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Kenya: Low-Cost Cell-Phones to Be Launched
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East African Business Week (Kampala)
5 May 2008
Posted to the web 5 May 2008
Nairobi
A new ultra low cost mobile phone that is set to challenge other established phone models in the emerging and frontier market consumers is set to be launched in Kenya.
The "Mi" range of handsets is being positioned as a lifestyle brand for middle-to-low income consumers in the African, Middle Eastern, Central Asian and Indian Ocean territories.
According to Mr. Alpesh Patel the Global Sales Director of Mi-Fone's, the gadgets will merge quality, durability, affordability and style at the same time retailing at pocket friendly rates for low income client segment.
"The aspirational demands of emerging market consumers present fertile ground for the "Mi" range of products which seamlessly combine affordability with best of breed technology, quality assurance, slick packaging and multi-faceted marketing campaigns," says Mr. Patel.
"Mi" will be available to Kenyans from mid-next month and will retail at between US dollars 25 to 60.
The models expected in Kenya are the Mi100 described as ultra low-cost black/white colour film LCD, the Mi 200 (low cost colour), Mi200f (low-cost colour plus FM radio) and the Mi220f (low cost colour with FM radio and VGA camera).
Among "Mi's customization options include SIM-locking, unique ring tones, wake-up graphics, synergistic packaging, product colours and collateral branding.
"Mi" target market is young (16-30 years old), techno-savvy on a global level but often compromised by lack of access to state-of-the-art mobile technology through untenable pricing, according to the Global Sales Director.
"Despite the paucity of resources often faced by youth in emerging economies, aspiration driven by a desire to create a better future for all defines the essence of this exciting consumer group", Patel says adding that "Mi" is poised to become the lifestyle accessory of 2008 and beyond through innovative marketing strategies," said Patel.
"We recognize the increasing demand from emerging market consumers for mobile products that guarantee peer status through brand positioning backed up by manufacturing excellence and localised support systems," he says.
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Mi-Fone Ltd is headquartered in Hong Kong as well as regional offices in Dubai, United Arab Emirates and lately Africa.
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| Copyright © 2008 East African Business Week. All rights reserved. Distributed by AllAfrica Global Media (allAfrica.com). To contact the copyright holder directly for corrections -- or for permission to republish or make other authorized use of this material, click here. | |||||||||||||||||||||||||||||
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