i-mate unveils details of new Ultimate range

Dubai-based vendor looks to new product launches to boost sales and profitability.

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By  Michele Howe Published  August 22, 2007

Ahead of its official launch at the GITEX trade show, Dubai-based handset vendor i-mate has revealed further details on its new Ultimate range.

There will be "up to six" models in the Ultimate series with the first two displayed at the show, i-mate's newly appointed general manager for the Middle East Africa and India Jack Craine revealed.

The phones would be priced "probably in the range of between 3,200 AED (US$871) and 3,400 AED (US$925)", he said.

i-mate is touting its Ultimate series as the most advanced mobile phone ever to launch in the Middle East.

The big selling point of the phone will be its power and high bandwidth, i-mate CEO Jim Morrison told Arabian Business in June.

Inviting comparison with Apple's new iPhone, which is also expected to be on display at the Dubai trade show, Morrison claimed the device would be "30 times more powerful" than Apple's latest handset.

Craine, however, played down comparisons between the two devices saying they were targeted at different markets with the Ultimate series aimed at the high-end enterprise market.

The Ultimate series is a key launch for i-mate, which has suffered a host of problems over the last year including falling sales, restructuring and supplier problems.

The vendor, which was established in 2001, reported a pre-tax loss of US$2.1 million in its preliminary results for the year ended March 31, 2007 compared to a US$22.5 million pre-tax profit a year earlier.

i-mate will also be adding to its Jama and Urban ranges, Craine revealed.

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