A Fashion for Phones

• 作者: MINHHOANG
• 来源期刊: 中国外经贸：英文版
• 学科: 经济
• 关键词: 中国 移动电话 市场特征 消费行为 手机制造业
• 年，卷（期）: 2004,（3）
• 页码范围: 42-43
• 页数: 2页
• 分类号: F426.63

摘要

In a bold move intended to reinvigorate growth in the global mobile phone market, Siemens Mobile last year created Xelibri. This new handset range of radically different shapes and wearable designs has been positioned in the market as a fashion accessory rather than as a communications tool. Both the phones and the accompanying advertising campaign are treating Xelibri as a fashion brand, with handsets being sold in department stores and fashion outlets as well as specialist handset retailers. Two months after the launch in Europe, Xelibri made their Asian debut in Hong Kong,Singapore and China in June 2003.