BenQ Mobile @ 3GSM: 3 new handsets including the world’s first HSDPA mobile phone

Category: BenQ Mobile

BenQ Mobile today announced a further three new handsets under its BenQ-Siemens brand, including the world’s first HSDPA mobile phone that will reach consumers across Europe in time for the Football World Cup. Combining a compelling product roadmap, and the momentum of a new brand, with continued cost management, BenQ Mobile has set out to achieve financial stability and profitability by the end of 2006.

The new product brand BenQ-Siemens was launched in January 2006. It brings together the engineering heritage of Siemens with the consumer design skills of BenQ, to create a distinct market position that BenQ Mobile will continue to invest in. From a product perspective, BenQ Mobile has presented an enhanced roadmap with a strong emphasis on UMTS, pioneering display technologies and multimedia capabilities. It has shown clear ARPU relevance and major operators worldwide are listing the new flagship handsets. Underpinned by a continued focus on cost reduction, by driving synergies across the value chain, BenQ Mobile is applying this approach to create solid foundations that will enable it to achieve future growth from 2007 onwards.

 

The trio of phones launched today showed how the company is capitalizing on two industry mega-trends - ultra slim design and high speed data transfer – and how it is continuing to build on the complementary skills of both BenQ and Siemens. Earlier this year BenQ Mobile united both trends in the EF81, its first dual-branded product. The new flagship EF91 goes further and will be the first HSDPA mobile phone to reach the market – a technological milestone. It has already been listed by T-Mobile and Vodafone. The roll out of the product is timed to coincide with the Football World Cup, to drive maximum consumer interest, but BenQ Mobile has also worked closely with its network partners to align with the availability of HSDPA network and services. HSDPA is seen as the most promising access technology to deliver a richer mobile experience and all major WCDMA networks are expected to be updated in 2006.

 

As well as proving its leadership in technology, BenQ Mobile also showed its design prowess, introducing one of the slimmest 3G handsets on the market, which has already been awarded a coveted iF product design award 2006. The S81 is only 13 mm slim but offers top of the range 3G functionality in an understated design. The third product, the EF51, is an all-in-one music powerhouse that has been totally developed for avid music lovers and demonstrates how BenQ Mobile’s is offering clearly positioned products, which resonate strongly with identified consumer needs. Its hybrid design, which has a music control pad in closed mode, also reflects just a few of the multimedia strengths of BenQ Mobile.

 

Clemens J. Joos, CEO of BenQ Mobile comments “ Our competitors have talked about HSDPA, but I am proud that BenQ Mobile will be the first manufacturer to bring this technology to market –a significant achievement. The three mobile phones that we have launched today, under the BenQ-Siemens brand, demonstrate how we are enhancing our portfolio through design and importantly though an expanded 3G offering. In the coming months we will continue to lead with surprising products and we will build on alliances with major customers worldwide.”

 

BenQ Mobile has also forged partnerships to create a differentiated offering. The new EF51 handset will support core Windows Media technologies from Microsoft, including Windows Media Digital Rights Management (DRM), Windows Media Audio (WMA) and Media Transfer Protocol (MTP). These technologies provide the EF51 with seamless connectivity to Windows-based PCs and allow access to the host of content from Windows Media-enabled services available around the world, including portable subscription offerings.

 

“The breadth of Windows Media-based content offerings is driving demand for compatibility in the mobile space ,” said Kevin Unangst, director of Windows Digital Media at Microsoft. “ By supporting Windows Media technologies and delivering innovative handsets, BenQ is advancing the mobile handset as a personal music device.” Clemens J. Joos states “Content is increasingly important for driving consumer demand in the industry. BenQ Mobile will enable the full spectrum of multimedia content to offer consumers compelling products and forge partnerships to enhance their experience.”

 

The fusion of complementary skills driving BenQ Mobile is becoming increasingly apparent. With six phones now launched under the BenQ-Siemens brand the partnership is building on its united capabilities, carving out its distinctive position in the industry and moving closer to turning around the business for long-term success.