German phone maker, Siemens Mobile, has just launched Xelibri, the spin-off that will create a new range of mobile phones branding as fashion accessories. Like in fashion, the new devices will be unique. As every fashionable artefact, they will vary according to seasons. In Europe, the new accessories will be sold initially in the UK, France, Germany, Italy and Spain from April 2003. Other countries will have to wait until September 2003.
In an incisive move to thrust growth in the mobile phone market, Siemens Mobile has created a new collection of handset devices in radically different shapes and wearable designs with easy voice functionality. Xelibri accessories will be sold over new channels, primarily through department stores and fashion retailers.
Being branded as fashion items, Xelibri collection will comprise four phones for the spring/summer and fall/winter seasons. Siemens makes this move in attempt to increase sales when mobile phone penetration rates in many markets already reached 70 and even 85 percent, and overall growth has stalled.
‘Xelibri products are fashion accessories that make phone calls. Today, most people buy the mobile phone that looks the best, and many have a habit of showing it off. This shows that mobile phones are potential fashion accessories like watches, handbags, and shoes. We envisage the scenario where people will own many fashion accessory phones and wear the one that matches their mood, the occasion, or their attire,’ said George Appling, president of Xelibri.
Rudi Lamprecht, member of the managing board at Siemens AG framed this initiative in what he sees as the market split into voice-centric fashionable phones and feature-rich devices.
We will continue to offer leading edge technology in the form of feature-rich mobile phones, as well as in mobile applications, networks infrastructure, cordless products and wireless modules. The valuable asset of the Siemens mobile brand will be further enhanced by this bold step,’ he said. Siemens aims at increasing demand by limiting both item quantities and market-cycle to twelve months.
FS
2003-01-28
Em Foco – Produto