NEC to 'Get Personal' in China
Japanese electronics firm NEC aims to double or triple its shipment of mobile phones and build its brand into the most respected and innovative in the Chinese market. The company had launched a branding strategy called “Get Personal” to shorten its distance from customers. NEC (China) is to release about 20 models in the second half of the year and the product line will extend from its current high-end segment to middle and low-end customers.
According to market research firms, NEC is the biggest player in terms of delivery of 3G base stations in the world, but its market share in the handset market in China is far from the top five. In order to change that situation, NEC Telecommunications restructured its organizations in the world’s largest mobile communications market and integrated related units in NEC (China) headquarters: Guilin, Xi’an, Tianjin and Wuhan into NEC Telecommunications (China) in May. Continue >>