Sony Ericsson launches seven to MWC

February 11, 2008

BARCELONA, SPAIN - When Sony Ericsson announced many new mobile phones at the same time, you can expect to update its Cyber-shot and Walkman product lines. And if so. The night before the World Congress starts Mobile, the Japanese-Swedish company has unveiled seven new products with a surprise: a PDA phone running Windows Mobile 6 Professional OS.

Two imaging devices targeted were added to the Cyber-shot family, the C702i and C902i. La première chose que vous seriez en demeure est la nouvelle convention de nommage, à commencer par une lettre C au lieu de la K comme ce fut avec les modèles précédents, comme le K850i. The C702i a splash-resistant to dust and body with a sliding lens cover which protects a 3.2-megapixel camera lens. It comes with integrated GPS and has a function that allows you to know where each photo was taken.

The C902i has a slim design with a hidden pull-out 5-megapixel camera that looks vaguely like the Sony Cyber-shot digicams own. It also comes with GPS and has a thickness of only 10.5mm, making it the thinnest camera Cyber-shot Sony Ericsson time. None of these devices has optical zoom, but the connectivity front, it is good to know they support HSDPA.

The THINK! mobile phones campaign will launch on 1 February 2008

New legislation to increase the penalty for using a hand-held phone whilst driving came into force on 27 February 2007. The £30 fine was increased to £60 and three penalty points on your licence. Penalty points can mean higher insurance costs. If you get six points within two years of passing your test, your licence will be revoked and you will need to re-sit the test. If the case goes to court, you could risk a maximum fine of £1,000, which rises to £2,500 for the driver of a bus, coach, or heavy goods vehicle.

A driver can also be prosecuted for using a hands-free device if you are not in proper control of your vehicle when using the device. The penalties are the same - £60 fine and three points on your licence.

If you are an employer you can be prosecuted if you require employees to make or receive mobile calls while driving. It is an offence to cause or permit the use of a hand-held mobile phone when driving. It is also an offence to cause or permit a driver not to have proper control of a vehicle.

Callers also play an important role in keeping the roads safe. If the person you are speaking to is driving, please terminate the call and arrange to speak to them later.

Why did the penalties go up?

• It is hard to do two things at once and research has shown that if you are using a mobile phone whilst driving, you are four times more likely to have a crash.
• In fact, if you use any type of mobile be it hands free or hands held, your reaction times are worse than if you were driving under the influence of alcohol, at the legal limit. Tests have shown that reaction times for drivers using a hand-held phone slows reactions by 50% when compared to normal driving and by 30% when compared to being drunk (Direct Line Mobile Phone Report 2002).
• The use of a mobile phone often involves distractions which could be visual, auditory, mental or physical (Direct Line Mobile Phone Report 2002).
• Even if you're a careful driver, it's easy to be distracted by a phone call or text message - and that split second lapse in concentration could result in a crash.

• Direct Line Mobile Phone Report 2002 summary.

Are there any exceptions?

• A driver may call 999 or 112 in response to a genuine emergency.
• Two-way radios are not covered by this offence but other devices for sending or receiving data are included if they are held while driving, i.e a PDA, Blackberry or similar device.

Campaign objectives

• Highlight the one year anniversary.
• Continue to raise awareness of the change in penalties (£60 fine and 3 points on licence).
• Remind drivers that it is not okay to pick up the phone whilst driving.
• Extend the responsibility to the caller - think before you make that call.
• If you are an employer you can be prosecuted if you require employees to make or receive a call when driving.

The target audience for this campaign is extremely broad and is comprised of all drivers with particular focus on:

• Young / new drivers - 6 points within two years of passing their driving test = disqualification.
• Those who drive extensively as part of their work.
• The caller.

Mobile phones supporting materials

The current leaflet and posters are relevant for the February 2008 campaign and are currently available to be viewed and ordered directly from the THINK catalogue.

Campaign timings

The advertising dates are as follows:

• TV advertising: 1-29 February 2008 (all channels).
• Cinema advertising (on screen): w/c 1 February, w/c 15 February, w/c 29 February 2008.
• Cinema ambient advertising (posters in foyer): 11-24 February 2008.
• Radio advertising: 4-17 February 2008.
• Partnership marketing campaign: February 2008.

Road Safety Officers will also be active in promoting the campaign in their local areas.