Sony Ericsson, a joint venture of Sony and Ericsson, today introduced five new mobile phones that are targeted at the low and mid-end market segment.

Instead of only designing for the high-end market, the world’s fifth largest mobile phone maker said it wants expand in the market with demand and hopefully climb up to the top three position in terms of market share.

The five new models are W600, a Walkman branded music phone for the North American market; S600, a phone targeted at the younger population that lean more towards style; Z520, a clamshell-shaped phone; J210, a phone with basic features; and K608i, a 3G high-speed data phone.

Per Alksten, Product Chief, Sony Ericsson said the company is widening its range to the low and mid-end market.

According to industry analysts, Sony Ericsson’s strategy to enter the aforementioned market would most likely work, as majority of the phones its rivals retailed last year were in these categories.

Today was also the day Sony’s Ericsson’s rival Nokia introduced its latest line of mobile phones.

Though the company did not comment specifically on the pricing, it did state that J210 and W600 would cost less than $362 and $300, respectively.