Nokia launches new model in style

Nokia launches new model in style

Rivalry in the cellular phone business has been even fiercer
than in recent years, not only in the race to design a terminal
that caters to the lifestyles and daily activities of consumers,
but also in the race to launch ever-new products.

In such a tight market -- as is seen in Indonesia -- cell
phone makers must also be more creative in luring buyers for
particular products.

Nokia, for example, held a cabaret musical in the capital last
week to unveil its new product, the Nokia 7200. Performed by the
country's top actors, singers, catwalk models, comedians and
dancers, the show included such well-known names as Agnes,
Arzetty, Cornelia Agatha, Dave Hendrik, Davina, Denada, Ferry
Salim and Udjo of Project-P, and also featured top fashion
designer Oscar Lawalata and choreographer Ari Tulang.

Involving celebrities in marketing activities has become one
of the most effective approaches to marketing, particularly in
selling fashion products. In many parts of the world, and in
Indonesia in particular, celebrities have become an inspiration
to lovers of fashion, and the product becomes thus defined by the
celebrity.

Meanwhile, the show was fantastic, and the 600-strong audience
enjoyed the beauty of the cabaret while they were thrilled at
seeing their idols up close.

Through the event, Nokia successfully addressed the target
market of its new cellular model -- trendsetters and the younger
generation.

Nokia Indonesia general manager Hasan Aula said the cabaret
show had been chosen as the promotional medium in order to
emphasize that the cell phone had become an important part of
people's lifestyles and the world of fashion.

"That's why we launched the Nokia 7200 with a cabaret
musical ... to show that both are artistic and fashionable," he
said.

He said cellular phones were now seen as fashion items, and
were thus expected to blend in with fashion articles.

To maintain its leadership in cellular phone sector, the
company launched at least a dozen models last year, and plans to
introduce more this year.

Realizing that consumers are not homogeneous in their tastes,
Nokia produces an array of handsets that fit the requirements of
each market segment including new users, professionals and
trendsetters, according to Aula.

The Finland-based firm has also included entertainment extras
in its products and expanded its range of phones with the
introduction of a new model with an appealing, rich design that
oozes class.

Most Nokia products portray style and confidence, offering a
unique combination of functionality, fun and entertainment in a
trendy, affordable package.

The Nokia 7200, on the other hand, indulges in luxury: the
elegance of its rich, sensual textile covers; the beautifully
designed inner casing and superior technology; and impressive
features and enhancements.

The model is the first flip, or clamshell, phone from the
company, and is now available across the globe, allowing users
worldwide to experience the delightful design including
coordinated covers, carrying cases, wrist straps matching
wallpapers and screensavers, an integrated VGA camera, video
display and a built-in radio.

The Nokia 7200 Limited Edition is also available in a pure
white leather cover or with added embellishments like embroidery
or geometric motifs.

Presented in a distinctive all-white packaging, the Nokia 7200
Limited Edition comes complete with a white leather wrist strap
and matching pouch -- perfect accessories for fashion-focused
consumers. -- I. Christianto