KUWAIT : Nokia on Sunday presented a range of its latest mobile products, which include Nokia 7900 Prism, 5310 and 5610 Xpress Music. After completing Nokia's pivotal consumer segmentation study, the company developed the new products based on the lifestyles and requirements of the young, fashion-conscious and sociable mobile users in Kuwait. Aimed at understanding consumer needs and preferences, Nokia conducted face-to-face interviews with different communities while observing certain behavioral patterns, trends, values and attitudes as well as the way people use technology to understand the consumers and their unique requirements for an increasingly mobile age.
Segmentation
Through the segmentation study which, to date, is one of the most comprehensive research work in the global mobile industry, Nokia has identified a number of target segments and developed mobile devices, solutions and experiences that fit precisely into the lifestyles of the users. According to the study, Kuwait mobile users are mostly young, educated, hardworking, sociable and fashion-conscious people, who enjoy listening to music and seek accessories that fit their lifestyles, not just a mobile phone. Nokia's latest products -- Nokia 5310, 5610 Xpress music phone and Nokia 7900 Prism include music, games, camera and other multimedia options inside stylishly designed and unique handsets, which have been designed to fit the specific needs of Kuwait's young and fashionable sector devices which incorporate music, gaming and fashion.
Speaking at the launching of the latest Nokia products at the Marina Hotel, Head of Sales and Portfolio Management for the Middle East and Africa Christophe Corsi said, "the segmentation study played a pivotal role in the development of devices that are relevant to the unique needs of different users. "Understanding the consumer is vital. We are able to connect to various mobile users across the globe starting from the initial product design to sales and customer care." Nokia's success is dependent on two simple elements in designing the devices: simplicity -- for devices that are sleek and easy to use, and relevance -- for devices that are suitable to specific consumers and local tastes.
The company also explores other ideas for new and different types of shapes and materials that will appeal to the varied tastes of the consumers. Nokia 5310 and Nokia 5610 Xpress Music are both functional and fashionable, which come in different shapes and materials such as aluminium panels and a variety of colour combinations. These products were developed based the company's core strengths of usability, high quality and innovative features while keeping in mind the needs of the consumers, Corsi added. Nokia 7900 Prism, the latest product for fashion-conscious users, was launched in the Middle East in late October. It has set a precedent in the fashion world when UAE-based designer, Aiisha Ramadan, unveiled a new line of clothing completely inspired by Nokia Prism, during the Dubai International Fashion week.
Some of the characteristics of the phone include cutting-edge colours, bold geometric patterns and a range of different materials and graphics, which appeal to the tastes of fashion-conscious Kuwaiti users as reflected in the fashion collection. "A fundamental element of Nokia Prism, which drew such an inspiration, is its uniqueness. Each Nokia 7900 Prism phone might look the same but consumers can still choose from a huge variety of elements that suit a certain mood or style like the changing colour scheme. "Other elements, like the rolling screensaver, however, are completely unique among all the phones and can not be replicated," said Yolande Pineda, Communications Director for the Middle East and Africa. Aiisha's collection of dresses includes other elements of the device's design where the concept of opposites is incorporated.
Textures
The device features different textures including matte, shiny, clear and opaque. In addition to this, the phone features a futuristic element inspired by architecture -- with industrial looking materials of dark, steel and black, mixed into sharp lines, beveled edges, asymmetry and geometry, Pineda explained. "We are increasingly realizing that fashion plays a crucial role in the mobile phone industry. "With consumers requiring mobile devices that will fit into a growing number of lifestyles, consumers look for personalized mobile experiences that add value and pleasure to their lives while viewing their devices as an expression of identity. "Along with our consumer segmentation study, being up to date with these trends has allowed the company to continually offer the right mix of products and solutions for consumers -- wherever they are in the world, whatever segment they are defined by and whatever their needs are," Pineda concluded.
By Abubakar A. Ibrahim
© Arab Times 2007
