: NEC Corporation announced that NECTelecommunications (China), a
new company and a business entity established in May 2004 is 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.
above shows the NEC N100 oneof the phones discussed below.
three N10X series of products with seven color variations, which are
also being announced today, are one of the key products for the new
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).
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).
models introduced today are “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.
is one of NEC's most important markets where NEC can demonstrate its
full competence in mobile internet and 3G. Now President Lu has come
on board he is actively expanding businesses with his market know-how
in branding product planning/marketing and retailing. NEC expects
further strong initiatives by NEC Telecommunications (China) will
help create the market and aid NEC in obtaining a leading position
there.” said Susumu
Otani, Associate Senior Vice President and head of NEC’s mobile
terminals business unit.