Sony Ericsson, which has been hit adversely by the global recession claims that the company has come up with a new strategy that would help it to concentrate on services and entertainment and might help it to get back to its normal track.

Sony Ericsson, which basically is a JV between consumer electronics maker Sony and telecom equipment maker Ericsson, launched a new strategy on Sunday evening at GSMA's Mobile World Congress, which it says fuses communication and entertainment.

The company announced MediaGo, an extension of its PlayNow Music service, as the part of this strategy. A service is added by MediaGo that allows the users to download movies onto their PC and then transfer them over to a Sony Ericsson device. The company also made announcement about its W995 Walkman phone, which would be capable enough to play the feature-length movies.

Furthermore, this service will also let the users the transfer of other media, such as music, photos, and podcasts.

The users would be permitted to sync their phone's music library automatically, subscribe to podcasts, and auto-convert files for the best quality playback via this service.

Other than this, with the aim to gain more attention, Sony Ericsson even gave a sneak peek at a new high-end, touch-screen phone, dubbed as the Idou. It has been learnt that this device features a 12.1 megapixel camera and has been developed for all kinds of multimedia functionality. Further details could not be obtained, but it has come to vision that this set would launch in the second half of next year.