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Nokia rides an express train to carry brand to masses

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Nokia rides an express train to carry brand to masses

Nokia has announced the launch of its latest initiative, the Nokia Express train, which will flag off on May 4 at 10.30 pm. The company has also reinforced its pre-eminent position in emerging markets with the launch of seven new products that provide functions and features specifically designed for consumers in these markets.

D Shivakumar, VP and MD, Mobile Phones, Nokia, said, “The train will start from Safdarjung station in New Delhi and will connect to eight stations, and go to Northern part of India like Delhi, Agra, Jaipur etc. There will be a boggie that will showcase all the phones of Nokia, from the entry-level handsets to the high-level ones.”

When queried about the reason to launch the Nokia Express train, Shivakumar said, “Railways connect 13 million passengers everyday. Ultimately, the train is the best way to connect to the masses. Also, the consumer is the king and he decides which brand suits his pocket and what are the features that he wants in his phone. Therefore, we felt that the train is a place where he could spend time looking at our phones.”

Nokia’s new products will be available in the second and third quarter of 2007 in select markets. Estimated retail prices, before applicable taxes and subsidies range from Rs 1,950 to Rs 5,000. “India is very important to Nokia and to the global mobile communications industry as a whole. One of the fastest growing markets in the world, India is also home to several Nokia facilities, including R&D and manufacturing. We are very proud to be part of their growth,” said Soren Petersen, Senior Vice President, Mobile Phones, Nokia.

The new products will include Nokia 1200 and Nokia 1208. These models utilise the new industry-phone-sharing and call-tracking technology, and are aimed at the first-time mobile phone consumer worldwide. Nokia 1650 and Nokia 2660 are the contemporary phones that combine functionality with attractive design; Nokia 2505 is the latest phone for entry CDMA markets in Asia/Pacific, Middle East, Africa, China and Latin America; while Nokia 2630 and Nokia 2760 are fashionably-designed phones that convey style and status, combined with an easy-to-use feature set.

“Innovative phone-sharing technology, contemporary design and easy-to-use features are combined in these new products to empower consumers in entry markets. As the clear market leader, with more than a third of global market share, Nokia works to understand the needs and aspirations of consumers. We put this understanding into practice by developing products and applications that are relevant, easy-to-use and simple to understand, which is especially important for first-time users in emerging markets around the world,” Petersen said.


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