 720p video capture capabilities. Samsung uses a 1GHz custom processor that should have it compete with modern Snapdragon phones as well as the next iPhone. Apple is due to release the next-iPhone or 4G iPhone a week later.
"Technological gaps between iPhones and handsets developed by top-tier mobile makers are narrowing. If Apple wants to keep its edge here, then it should update its software-related aspects such as its after-sales services. Hardware factors are just a small part," a high-ranking industry executive said.