NEC Telecom China to Launch Get Personal Brand Strategy
NEC Telecom China to Launch Get Personal Brand Strategy

NEC Telecom China to Launch Get Personal Brand Strategy

NEC Telecom China to Launch Get Personal Brand Strategy

NEC Corporation today announced that NEC Telecommunications (China), a new company and a business entity established in May 2004 to actively pursue mobile solution business in China, introduced a new branding strategy “Get Personal” (Chinese-English translation) to further expand its mobile business in China. Along with the campaign, NEC reveals its new strategy to enter into the mid-low range product market segment to appeal to a wider range of consumers in China. The three N10X series of products with seven color variations, which are also being announced today, are one of the key products for the new strategy.

“Get Personal” is a new branding platform to help NEC increase its awareness in the telecom arena and build brand loyalty in China. We are aiming to position the company as the most creative, leading mobile solutions company in China within 3 years. More than 20 varieties of mobile terminals will be introduced in China this year. This new branding strategy will be a dynamic step towards strengthening NEC’s presence in the Chinese mobile market,” said Brian Lu, President of NEC Telecommunications (China).

“Our latest challenge regarding current brand perception is to create a unique, human and user-friendly image, showing NEC’s deeper level of communication with consumers by defining ourselves as a “people company,” which proactively reaches out to customers to gain knowledge about their needs in China. Then, customers can acquire not only the latest state-of-the-art technology but also a mobile phone that suits their own taste.” said Wang Shanqi, Vice President and marketing director at NEC Telecommunications (China).

The new models introduced today are “N109”, “N100” and “N110”. They target a wider range of people, from business to individuals, with friendly, simple and stylish designs. They are equipped with 300,000 pixels digital camera with various camera functions, 2.0 inch color large TFT screen with 65,000 colors, 40 polyphonic ring tones and also support JAVA.

“China is one of NEC’s most important markets where NEC can demonstrate its full competence in mobile internet and 3G. Now President Lu has come on board he is actively expanding businesses with his market know-how in branding product planning/marketing and retailing. NEC expects further strong initiatives by NEC Telecommunications (China) will help create the market and aid NEC in obtaining a leading position there,” said Susumu Otani, Associate Senior Vice President and head of NEC’s mobile terminals business unit.

About NEC Telecommunications (China)

NEC Telecommunications (China) is a company and also a business entity that promotes mobile internet and 3rd generation (3G) mobile business. The company plays a key role in leading NEC’s global SCM of mobile business; promoting local development and branding and, at the same time, pursuing further cooperation with mobile operators to develop the most appropriate solutions that are in line with the development of the mobile industry. Its leading position in mobile Internet technologies and high-value-added mobile Internet terminals in Japan and other parts of the world has given NEC an edge for its rapid business expansion in China.

In the mobile infrastructure area, NEC is also reorganizing its business structure to strongly commit itself to the 3G mobile business in China with its leading position in commercial 3G deployment. Under the leadership of President Lu, the new structure will further introduce its total mobile solutions to China, ranging from 2.5G and 3G mobile terminals to total mobile network infrastructure systems, mobile application platforms, telecom software, and other advanced technologies. Working closely with local mobile carriers, NEC is also actively participating in local mobile field trials and launching attractive mobile terminals and services.

About NEC’s Mobile Business

NEC is a total solution provider for 3G and mobile Internet. It has been involved in every first-stage rollout of 3G systems worldwide. It is also responsible for developing the first 3G handsets for the world’s first 3G networks. NEC has competence in the mobile Internet field with its mobile infrastructure system, mobile application platform and its impressive portfolio of contents. NEC’s mobile handsets are known for their prominent technologies including large color screens, built-in cameras and other functions that make them ideal for use in the mobile Internet.

About NEC’s Business Development in China

NEC has been involved in businesses in China for more than 30 years, contributing to the deployment of most telecommunications infrastructures such as public switching systems, optical transmission systems, microwave systems, broadcasting infrastructure systems and enterprise communication systems. It has also pursued
technology transfer to local joint venture partners. Currently, NEC is focusing on computers and communications software development, semiconductor design, system integrations and basic research and development activities by cooperating and mutually leveraging competences among Japanese and Chinese engineers. In every aspect of NEC’s business management, China has become an important market.

About NEC Corporation

NEC Corporation (NASDAQ: NIPNY) (FTSE: 6701q.l) is one of the world’s leading providers of Internet, broadband network and enterprise business solutions dedicated to meeting the specialized needs of its diverse and global base of customers. Ranked as one of the world’s top patent-producing companies, NEC delivers tailored solutions in the key fields of computer, networking and electron devices, by integrating its technical strengths in IT and Networks, and by providing advanced semiconductor solutions through NEC Electronics Corporation. The NEC Group employs more than 140,000 people worldwide and had net sales of 4,906 billion yen (approx. $47 billion) in the fiscal year ended March 2004.For further information, please visit the NEC Corporation home page at: ?Company_Show.asp?compid=1296

Akiko Shikimori
NEC Corporation
Tel: +81337986511/+819054337171