With more Middle East markets in the testing stages for the introduction of 3G (Third Generation) mobile telephone services, demand for 3G enabled handsets is set to record incremental gains, according to a senior industry source.
"At this stage of its evolution, we are seeing the 3G enabled handsets being targeted at the more specialised professional users. But with time, it will grow into a broader market," said Husni El Assi, general manager for the Middle East and Africa operations of Sony Ericsson Mobile Communications International.
To date, UAE and Bahrain are the only regional markets to have had full commercial launches of 3G services, with Etisalat and MTC being the concerned companies. The take-up rates in both markets are said to be proceeding well in line with expectations.
Some other markets are in the test mode, and Saudi Arabia's recent awarding of a second mobile phone service licence stipulates that the winner, Etisalat, can introduce both GSM and 3G in the kingdom.
Sony Ericsson has just introduced its first 3G enabled handset in the market, the Z1010, carrying a pricetag of Dh2,700 and up.
On whether the company would consider a joint campaign with Etisalat to spread the word on 3G, the official said: "While there is no detailed agenda as such, we have been talking to Etisalat about some for of co-operation in promoting the new technology.
"This is a service that will see a gradual, but growing, interest from the target consumer base."
The last 12 to 18 months have seen Sony Ericsson re-emerge as a viable contender in the global mobile phone business.
The progress has been helped by some tech heavy, but eye-catching, new models.
Globally, this has seen its market share pull in at around the 6 per cent mark, while in the 12 months ending with the second quarter of this year, the company recorded high double-digit growth.
According to El Assi, "While we cannot go into any specifics, the Middle East and Africa operations have grown at an even faster pace than the worldwide business.
"We intend to grow at more or less the same pace in the immediate future with the help of the new models, some of which could be launched towards the fourth quarter of this year."
The company yesterday held a seminar on 3G services, explaining the development of the relatively new technology over the years and its full-fledged introduction as a commercial offering.
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