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Siemens targets 12% handset market in Asia-Pacific

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CIOL Bureau
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Singapore: Siemens Mobile Phones has chalked out an aggressive strategy to

capture 12 per cent of the market share in the Asia Pacific region during the

year. Siemens has launched three new phones: ME45, SL45I and SL42, at

CommunicAsia, Singapore, reiterating the region's importance in the company's

strategy. Siemens Mobile Phones Asia-Pacific region executive vice president

Martin Kinne said, "Siemens has grown three times faster than the industry

average in the region during these challenging times. We have chalked out

concrete business strategy for the region."

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Siemens growth in the region has been due to the global initiative unveiled

in the beginning of 1999 to reposition itself as a fun company. Siemens that has

traditionally been perceived as a technology company has realized that

cellphones are increasingly moving into the space of consumer items and they

need to do an image overhaul and communicate more to the younger generation. The

M category line of mobile phones is targeted at the younger generation with lot

of funky features like MP3 player, easy downloads and games.

One of the major thrust areas of Siemens in targeting this segment has been

its emphasis on games. Of the three new products launched ME 45 falls in the

category of cool dynamics targeted at teenagers. It offers MP3 players, easy

downloads of melodious ringers and games. It is sporty in design and is meant

essentially for outdoor usage. It features the flexible memory capability and

GPRS.

The other two products are loaded with features and are essentially meant for

the demanding customers. While the SL42 is meant to be a business statement

offering a range of tools, the SL45i is stylish and integrates wireless Java

technology to enable users to have more personalization.

All the new products are expected to hit the market by July and August.



Although Siemens in India has been maintaining a low profile, it is steadily
increasing its market share. It is currently fighting for a #3 position and

hopes to consolidate it during this year. The company has already launched its

service initiative and lined up 30 franchisees across the country to provide

support services.

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