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