THE Asian economic crisis does not seem to have dampened the spirits of Finnish telecommunications giant Nokia. At a high-tech media launch in Singapore recently, the $9.8 billion company unveiled a new range of mobile phones to get a grip on all market segments. At the top end is the metal-coated Nokia 8810, one of the smallest phones in the market weighing only 98 grams.
In keeping with the company's buzzword, 'fashioned for life'—that is, technology as accessory—the emphasis is as much on design and aesthetics, as convenience and functionality. Indeed, Nigel Litchfield, senior vice-president, Nokia mobile phones (Asia Pacific), took pains to emphasise: "The rising trend towards individual preferences and self-expression is reflected in high demand for status products in the region. Products which could be classified as luxury items and associated with strong brand names."
And the 8810 is bound to become a status symbol, with its sleek look and technological versatility: a slick sliding cover, internal antenna, a stand-by time of up to 133 hours, easy connection to a PC, 35 ringing tones and three games. The phone is expected to be priced at $500. Equally top-end is the second generation Nokia 9110 communicator, a digital hand portable with data communication services (like the Int-ernet, e-mail, telefax and short message services) along with personal organi-ser functions.
Thirdly, there is the Nokia 5100, the first mobile phone with changeable covers in seven metallic designs. Said Litchfield: "The Nokia 5100 series will appeal especially to fashion conscious people who are buying their first mobile phone." A market segment that has to be carefully nurtured, for it is believed that over 85 per cent of cellular handset sales in the Asia-Pacific region are made for first-time users.
In fact, the region is likely to see high-pitched competition in the next couple of years as by the turn of the century it is expected to account for 200 million subscribers, out of an estimated 470 million worldwide. While India would account for a minuscule portion of this, Nokia executives would no doubt like to ensure that they remain market leaders in the country.
