Telecom equipment maker Sony Ericsson has announced few shake ups at the executive level, with the appointment of Anderson Teixeira, the current Head of Region Western Europe as President of the company’s US unit and Head of Region North America, and Kristeian Tear as the successor to Texeira as the new Head of Region Western Europe.

Texeira, a Brazilian national, has shared a long association with Sony Ericsson and has headed the company’s operations in Latin America, as Head of Region Latin America, based in Miami, Florida, and subsequently in Western Europe, based in Munich.

Tear’s responsibilities will include a combination of his new role and his current responsibilities as Head of Sony Ericsson''s Global Customer Operations. A Sweden native, Tear joined Sony Ericsson from Ericsson in 2005 to be responsible for strategic account management and relations with major global operators across more than 80 accounts worldwide.

Commenting on the appointments, Dick Komiyama, President of Sony Ericsson, said, “Anderson has successfully led our Western European region through a difficult period and will provide Region North America with excellent leadership and a strong commercial focus. His international expertise, gained from a long and successful career in both Ericsson and Sony Ericsson in a number of markets will ensure that our North American operation strengthens its market position.”

Furthering the comment, he adeed, “Kristian has been a very effective leader in his current role as Head of Global Customer Operations. His experience of managing strategic global operator relations, both at Sony Ericsson and previously at Ericsson, will ensure that Kristian will build on the strong foundations in place and further develop our position in Western Europe.”