Sony Ericsson appears to be getting ready for stiffer competition in the mobile handset market as it targets segments with lower price band. The company will compete with rivals on prices, functionality and features and has planned a number of launches and promotional campaigns.

Sony Ericsson has a market share of 3.4% globally as it sold 11 million handsets in the second quarter of 2010, according to a report from research firm, Gartner. The company had a market share of 4.7% with 13.8 million units sold in the same quarter last year.

The company has seen success with some of its smartphones like Xperia X10, mini and mini pro. Meanwhile, the Xperia X10 has been titled the “European Mobile Phone 2010-2011” by the European Imaging and Sound Association (EISA) for its compact size and excellent performance along with a host of features.

The Sony Ericsson Xperia smartphone series has been well received by consumers around the world as they come with a number of communication and entertainment features.

Angostura Koontz, head of marketing, India and head of channel marketing for Asia Pacific, Sony Ericsson Mobile Communication says that the company will offer energy efficient charges with all its mobile phones. He also said that the company is working on improving UI and the human curvature design.