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.