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索尼爱立信是最早确立音乐手机标准的手机厂商，说起音乐手机不能不提及Walkman这个品牌，2005年7月索尼爱立信全球第一款Walkman品牌手机W800c在中国上市，借此进军移动音乐市场。现在回想起来，05年整个夏天是W800c的独舞时刻，索尼爱立信开创了真正意义的音乐手机市场。
但在这个新的领域，很快就引来了另外几大巨头如MOTO，诺基亚、三星等大厂商的加入。最为明显的是，诺基亚公司在2005年底的音乐旗舰手机N91以及3250相继上市。此后，诺基亚全力反扑，在国内借用红的发紫的超女做音乐代言，到2007年的夏天，诺基亚5300，5700等音乐手机已经成为“街机”。
20世纪八、九十年代，摩托罗拉、诺基亚、爱立信在中国市场形成三足鼎立之势，市场份额不断攀升。进入21世纪信息化时代，手机市场的品牌越来越多了，尤其是去年国产手机全面出击，手机市场的竞争达到了白热化程度。但各家在营销手法上大同小异，不外乎是大力宣传手机品牌、手机功能等等。本来在手机的功能上，各家都做得相去无几，如果营销手法再做得差别不大，你的品牌的音乐手机就难以比别的品牌的音乐手机有更多的注意力和吸引力，要想获得高市场占有率就极其困难。取得成功，就必须发掘创意、开拓思维、改变观念。基于此，在世纪之交的中国市场应做更多的创新尝试，应启用新的营销观念，力争在新的世纪里做得更好。

Sony Ericsson was the earliest to set up standards for musical cell phones. Speaking of musical cell phones, we cannot but mention the brand of Walkman. In July 2005, Sony Ericsson launched W800c, the world's first Walkman cell phone, into China's market, and thus marched in the market of musical cell phones. In retrospect, we found that W800c was the "sole player" during the whole summer of 2005. It was Sony Ericsson that created the market for musical cell phones in the real sense.

However, other giants such as Motorola, Nokia, Samsung and other big manufacturers were allured into this new field. Most obviously, Nokia launched N91, its flagship brand of musical cell phone, and model 3250 at the end of 2005. After that, Nokia counterattacked with full strength by inviting extremely popular Super Girls to advocate its products. By the summer of 2007, Nokia's cell phones of model 5300 and 5700 have become as popular as "arcade games".

In the 1980s and 1990s of the 20th century, Motorola, Nokia, Ericsson formed a tripartitie structure in the Chinese market, with thier market shares rising continuously. Entering the era of information of the 21st century, the brands of cell phones have multiplied. Especially last year, the domestically made cell phones came into full play. Competition on the cell phone market reached a white-hot level. However, the manufacturers adopted more or less the similar sales tactics, such as vigorously propagating the brands and functions of the cell phones. There are only slim difference in the functions among various cell phones. If you use the similar sales methods, you can hardly draw more attention and interest on musical cell phones of your brand, let alone to obtain a larger market share. To succeed, you must be creative, open-minded and ready to change conventional mindset. All in all, at the turning of centuries, more creative steps should be taken, more new sales concepts should be give full play, and then the Chinese market will do better in the new century.