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NEC intros N10X handset series
Posted: 25-Aug-2004 [Source: NEC]

[NEC announces new ad campaign and new mid-low range handset series in efforts to expand its Chinese mobile handset footprint.]

Tokyo and Beijing -- NEC Corporation announced that NEC Telecommunications (China), a new company and a business entity established in May 2004 to actively pursue mobile solution business in China, introduced a new branding strategy "Get Personal" (Chinese-English translation) to further expand its mobile business in China. Along with the campaign, NEC reveals its new strategy to enter into the mid-low range product market segment to appeal to a wider range of consumers in China. The three N10X series of products with seven color variations, which are also being announced today, are one of the key products for the new strategy.

The new models include the "N109", "N100" and "N110". They target a wider range of people, from business to individuals, with friendly, simple and stylish designs. They are equipped with 300,000 pixels digital camera with various camera functions, 2.0 inch color large TFT screen with 65,000 colors, 40 polyphonic ring tones and also support JAVA.

""Get Personal" is a new branding platform to help NEC increase its awareness in the telecom arena and build brand loyalty in China. We are aiming to position the company as the most creative, leading mobile solutions company in China within 3 years. More than 20 varieties of mobile terminals will be introduced in China this year. This new branding strategy will be a dynamic step towards strengthening NEC's presence in the Chinese mobile market." said Brian Lu, President of NEC Telecommunications (China).

"Our latest challenge regarding current brand perception is to create a unique, human and user-friendly image, showing NEC`s deeper level of communication with consumers by defining ourselves as a "people company," which proactively reaches out to customers to gain knowledge about their needs in China. Then, customers can acquire not only the latest state-of-the-art technology but also a mobile phone that suits their own taste." said Wang Shanqi, Vice President and marketing director at NEC Telecommunications (China).

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