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* Deal would be positive for both companies - analysts (Adds details in paragraphs 2, 8-11, byline) By Tarmo Virki, European Technology Correspondent Oct 6 (Reuters) - Sony Corp (6758.T) is nearing a deal to buy Telefon AB LM Ericsson's (ERICb.ST) stake in their 50:50 smartphone joint venture, The Wall Street Journal reported on Thursday, citing people familiar with the matter. Sony and Ericsson have been talking for weeks about the future of the venture because the companies' 10-year-old pact is up for renewal this month, two industry sources told Reuters. The Wall Street Journal said the talks were ongoing and could break apart at any time. Ericsson and Sony declined to comment on the reported talks. "We have a long-term commitment to our joint ventures," said an Ericsson spokesman. Many analysts say Japan's Sony needs to assert control over Sony Ericsson if the venture is to recoup market share in the cut-throat world of smartphones. [ID:nLDE74N0FB] The joint venture, formed in 2001, thrived after its breakthrough with Walkman music phones and Cybershot cameraphones, both of which leveraged Sony's brands. But it lost out to bigger rivals Nokia (NOK1V.HE) and Samsung Electronics (005930.KS) at the cheaper end of the market, and was late to react to Apple's (AAPL.O) entrance into the high-end of the market. It has refocused its business to make smartphones using Google's (GOOG.O) Android platform, but it has dropped to No. 9 in global cellphone rankings from No. 4 just a few years ago. It is making some progress and turned a net profit of 90 million euros last year after booking a loss of 836 million in 2009. But it reported another loss for the April-June quarter. The venture is due to report its September quarter results on Oct 14. DIVORCE GOOD FOR BOTH PARTNERS? "A buyout would make a lot of sense for Ericsson as I believe their share in the joint venture is worth to them between zero and minus 1 billion euros," said Bernstein analyst Pierre Ferragu. "Whatever price they agree on, it would be a positive for Ericsson," he said. Shares in Sweden's Ericsson gained on the report and closed 6 percent higher at 69.20 crowns on Thursday. A full takeover of the venture would boost Sony's overall offering, which includes content, gaming devices, consumer electronics and even tablet computers. But the company still lacks its own smartphones. "The buyout allows Sony to move development in-house and better integrate other products like gaming into newer phones," said Steven Nathasingh from U.S. technology research firm Vaxa Inc. Last month at the IFA trade fair in Berlin, Sony Ericsson's phones were presented inside the Sony hall, mixed with Sony's TV sets and new tablets. [ID:nN1E77U0KO]

* No comment on reports of Sony taking 100 pct controlBy Simon JohnsonSTOCKHOLM, Oct 14 (Reuters) - Mobile phone maker Sony Ericsson will focus entirely on the booming smartphone market, going head to head with rivals like Apple and underlining the importance of a tie-up with Sony amid reports the electronics giant is preparing a buyout.The company said it would shift all its production to smartphones during 2012 as it reported a swing back to profit of 31 million euros, just higher than forecasts.Last week, a source with direct knowledge of the matter told Reuters Sony was in talks to buy Ericsson's 50 percent stake in the joint venture. In an interview with Reuters, Sony Ericsson chief executive Bert Nordberg declined to comment.Analysts believe the world's ninth largest handset maker can only succeed in attracting avid gadget users away from its rivals by being fully integrated into Sony's wide portfolio of devices and getting access to the Japanese electronic giant's entertainment assets, like PlayStation and music catalogues.Smartphones currently account for around 80 percent of all Sony Ericsson's sales and the company said its share of the global Android-based smartphone market during the quarter was approximately 12 percent in volume and 11 percent in value."Speculation persists that Sony will buy out the JV," said Geoff Blaber from CCS Insight."This is arguably the most desirable end game for a company that needs full access to Sony content and services."Controlling Sony Ericsson would help Sony recoup ground in the battle against Apple Inc and Samsung Electronics , where it has been hampered by a disjointed strategy regarding mobile gadgets and online content.For Ericsson, a sale would insulate its profit and loss account from the volatility Sony Ericsson has brought and allow it to focus resources on loss-making chip venture ST-Ericsson.A Reuters poll put the price of Ericsson's 50 percent stake in Sony Ericsson at around $1.5 billion.SMARTPHONESThe road ahead will be tough for Sony Ericsson as it shifts fully to smartphones.All handset makers are targeting a bigger share of the smartphone market and players like Samsung Electronics and HTC Corp. will be difficult to dislodge.Sony Ericsson has been losing money for a while, although its recent focus on smartphones based on Google's Android platform pulled the company back into the black.Third quarter pretax profit at the company was 31 million euros ($42 million), just higher than the mean forecast of 27 million euros in a Reuters poll and a swing back from a loss of 42 million in the previous quarter."On the sales side it's actually a pretty strong quarter for Sony Ericsson," said Sydbank analyst Morten Imsgaard, who said that customers like Sony Ericsson's new product line based around its Xperia smartphones."On the earnings side it's not that strong, and the company will have to work on that side going forward to lift the operating margin," he said.The operating margin was 2 percent, down from 4 percent a year earlier, indicating that after years of restructuring and cost cuts, more remains to be done. $1 = 0.730 Euros)

* No comment on reports of Sony taking 100 pct controlBy Simon JohnsonSTOCKHOLM, Oct 14 (Reuters) - Mobile phone maker Sony Ericsson will focus entirely on the booming smartphone market, going head to head with rivals like Apple and underlining the importance of a tie-up with Sony amid reports the electronics giant is preparing a buyout.The company said it would shift all its production to smartphones during 2012 as it reported a swing back to profit of 31 million euros, just higher than forecasts.Last week, a source with direct knowledge of the matter told Reuters Sony was in talks to buy Ericsson's 50 percent stake in the joint venture. In an interview with Reuters, Sony Ericsson chief executive Bert Nordberg declined to comment.Analysts believe the world's ninth largest handset maker can only succeed in attracting avid gadget users away from its rivals by being fully integrated into Sony's wide portfolio of devices and getting access to the Japanese electronic giant's entertainment assets, like PlayStation and music catalogues.Smartphones currently account for around 80 percent of all Sony Ericsson's sales and the company said its share of the global Android-based smartphone market during the quarter was approximately 12 percent in volume and 11 percent in value."Speculation persists that Sony will buy out the JV," said Geoff Blaber from CCS Insight."This is arguably the most desirable end game for a company that needs full access to Sony content and services."Controlling Sony Ericsson would help Sony recoup ground in the battle against Apple Inc and Samsung Electronics , where it has been hampered by a disjointed strategy regarding mobile gadgets and online content.For Ericsson, a sale would insulate its profit and loss account from the volatility Sony Ericsson has brought and allow it to focus resources on loss-making chip venture ST-Ericsson.A Reuters poll put the price of Ericsson's 50 percent stake in Sony Ericsson at around $1.5 billion.SMARTPHONESThe road ahead will be tough for Sony Ericsson as it shifts fully to smartphones.All handset makers are targeting a bigger share of the smartphone market and players like Samsung Electronics and HTC Corp. will be difficult to dislodge.Sony Ericsson has been losing money for a while, although its recent focus on smartphones based on Google's Android platform pulled the company back into the black.Third quarter pretax profit at the company was 31 million euros ($42 million), just higher than the mean forecast of 27 million euros in a Reuters poll and a swing back from a loss of 42 million in the previous quarter."On the sales side it's actually a pretty strong quarter for Sony Ericsson," said Sydbank analyst Morten Imsgaard, who said that customers like Sony Ericsson's new product line based around its Xperia smartphones."On the earnings side it's not that strong, and the company will have to work on that side going forward to lift the operating margin," he said.The operating margin was 2 percent, down from 4 percent a year earlier, indicating that after years of restructuring and cost cuts, more remains to be done. $1 = 0.730 Euros)

* No comment on reports of Sony taking 100 pct controlBy Simon JohnsonSTOCKHOLM, Oct 14 (Reuters) - Mobile phone maker Sony Ericsson will focus entirely on the booming smartphone market, going head to head with rivals like Apple and underlining the importance of a tie-up with Sony amid reports the electronics giant is preparing a buyout.The company said it would shift all its production to smartphones during 2012 as it reported a swing back to profit of 31 million euros, just higher than forecasts.Last week, a source with direct knowledge of the matter told Reuters Sony was in talks to buy Ericsson's 50 percent stake in the joint venture. In an interview with Reuters, Sony Ericsson chief executive Bert Nordberg declined to comment.Analysts believe the world's ninth largest handset maker can only succeed in attracting avid gadget users away from its rivals by being fully integrated into Sony's wide portfolio of devices and getting access to the Japanese electronic giant's entertainment assets, like PlayStation and music catalogues.Smartphones currently account for around 80 percent of all Sony Ericsson's sales and the company said its share of the global Android-based smartphone market during the quarter was approximately 12 percent in volume and 11 percent in value."Speculation persists that Sony will buy out the JV," said Geoff Blaber from CCS Insight."This is arguably the most desirable end game for a company that needs full access to Sony content and services."Controlling Sony Ericsson would help Sony recoup ground in the battle against Apple Inc and Samsung Electronics , where it has been hampered by a disjointed strategy regarding mobile gadgets and online content.For Ericsson, a sale would insulate its profit and loss account from the volatility Sony Ericsson has brought and allow it to focus resources on loss-making chip venture ST-Ericsson.A Reuters poll put the price of Ericsson's 50 percent stake in Sony Ericsson at around $1.5 billion.SMARTPHONESThe road ahead will be tough for Sony Ericsson as it shifts fully to smartphones.All handset makers are targeting a bigger share of the smartphone market and players like Samsung Electronics and HTC Corp. will be difficult to dislodge.Sony Ericsson has been losing money for a while, although its recent focus on smartphones based on Google's Android platform pulled the company back into the black.Third quarter pretax profit at the company was 31 million euros ($42 million), just higher than the mean forecast of 27 million euros in a Reuters poll and a swing back from a loss of 42 million in the previous quarter."On the sales side it's actually a pretty strong quarter for Sony Ericsson," said Sydbank analyst Morten Imsgaard, who said that customers like Sony Ericsson's new product line based around its Xperia smartphones."On the earnings side it's not that strong, and the company will have to work on that side going forward to lift the operating margin," he said.The operating margin was 2 percent, down from 4 percent a year earlier, indicating that after years of restructuring and cost cuts, more remains to be done. $1 = 0.730 Euros)

* No comment on reports of Sony taking 100 pct controlBy Simon JohnsonSTOCKHOLM, Oct 14 (Reuters) - Mobile phone maker Sony Ericsson will focus entirely on the booming smartphone market, going head to head with rivals like Apple and underlining the importance of a tie-up with Sony amid reports the electronics giant is preparing a buyout.The company said it would shift all its production to smartphones during 2012 as it reported a swing back to profit of 31 million euros, just higher than forecasts.Last week, a source with direct knowledge of the matter told Reuters Sony was in talks to buy Ericsson's 50 percent stake in the joint venture. In an interview with Reuters, Sony Ericsson chief executive Bert Nordberg declined to comment.Analysts believe the world's ninth largest handset maker can only succeed in attracting avid gadget users away from its rivals by being fully integrated into Sony's wide portfolio of devices and getting access to the Japanese electronic giant's entertainment assets, like PlayStation and music catalogues.Smartphones currently account for around 80 percent of all Sony Ericsson's sales and the company said its share of the global Android-based smartphone market during the quarter was approximately 12 percent in volume and 11 percent in value."Speculation persists that Sony will buy out the JV," said Geoff Blaber from CCS Insight."This is arguably the most desirable end game for a company that needs full access to Sony content and services."Controlling Sony Ericsson would help Sony recoup ground in the battle against Apple Inc and Samsung Electronics , where it has been hampered by a disjointed strategy regarding mobile gadgets and online content.For Ericsson, a sale would insulate its profit and loss account from the volatility Sony Ericsson has brought and allow it to focus resources on loss-making chip venture ST-Ericsson.A Reuters poll put the price of Ericsson's 50 percent stake in Sony Ericsson at around $1.5 billion.SMARTPHONESThe road ahead will be tough for Sony Ericsson as it shifts fully to smartphones.All handset makers are targeting a bigger share of the smartphone market and players like Samsung Electronics and HTC Corp. will be difficult to dislodge.Sony Ericsson has been losing money for a while, although its recent focus on smartphones based on Google's Android platform pulled the company back into the black.Third quarter pretax profit at the company was 31 million euros ($42 million), just higher than the mean forecast of 27 million euros in a Reuters poll and a swing back from a loss of 42 million in the previous quarter."On the sales side it's actually a pretty strong quarter for Sony Ericsson," said Sydbank analyst Morten Imsgaard, who said that customers like Sony Ericsson's new product line based around its Xperia smartphones."On the earnings side it's not that strong, and the company will have to work on that side going forward to lift the operating margin," he said.The operating margin was 2 percent, down from 4 percent a year earlier, indicating that after years of restructuring and cost cuts, more remains to be done. $1 = 0.730 Euros)