Personalized mobile phones light up the market

Personalized mobile phones light up the market

The Jakarta Post was recently invited to Singapore to cover the
launching of the latest Motorola mobile phone model. The
following is Moch. N. Kurniawan's report

For some people, a personalized device is a must, while for
others the most important thing is that the device does its job.

However, the trend is definitely on the side of those who
adore personalized devices.

In the mobile phone sector, for example, a number of
manufacturers now produce personalized mobile phones where users
can pick their favorite design, color, music, camera, games and
other features.

Nokia, Siemens, Motorola, Sony Ericsson and others are
competing to improve the designs and the features of their
products, rendering mobile phones no longer mere communications
tools for telephone calls and texting.

Just take a look on the street and you will see many different
kinds of personalized mobile phones. Some people use their mobile
phones for their original purpose, making phone calls, while
others avail of their mobile phones to take photographs, listen
to the radio or play games.

The latest Motorola model, the E398, which was launched in
Singapore on June 4, is at the cutting edge when it comes to
personalized mobile phones.

The E398 is touted as being focused on "mobile music and
sensory experiences". The phone, which combines 3D sound with MP3
to bring music alive, flashes and vibrates to the beat of the
music.

It contains an integrated VGA-quality camera that provides
flash, advanced photo messaging and a tool that can be used to
download games, music, ring tones and wallpaper.

The phone also provides a removable memory card that enables
users to carry a personalized list of songs around with them.

Neil Stewart, Motorola marketing director for the personal
communications sector in South Asia, said at a press briefing
that the E398 was a personalized mobile phone that was
particularly targeted at young people between the ages of 17 and
25.

"We see a continuous trend of people choosing mobile phones
like they select watches -- based on lifestyle choices. The
number of people who use mobile phones as mere communication
tools is decreasing," he said.

Asia is now a major growth market for mobile phones.

The Yankee Group has projected mobile subscriber usage to grow
from 312 million users in 2001 to 649 million by year-end 2006 in
Asia Pacific.

Antonio Conto, MTV vice president for advertising sales
Network Asia, concurred with Stewart.

"We have conducted various studies on young people's
lifestyles. Young people usually want to be themselves in various
ways, including possessing mobile phones that give them multiple
features that they like," he said.

Meanwhile, Julisa, a journalist, said she loved her
personalized mobile phone as she could do various things with it,
such as listening to music and playing games.

"It should come as no surprise that the producers continue to
offer us more and more personalized mobile phones," she said.

But one young journalist was not impressed with the
personalized mobile phones, including the new Motorola model.

"For me, a mobile phone is just a communications device. As
long as it has a long-lasting battery, we can make phone calls
and send text messages, and it is not expensive. That's good
enough," he said defiantly.

"But I know my views are not popular so I might have to buy a
personalized mobile phone in the future if they stop making
ordinary mobile phones," he added with a wry grin.