Motorola to take on market with 12 new handsets

US mobile phone and network equipment manufacturer Motorola is preparing to beef up its Middle Eastern product portfolio with the launch of up to 12 new handsets over the last four months of this year.

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By  Richard Agnew Published  July 21, 2003

US mobile phone and network equipment manufacturer Motorola is preparing to beef up its Middle Eastern product portfolio with the launch of up to 12 new handsets in the last four months of this year.

The vendor, which is reckoned to have struggled somewhat over the last two years to replicate the success of earlier models, claims it will deploy the flotilla of new devices to capitalise on the gradual launch of multimedia messaging services (MMS) by the region’s operators and beat off competition from new entrants into the market.

“[The new phones will address] all segments of the market, from the very top-end, smart-phone devices to a new-design, entry level product,” said Patrick Mulligan, general manager, Motorola personal communications sector, Middle East and North Africa.

The flagship terminal of the new portfolio will be the V600, which Motorola claims will be the first device on the market able to operate across all GSM frequencies.

The device will also include video downloads and playback with sound, Bluetooth connectivity, an integrated digital camera, and MMS, adopt the typical Motorola clam-shell form and weigh 116g.

Also to be launched are the MPx200, a feature-rich device with 65k colour display, Outlook, email, calendar and expandable memory, as well as the tri-band V300 and the V500, which, along with the V600, is expected to go into the shops late in Q3.

Meanwhile, the music and game-playing market will be addressed by the E356 and E380, which will also accompany a series of entry-level models.

All of the new devices will be MMS-enabled, according to the vendor. “MMS is going to be very important – it has been in Jordan for some time, it is being brought into the UAE, and many other markets are going to be introducing it. This will give consumers a real reason to change their handsets, so it's vitally important from the manufacturer's point of view,” said Mulligan.

Meanwhile, Motorola claims that it has held its number two position in the region’s handset market despite increasing competition from Far Eastern manufacturers, such as Samsung.

“It’s true that the Asian mobile makers have entered into the Europe, Middle East and Africa market, much more strongly in the last two years. They have also been particularly strong in the segment that Motorola has dominated, which is in clam-shaped devices,” Mulligan said.

“However, with our new portfolio of products, we expect to contest market share with these new entrants. We will be bringing a lot of new technology into these new devices - one of our products will be the world's first quad-band phone, which will have the capability of working on all of the four main GSM frequencies,” he added.

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