Epic Mobile News

Newsletter Subscription
Subscribe to our Dynamic News Content Feed Subscribe to our RSS Feed

LG and Prada Team Up For Third Phone
The phone maker has joined with the fashion label once again to create a shiny new handset.

New Battery 10x Capacity 10x Charge Speed
Scientists have redesigned a lithium-ion battery to allow it to charge ten times faster and hold ten times the charge of a standard cell.

BBM Music Busts Into Britain
RIM releases the BBM Music service for a hungry British crowd.

 

Motorola targets women with the Moto Jewel

Motorola targets women with the Moto Jewel The Moto Jewel, a mobile phone aimed at the female market, could lead to Motorola recovering its sales sparkle.

The handset will be available from November, initially through an exclusive contract with the Carphone Warehouse, and is sure to catch the eye with its jewel-shaped design and mirror finish.

Motorola is widely-considered to have lost ground after the success of the Razr phone a few years ago but the Moto Jewel could be about to change all of that.

Cutting-edge mobile music capabilities should enable the phone's users to enjoy easy transition from phone to music and back again as it allows one-touch access to the library and pauses music as calls come through.

Website mad.co.uk has pointed out that Motorola is not the first manufacturer to target the female pound.

Samsung already has a range of women-specific models including a pink phone with a menstrual calculator and pedometer.

Figures quoted by mad.co.uk show that pink phone sales only have a 60/40 majority of women, suggesting there are a lot of men out there who are either colour blind or confident enough in their own skin to sport a daringly-coloured accessory.

Strategists face a problem in marketing 'pinked-up' phones. They can risk alienating half the population.

Lessons are still being learned from Nokia's decision to bring out the L'Amore range of handsets last year. These devices had a Levi's 501 tag that were aimed at women but still had some appeal for male buyers. Consumers never warmed to the phones.

For unknown reasons advertisers can often find that they are on safer ground when marketing products exclusively at a male market. When Yorkie chocolate bars were re-launched in 2002, TV ads showed women attempting to purchase the 'macho' bar by dressing as builders in hard hats and gluing on fake beards.

Whether men will don such elaborate disguises to buy the Moto Jewel remains to be seen.

Industry News posted on 21 October 2008

Have your say - Post a new Comment!

Heading:
Comment:
Anonymous: