The magazine, produced and developed by youth marketing specialist Iris, aims to inform phone users about content and services available on its handsets.
The first issue, which launches this month, has a print run of 100,000. It will carry information about mobile phone content such as graphic-rich downloadable games, animated screensavers and picture themes.
Fran Mirowski, marketing manager at Sony Ericsson, said: "Ego will cut through the jargon and provide customers with information they would not otherwise have access to."
Ego will be distributed using hit squads visiting 10 major UK cities including London, Manchester, Liverpool, Cardiff and Nottingham. The teams will target shopping malls, university campuses and cinemas in each of the cities.
After the first issue, Iris will look at distributing the magazine through mobile phone shops on the high street.
Claire Hogan, account executive at Iris, said: "As mobile phone content becomes more sophisticated, the gap between manufacturer and customer is widening. We aim to close this gap and enable readers to get the most from their phones."
Sony Ericsson is one of Iris's founding clients. The agency was set up as a hi-tech, technology and youth marketing specialist in April 2000 by Ian Milner, former new business director of Arc, which rebranded from IMP last year.
The account was previously held by IMP.
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