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While other areas of IT appear to be slowing down the onward march of innovation within the mobile telephony sector continues to show little signs of letting up. Taking the example set by Sony Ericsson as it continues to produce more and more models designed to attract market share, you wonder when saturation point will be reached. It was a bare three months ago that I reported on a number of new Sony Ericsson phones and initiatives, yet here we are again with some additions to the company's product portfolio.

However you categorise yourself, whether fun or music lover, game player, fashion conscious, business user or just general mobile phone user, Sony Ericsson believes it has a phone that is designed specifically for your needs now and in the future. Having attended a recent briefing about the new products that are forthcoming, I am able to offer a taster of the possible delights that will emanate from the company's drive to "bring new experiences to life for the owner" of its products or, as Miles Flint (President of Sony Ericsson Mobile Communications) says, "let yourself be energised".

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Let's take a glance at what we can look forward to over the next quarter. For those who prefer the entry-level sector, Sony Ericsson has designed the J210. As a follow up to the J200, this new model has been designed for those whose primary considerations concentrate on voice and basic messaging aspects. It has a slim design; large keypad with joystick; and a 65K colour screen. The product's phonebook can hold up to 200 entries with a variety of personalised themes, wallpapers and polyphonic ring tones. It also has a personal calendar and an alarm clock. The J210 will be available in either silver or green.

Next up is the Z520. Described as "cool curves in a smooth shell", this is a compact, quad-band, clamshell phone designed to appeal to the fashion conscious. Featuring Bluetooth, a VGA camera and a 1.8 inch TFT display, the phone has a series of blue lights around the rim that can be set to flash in varying patterns at the user's discretion. The phone comes with various multimedia facilities that include a media player and "New York Nights" game which is a sort of Leisure Suit Larry meets the Sims scenario.

As 3G phones make more of an impact on public perception, Sony Ericsson has produced the K608 3G UMTS handset. This phone supports all the major operators' 3G services including video conferencing plus fast downloads of music, games and other multimedia content. This aluminium phone uses Sony Ericsson's dual format camera/phone design with the 1.3 mega pixel camera featuring an active lens cover for quick activation and extra protection. It has a suite of business applications with both USB and Bluetooth synchronisation options. A golf game adds a fun aspect to this phone.

For those who are prepared to wait a little longer, until the fourth quarter, Sony Ericsson has its S600 phone that has been designed for the youth market. While calls can be made with the phone open or closed, the 1.3 mega pixel camera has a 4x zoom for images and videos which can be sent via MMS or Bluetooth. There is also support for instant messaging, email and Web browsing. Able to display content in portrait or landscape mode, with stereo sound, the phone has 64MB of memory and comes pre-loaded with 3D versions of Worms Forts: Under Siege 3D; Extreme Air Snowboarding; and a multiplayer version of Gauntlet.

Phones are not the only new products to be announced by Sony Ericsson. We can look forward to a couple of Bluetooth headset. For in-car use there will be the hands-free HCB-700. Also available will be the HBH-610 which delivers 6.5 hours of talk time and up to 13 days' standby. Completing the new announcements is the GC99 PC card combining 3G broadband and Wi-Fi for the road warrior who needs to keep in touch.

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