Sony Ericsson currently concentrates on the categories of: music, camera, business (web and email), design, all-rounder, eco-friendly, and budget focused phones. Its six largest categories are:
* The Walkman-branded W series music phones, launched in 2005.
The Sony Ericsson W-series music phones are notable for being the first music-centric series mobile phones, prompting a whole new market for portable music that was developing at the time. The main feature that can be seen in all of these Walkman phones is they all have a 'W' button which once pressed opens the media center. Sony Ericsson's Walkman phones have previously been commercially endorsed by pop stars Christina Aguilera and Jason Kay across Europe. The latest model, Yendo, is the first Walkman branded phone with full touchscreen. Walkman branded phones are also produced for the Japanese market, where one Walkman branded phone launched in 2009, Premier³ (Premier Cube), is able to rip music from a CD player directly to the phone via a connector.
* The Cyber-shot-branded line of phones, launched in 2006 in newer models of the K series phones.
This range of phones are focused on the quality of the camera included with the phone. Cyber-shot phones always include a flash, some with a xenon flash, and also include auto-focus cameras. Sony Ericsson kicked off its global marketing campaign for Cyber-shot phone with the launch of 'Never Miss a Shot'. The campaign featured top female tennis players Ana Ivanović and Daniela Hantuchová. On February 10, 2008, the series has been expanded with the announcement of C702, C902 and C905 phones. The latest model, S003, which launched in 2010 for the Japanese market only, is the second of Cyber-shot branded phone series which features a 12 Megapixel camera after Satio. It uses 'Exmor' CMOS sensor, Dual-LED 'PLASMA' Flash, ISO 3200, and is waterproof. In November 2010, Sony Ericsson announced the world first 16.2 Megapixel cameraphone for Japan market, named S006. It will be produced in early 2011.
* The BRAVIA-branded line of phones, launched 2007 in the Japanese market only.
Until now, five BRAVIA branded phones have been produced. Sony Ericsson (FOMA SO903iTV, FOMA SO906i, U1, S004, and S005) uses the BRAVIA brand. BRAVIA branded phone are able to show 1seg terrestrial television.
* The UIQ smartphone range of mobiles, introduced with the P series in 2003 with the introduction of P800.
They are notable for their touchscreens, QWERTY keypads (on most models), and use of the UIQ interface platform for Symbian OS. This range has since expanded into the M series and G series phones.
* The XPERIA range of mobile phones, heralded by the Sony Ericsson XPERIA X1 in February 2008 at the Mobile World Congress (formerly 3GSM) held in Barcelona Spain, was the first trademark promoted by the Sony Ericsson as its own and is designated to provide technological convergence among its target user base. The first model, X1, carried the Windows Mobile operating system with a Sony Ericsson's panel interface. The Xperia X10 model features the Android operating system. Additionally, Yahoo! News reported that Sony will align with Google to run Android on its upcoming gaming smartphone.
* The GreenHeart range of mobile phones, first introduced in 2009, heralded by the Sony Ericsson J105i Naite and C901 GreenHeart.
It is focused on an environmentally friendly theme, but still featured with recent mobile technology and multimedia capability. It mainly uses eco-friendly materials and features eco-apps.