Two decades ago when I sat down with Ericsson management, the hallowed Swedish telecommunications company had a near-60 per cent share of the Singapore cellphone market and seemed to be selling mobile phones faster than it could make them. The talk then was about "branding, branding, branding".
How things change. Finland's Nokia emerged with more innovative cellphones, followed by the South Koreans with their Samsungs. And then, of course, there was Apple, the must-have product for a generation, designed in the United States, made in China and sold around the world. What of Ericsson? Its phones have vanished from view, the company having sold its cellphone business to former partner Sony.