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Nokia targets emerging markets with new handsets

Indiantelevision.com Team

(23 January 2008 3:00 pm)

MUMBAI: Nokia has unveilled the Nokia 2600 classic and the Nokia 1209, two mobile handsets that offer useful features, range of colours or exchangeable covers for consumers in emerging markets.

Nokia 2600 classic has begun shipping, ramping up in all key global markets during the first quarter of this year. Nokia 1209 will become available globally during the second quarter of 2008 and will retail for approximately 35 euros before applicable taxes or subsidies.

The Nokia 2600 classic allows consumers to customise their phone with fully changeable Xpress-on covers and MP3 ring tones. The cheerful Nokia 2600 classic also features a number of entertainment features, including an FM radio and a VGA camera.

Nokia VP (entry devices) Alex Lambeek says, "While cost sensitivity is an important element in creating mobile devices for emerging markets, the overwhelming feedback we receive from consumers in these markets is that they want their mobile device to complement their personality and offer a range of colours and entertainment features.

"The Nokia 2600 classic offers a colourful sense of flair and a robust set of features at an exceptionally accessible price. As with all Nokia devices, it is backed by a brand that stands for quality and durability."

According to a recent Nokia survey of consumers, a new trend appears to be emerging: phone sharing. More than 50 per cent of respondents in India, Pakistan and nearly 30 per cent in Vietnam indicate that they share, or would share, their mobile phones with family or friends - a figure which contrasts consumer behaviour in more mature markets.

"Phone sharing is a logical trend - more and more families are purchasing a mobile phone for the entire family to use, not just the head of the household. In addition, digital cameras are quickly becoming more popular in these markets, and as such, taking and sharing digital images is becoming more common," adds Lambeek. "In response, Nokia has developed a number of innovative features like the multiple phonebook to support phone sharing, and we have added technologies like Bluetooth to some models to make transferring images and ringtones easy and affordable."

Nokia 1209, the second model introduced, offers additional cost management features to make phone sharing easy and convenient. Innovations include the pre-paid tracker, a cost-tracking application, and the multiple phonebook - which allows up to five people to store personal contact lists of up to two hundred numbers on a single phone.

Designed for first-time buyers, the Nokia 1209 incorporates Nokia’s intuitive user interface, dust resistance and offers up to 80 languages. In addition, the Nokia 1209 has a one-piece key mat for durability and reliability.