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."
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.