In 2001, Sony Ericsson is established by the Japanese company Sony (a consumer electronics corporation) as a fifty-fifty joint venture with the Swedish telecommunications company Ericsson (a mobile communications infrastructure and systems business) which offers mobile phones, accessories and applications. Before the merger, its provides expertise in mobile communication, after the merger, its provide both the consumer electronics and content expertise. In 2011, Sony Ericsson changes their global strategy by focusing more on high end smartphones. At the same times, Sony Ericsson will focus on their key markets, which is including the U.S., Russia, China and Germany. The transaction gives Sony focus on high end smartphones product includes their accessories and application that will lead to profitability and the growth of its business. However, the company facing new challenges in this dynamic changing environment, aggressive competition will affect the global market share of the company and it revenue. In 2012, Sony Ericsson becomes an end when Sony’s announcement that it will acquired 50 percent stake in Sony Ericsson, changed its name to Sony Mobile Communications AB (SMEC) let Sony Ericsson becomes an affiliated company of Sony Corporation (Sony). Sony is a multinational corporation, one of the most leading brand and its functions as designing, manufacturing, marketing mobiles phones and its accessories. With the announcement of acquisition, it will be a brand new start for Sony Ericsson to embark within the Sony family, expanded their marketing activities. Sony Ericsson use outsourcing for the customer interaction centre is another global strategy. This customer interaction centre is established to solve and meet all customer requirements and their problems, and at the same time reducing their cost for expansion.