Siemens targets 12% handset marketshare in AP

Siemens Mobile Phones has chalked out an aggressive strategy to capture 12 percent marketshare in the Asia-Pacific region during this year. To that extent, Siemens launched three new phones (ME45, SL45i, SL42) at CommunicAsia, Singapore, reiterating the region's importance in the company's strategy.

Martin Kinne, Executive VP (Asia-Pacific), Siemens Mobile Phones, said, "Siemens has grown three times faster than the industry average in Asia-Pacific 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, which has traditionally been perceived as a technology company, has realized that cellphones are increasingly moving into the space of consumer items and needs 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, games and the like.

One of the major thrust areas of Siemens in targeting this segment has been its emphasis on games. In February this year, the company launched its initiative to support the developer community in developing applications on its platform, particularly games, which is expected to be the major driver in the cellphone market.

Of the three new products launched, ME45 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 models are more feature-loaded and essentially meant for the demanding customer. 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. The company refused to divulge the prices saying various aspects has to be worked before actually releasing the prices.

Siemens in India: Although Siemens in India has been maintaining a low profile, it is steadily increasing its marketshare. It is currently fighting for its position at #3 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. During the second half of this year, Siemens will also launch an aggressive retail strategy.

(CNS)