Samsung announces new business brand for Europe
Published: 27 November, 2008
With smartphones set to be the savior of some vendors during the downturn, Samsung has launched a new sub-brand for high end devices geared to business travellers in Europe, a still-buoyant segment in terms of mobile adoption.
The brand, Bizbee, will target users who make heavy use of phones for data, internet and secure connectivity while on the move, and may even carry a smartphone instead of a notebook in many situations. The first device in the BizBee range will be the i780, which will launch first in the UK, Nordics, Spain and the Netherlands, starting this month.
The device runs Windows Mobile 6.1 and includes an optical mouse and stylus, and a Qwerty keyboard. The whole range will be supported by a new print and outdoor advertising campaign scheduled to run in 10 European countries starting in November and December, with the slogan 'BizBee - Business Unlimited'.
In a statement, Young Chul Park, chief marketing officer at Samsung Electronics Europe, said the strategy was designed to "penetrate the business market further and strengthen our position in the smartphone category". This will be a key tactic to improve Samsung's position against Nokia in one of the Finn's strongest territories.
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