Siemens express

SINGAPORE — There are mobile phones and there are mobile phones. And there are consumers who, in the ever-changing world of cellular handsets, reign supreme.

Talk about a "paradigm shift." Gone are the days when the cellphone is just that – a phone. Then it became a two-way pager, thanks to texting, then a radio, a still camera, a videocam, an MP3 player, a computer, etc., and yes, even a wearable and fashion accessory. The evolution continues for this ubiquitous gadget.

Somewhere along the way, as cellphones blanketed the wireless landscape, consumers took charge, individualizing their mobiles. Rightly so. In the market of mass millions, oneness holds the key – welcome to the era of "personalization." Take your pick from the treasure trove of ringtones, icons, wallpapers, "ringbacks," "danglies," covers and casings, etc. Take a life.

Borrowing Siemens’ mantra, that’s designing for life. "I want to be seen as different from the others." That’s how Joe Weller, EVP of Siemens Mobile Phones for ASEAN, India and the Pacific, puts this express-yourself attitude.

Weller admits that the cellphone market is so much "personality-driven," especially so in Asia (compared to Europe) where the "expression market" is getting to be a "bigger category." "(Users) are getting sophisticated as the expression element grows," he says, adding that "styling and fashionability" is of importance.

Mark McCallum, regional VP for marketing, says that over time, handset makers have had to deal with "lifestyle segments" with "a clear understanding of user-type scenarios."

Siemens knows whereof it speaks when it talks about sizing up the market. "It starts with the consumers, ensuring the right starting points: the technology, the fashion trends...," says Weller. The German mobile giant, he reveals, has "trend scouts" who "hook up lifestyle trends with technologies and user scenarios." Add to that spending a lot of time churning out "ingenious solutions" to use technology "in a clever way."

So how’s the Asian mobile user in Siemens’ eyes? "More discerning about the products, looking for well-styled phones," says Weller. The Filipino user? While he’s on prepaid, he’s "looking for a lot more from phones." In terms of industry dynamics, this perhaps explains why the Asian market is "customer-driven" as opposed to Europe’s which is "business-driven," as Weller assesses it.

Given all this analysis, it looks like Siemens’ "trend scouts" are not bluffing. In the recent Asian MobileNews Awards 2004, two Siemens handsets got the users’ nod of approval — the M55 as the Best Youth Phone, and the C62 as the Best Entry-Level Phone.

Now Siemens is at it again, unveiling at the recent CommunicaAsia exhibit here two new "designed for life" mobiles — the clamshell CFX65 and the slider SL65.

As Siemens touts it, the CFX65 is for the "trend-conscious but not necessarily the trendsetters," the young and fashionable, the "social butterflies." Why not, the phone, which will be out in Asia in August, is "young, sassy and flexible."

At a glance, the CFX65’s important features are its distinctive loop antenna, integrated VGA camera with up to 4x digital zoom and LED flash, and full range of photo communication options. The flip-phone has two displays: a large 65K CSTN internal display (160 x 128 pixels) and external black-and-white display (96 x 64 pixels).

For that expression factor, the 88-gram CFX65 will be available in two color designs: Chameleon, whose color changes with the lighting, and Blue Pearl. There’s a butterfly pattern worked into the keypad around the central control keys. Add to that multimedia features such as MMS, EMS and e-mail.

"The CFX65 combines striking looks with easy-to-use technology for young, style-conscious consumers who want the latest communication options. By adding an integrated flash, we’ve made this the handset relevant to their active lifestyle," Weller says.

Siemens believes it has a winner in the SL65, too, describing it as a stunner, a standout, a jewel. The 99-gram slider phone, which will be available in September in two colors – ivory (white/silver) and ebony (silver/black) – has an integrated VGA camera with 5x digital zoom and 640 x 480 pixel resolution, and 65K TFT color display. With the attachable Flash IFL-600, a user can have automatic exposure control even in low light conditions. Wireless Java technologies offer a wide range of applications. Weller describes the handset as a "worthy successor" to the Siemens SL55 because of its form and function. Worthy, too, for mobile trendsetters, he adds.

With the CFX65 and SL65 up its sleeves, Siemens hopes to continue riding the mobile phone wave. So what’s the "trend scouts" up to next?