Motorola targets first-time users

Cheap and cheerful Motofone F3 mobile handset makes its long-awaited debut in the Middle East and Africa

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By  Administrator Published  December 31, 2006

Motorola has launched its long-awaited ultra low-cost Motofone handset range in the Middle East and Africa.

Priced at just US$35, the Motofone F3 will spearhead the company’s ambitions in developing markets across the region.

The handset, which resembles Motorola’s L7 but is claimed to be even slimmer and lighter, features the company’s evolutionary SCPL design platform.

“The launch of the Motofone range marks a major milestone as Motorola continues its drive to connect the next billion mobile phone users,” said Patrick Mulligan, director of mobile devices for Motorola Middle East, North Africa, Turkey and Pakistan.

Offering an intuitive new interface featuring icons and voice commands versus text, as well as voice prompts specifically tailored to local markets, the Motofone F3 is designed specifically for firsttime mobile phone users.

The handset also features a large, high-contrast screen, powered by ClearVision technology.

Developed by E Ink Corporation, a leading supplier of electronic paper displays, Clearvision features a dynamic electronic ink display that Motorola said was easy to read in bright sunlight or dimly lit environments from virtually any angle. Additionally, the display is made from plastic and requires little power to operate, making it lightweight and ideal for mobile and power sensitive applications.

Motorola claims the plastic screen also makes the handset highly durable and particularly suited to the often harsh environmental conditions encountered in the Middle East.

“Read-ing the mobile display in the Middle East’s bright sunlight will be made immeasurably easier with the Motofone,” claimed Mulligan.

“This is the ideal handset for a gamut of users – those who have never before owned a mobile through to those who want fast and affordable connectivity without compromising on style.

” Harout Bedrossian, area sales manager for Motorola Middle East North Africa and Turkey, claimed that Motorola had enjoyed tremendous commercial growth in the entry-level handset market in 2006.

“We aim to leverage our existing popularity in this market to achieve our goal of becoming the biggest mobile phone vendor in the Middle East and Africa,” he said.

“We are confident that the new Motofone range will play a major role in us realising this ambition in the near future.”

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