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LG enters CDMA mobile phones market with Rs. 25 crore marketing budget

19-December-2002
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LG enters CDMA mobile phones market with Rs. 25 crore marketing budget

LG Mobile Handset Company yesterday launched its product range of CDMA mobile phones in India. In the first phase, it has allocated a marketing budget of Rs. 25 crores. The company plans to break its media campaigns the end of the year.

LG's product range includes three CDMA handset models. DM 160 is a basic model. The other two targeted at the premium segment of the market, the RD 2030, slim, which has blue LCD backlit display and RD7130, which has 65000 color TFD (Thin film display) LCD screen, 12 line display with poly-sound.

According to K.K. Kushwaha, Vice President- CDMA Terminal India, company is in the process of finalizing its media plans. The new campaign for CDMA phones is likely to break before the end of the year. "The media vehicles would include both television and print, it would be an optimal mix," he said. When asked about the sales targets for year 2003, he said, "It will depend upon how these services are rolled out by various operators, those numbers will come from them, not from us, but we will support them aggressively."

The company refused to comment on the price of the handsets. "Final price of the phone will be decided by the operator," said Tae Kweon Baek, Head of CDMA Terminal in India.

To give a brief background, in July 2001, LG Mobile Handset Company had signed a contract worth US $ 100 million with Reliance Infocom to supply CDMA handsets. In the year 2002, LGE was awarded contract by Bharat Sanchar Nigam Ltd (BSNL), Mahanagar Telephone Nigam Ltd. (MTNL) and Tata's to supply more than 6,00,000 CDMA terminals.

Apart from selling phones through operators, LG Mobile also plans to set up its own distribution for the CDMA mobile phones, "We will finalize our plans to cover more than 100 cities in India before next year," said Baek.

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