Mi phone targets emerging markets

Low cost handset company mi-Fone targeting consumers in Middle East, Africa and Asia

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By  Mark Sutton Published  March 9, 2008

New mobile phone company mi-Fone is targeting consumers in emerging markets with its low cost handset range. The company, which is headquartered in Hong Kong with a sales office in Dubai, says it aiming for markets in the Middle East, Africa and Asia with its Mi phones, that have been designed to be stylish yet durable and affordable.

The Mi range is due for launch in April, and includes four handsets ranging from ultra-low cost black and white screens to models with FM radio and VGA camera. The phones will be sourced from an OEM, and will be marketed under the tag line "the world is yours", as lifestyle brand, according to Alpesh Patel, global sales director for Mi.

"The aspirational demands of emerging market consumers present fertile ground for the Mi range of products which seamlessly combine affordability with best of breed technology, quality assurance, slick packaging and multi-faceted marketing campaigns," he said.

"We recognise the increasing demand from emerging market consumers for mobile products that guarantee peer status through brand positioning backed up by manufacturing excellence and localised support systems," he added.

"We believe the key to ensuring sustainable market penetration is to provide our customers with rapid and flexible solutions in terms of speed to market backed up by various customisation options such as; SIM-locking, unique ring tones, wake-up graphics, synergistic packaging, product colours and collateral branding," Patel said.

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