Samsung announces world's first 'ladies only' phone

Samsung has announced that the world's first 'ladies only' mobile phone, but is it really a useful, attractive piece of wireless technology, or, in fact, an ultimately patronising marketing campaign?

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By  Kate Concannon Published  December 5, 2001

Samsung has announced that the world's first 'ladies only' mobile phone, the Egeo, is soon to reach the Middle East. But is this really a useful, attractive piece of wireless technology, or, in fact, an ultimately patronising marketing campaign?

With Eid and Christmas fast approaching, Samsung is certainly pinning its hopes on the former, and shows confidence that this elegant clamshell will find itself plucked from the shelves with glee.

"[The Egeo] will be available from retailers to coincide with Eid, and we expect it will become a very popular gift in keeping with the nature of the season," said SB Kim, Samsung Electronics' Dubai-based senior manager.

With its smooth, feminine aesthetics it will surely win some hearts, but in a world where men and women alike demonstrate an ever increasing appetite for technology, has the not so cutting edge Egeo missed the point entirely?

“Our research showed that female customers in the region wanted a phone that reflected their personality — elegant, stylish, and very feminine, yet equally modern and boasting the latest technology. We believe these characteristics are summed up in the Egeo,” explained Kim.

With feature highlights including a calorie counter, password-protected fertility calculator and mood indicator (along with little emphasis placed on the Egeo’s regrettably limited communications capabilities), it seems a distinct possibility that Samsung may just alienate a number of female consumers — female consumers seeking a serious communications device from a manufacturer which respects their genuine need for highly advanced technology.

Neither the gold hinge and rose on the flip, nor the romantic connotations of the phone's name will compensate for the fact that this phone is a very basic communications tool. But, at the end of the day, there are some men and women for whom the latest and greatest is simply not necessary, and the truth is that, along with some cute touches, the Egeo delivers an attractive, if girly and most definitely ‘ladies only’, solution for making and receiving calls, and having some trivial fun while at it.

Think twice before buying the Egeo for any woman this Eid or Christmas — but, by the same token, don’t be too shocked to hear she loves it either.

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