Loss-making handset vendor Sony Ericsson today announced that Ericsson VP Bert Nordberg will become its new president later this year, and the incoming head man has already targeted a return to profit and an increase in market share as his first priorities. Nordberg, currently executive VP of Ericsson and head of Ericsson Silicon Valley, will join Sony Ericsson as co-president on 1 September. He will assume the role of president – taking over from Hideki (Dick) Komiyama who has held the position for two years – on 15 October. Komiyama will retire from the company at the end of the year. In addition, the vendor announced that Sir Howard Stringer, chairman, CEO and president of Sony, will become chairman of the board of Sony Ericsson on 15 October. Stringer will succeed Ericsson president and CEO, Carl-Henric Svanberg, in this role.

In an interview with Reuters, Nordberg said he “would go for increased market share and restoring profitability,” when asked where he hopes to see Sony Ericsson in 1-2 years’ time. He said turning to profit “can’t be too far away.” He also told CNBC today that high on the agenda will be improving product design and development, along with the need to strengthen mobile Internet and to get back into the high-end segment of the market. Sony Ericsson’s parents – Japan’s Sony and Sweden’s Ericsson – will be hoping the new appointment will guide the company back to financial health. The venture has reported steep losses in past quarters and seen its market share slip to below 5 percent. Large losses at Sony Ericsson have sparked market speculation of a possible breakup of the 50-50 venture, but Sony and Ericsson have said they are committed to the operation and could inject more money into it if necessary.