Siemens to boost cell phone sales by 40% next year

Sari P. Setiogi, The Jakarta Post, Jakarta

The distributor of Siemens cellular phones plans to intensify its marketing efforts in order to jack up sales by 40 percent next year.

It said the target was realistic as demand for cellular phones in Indonesia remained robust.

"With good marketing, wide promotion and after-sales service we are optimistic of selling more phones next year. We want to push our market position from fourth at the moment to the third largest in Indonesia in 2004," PT Dian Graha Elektrika general manager Robby Darmasetiawan said during the launch of new Siemens mobile phone models on Thursday.

PT Dian Graha Elektrika is the sole distributor of Siemens mobile phones in Indonesia.

According to a survey conducted by the Worldwide Mobile Phone QView earlier this month, Siemens is now the world's fourth largest cellular phone producer in terms of market share.

"This year, the cellular phone market here has grown by about 50 percent, while the number of cellular phone subscribers reached about 16.7 million as of the end of last October," Robby said.

About 75 percent of new subscribers are first-time users who will buy new handsets.

According to Robby, the number of cellular phone subscribers in the country is expected to grow by about 11 percent next year.

Dian Graha launched three new Siemens cell phone models on Thursday: the MC60, C60 and C62. The MC60 is the company's first cell phone with built-in camera.

The C series will retail for Rp 1.375 million (about US$165), while the MC will sell for Rp 2.2 million, said Dian Graha deputy general manager Farid Manan.

While other producers are beginning to offer clamshell-shaped cell phones in Indonesia, Siemens will stick to the conventional "candy bar"-shaped phones.

"Clamshell types are becoming the new trend in China and Taiwan, but Indonesians still prefer the candy bar shapes," said Robby.

He said that from October 2002 to September 2003, Dian Graha launched eight Siemens cell phones. Over the next year, the company plans to introduce another 12 models, including the premium SX1. This cell phone, which is equipped with video streaming facilities, will hit the local market in December.