Sony Ericsson unveils C510 CybershotTM

Company Brief

New Delhi, March 31, 2009

Giving mobile imaging a new edge, Sony Ericsson launched its latest Cyber-shot C510 phone with Smile ShutterTM technology, introduced for the first time in a mobile phone. At an MRP of Rs 12,195, Cyber-shot C510 is the most affordable Cyber-shot™ in its existing portfolio of Cybershot phones. As an extension to the launch, Sony Ericsson also announced its global Smile Hunter competition targeted at photography enthusiasts across India.

The Sony Ericsson Cyber-shot™ portfolio has topped 32 million handsets sales worldwide demonstrating Sony Ericsson’s market leadership in bringing exciting new camera phone technology to consumers around the world. With the C510 Cyber-shot™, Sony Ericsson continues to push design and innovation to provide existing consumers in new markets the chance to enjoy the benefits of mobile photography.

Aimed at capturing spontaneous smiles, which is the USP of the Smile ShutterTM technology, the Smile Hunter competition would encourage users to take their best camera phone smiles and upload them on www.smilehunter.com. The competition would start from March 01 and go on till Oct 31. The photographs would be reviewed and selected by a panel of internationally renowned judges and would go on to compete at a global platform.

Speaking on the growth in the Cybershot category and the launch of C510, Mr. Sudhin Mathur, General Manager, Sony Ericsson Mobile Communications India said, “We have been leaders and innovators in the camera phone segment since the inception of the company. The camera phone category has witnessed increased momentum in India with Sony Ericsson leading the wave. Today’s announcement is yet another initiative from our end to offer a breakthrough proposition to our consumers and inspire them to capture precious and spontaneous moments.”

Elaborating on the competition, he added, “While the Smile ShutterTM technology is all about capturing spontaneous smiles; the Smile Hunter campaign is aimed at acknowledging the audience as the heroes of the campaign, empowering them to tell the imaging story whilst enjoying a once in a lifetime Sony Ericsson enabled experience.”

Sony Cybershot C510 – At a glance

Catch spontaneous smiles, courtesy the latest innovation from the Sony Ericsson stable – Smile ShutterTM! This unique and one of its kind feature is embedded in the new Sony Ericsson C510 cyber-shot™ phone. This is the first time Smile ShutterTM has been introduced in a mobile phone to deliver an easy and engaging mobile imaging experience. With the Smile ShutterTM technology, the phone snaps pictures as soon as you flash those pearly whites.

The Cyber-shot C510 boasts of premium photography tools like auto focus, face-detection, active lens cover, photo light and illuminated imaging shortcut keys to offer users an enhanced mobile photography experience. The phone also comes with a 3.2 megapixel camera. C510 is feature rich with enhanced features such as Auto-rotation – alters the landscape and portrait view by rotating the mobile phone and YouTube™ app – upload your videos and images straight to the web and SMS conversation style.

Cyber-shot C510 has been awarded as the “Best imaging experience*” in the 3 MP cell phone category by a German laboratory.

Cyber-shot C510 is available across all Sony Ericsson retail outlets. For more information on the product and its retail location, please call the following toll free numbers – 1800111800 (MTNL/BSNL); 39011111 (others)

For Further information, plesae contact:

Sony Ericsson Mobile Communications Pvt. Ltd.

Natasha Dutta

Tel: +91 124 4206000

Email: natasha.dutta@sonyericsson.com