V.small V.light V.desirable ...
and now V.colours
Introducing the Motorola V.3688
in two new colours
Express Yourself
¥ Now exists in three distinctive and
unique colours:
- Black
- Radar Blue
- Titanium
¥ 1999 Motorola Quantitative
Research showed the new colours
to be:
- Classy
- Smart
- Bright
- Eye-catching
- Modern
¥ V. series launched in March 1999
in EMEA as the smallest and
lightest GSM Dual-band phone in
the world
¥ Black colour well received by
consumers
¥ Launched with heavyweight pan-
EMEA advertising
¥ Supported by dedicated PR and
promotional material
¥ Distributed in all mainstream
outlets
The Story So Far
The Brand Promise
¥ Show your world that
youÕve made it
The Brand Character
Ð Stylish
Ð Outgoing
Ð Trend-setting
¥ Those who seek products that will help
them feel important within their group
¥ Those who like to have fun by keeping in
touch with their friends
¥ These consumers choose products with
badge value to convey an image of
success
¥ Men and women between the ages of 18-34
¥ Those who are more willing to pay for
products they value
¥ They like to be noticed using a distinctive
communications device
Target Consumer
Key Benefits
¥ Functional
Ð One of the smallest and lightest
phones in the world
Ð Ease of use, portability
Ð External badge
¥ Emotional
Ð ÒLook at MeÓ: Tells everyone
that I have style
Ð Colour for colourful me
Ð IÕm modern, elegant, youthful
and fun
Ð Self fulfilment and self expression
Product Features
¥ Amazingly small and colourful
¥ SMS (Short Message Service)
capable
¥ VibraCallª alert
¥ Optimaxª full graphics
¥ Hands-free headset accessory
¥ New mini Rae charger
¥ Increased talktime and standby
time due to new 600 mAh LiIon
battery as standard
Quick Reference Guide
Basic Operation
Quick Access Interface
Store to Phone book
Quick Reference Guide
Memory Dialling
Quick Reference Guide
Special Features
Control
¥ Customisable Quick Access Menu
- Place nine of your most frequently
used features in your own personal
menu so that they can be accessed
with just two key presses. Icons make
each feature easy to identify.
Power
¥ Superb battery performance
Each phone is capable of several hours
conversation or several days standby,
but is still small and light. Use both 900
and 1800 MHz bands for greater call
success and allow wider roaming
opportunities.
Quick Reference Guide
Special Features
Discretion
¥ VibraCallª - In locations where
you donÕt want your phone to ring, or
which are too noisy to hear your phone
ring, your phone can vibrate to alert
you of a call.
¥ Wearable Holster - Wear your phone in
a stylish holster on your belt. It is small
enough and light enough to keep with
you almost anyway.
¥ Stop Call Alert - Press either volume
buttons when the phone is ringing or
vibrating. This will stop the alert but
not answer the phone.
Quick Reference Guide
Special Features
Personalityª
¥ Unique to Motorola. Personality ª
allows you to personalise the way you
use your phone - for example, different
ringer tones, a phone book and
network selection preferences - all
presented with clarity and simplicity,
identifiable with an symbol.
Data Solutions
Smart CELLectª
PCC9050
56k Global Modem
PC Card
PCC9560
Accessories
Carry Solutions
Hands-free
Accessories
In-car
Accessories
Chargers
Car Kits
Smart Handset
Smart Leather Case
Black CCA9060
Tan CCA9061
Leather Pouch
Black CCA9050
Tan CCA9051
Plastic Holster
CCA9150
Portable
Hands-free Kit
HSK9000
In-car Phone
Charger
CLA9000
Mini Travel Charger
with Euro Plug
CHA9050
With UK Plug
CHA9060
Mini Desktop
Charger Base
CHA9250
Professional DSP
VR Hands-free
Car Kit
HFK9450A
Smart Handset for
DSP Car Kit
HSK9380
New Packaging
¥ KAG TO DROP IN VISUALS UPON APPROVAL
After Sales Service
¥ General consumer helplines for pre
& post sales enquiries (same No. as
cellular & paging)
¥ 12 months warranty
¥ Helpline for advice on service
policy
An Integrated Pan EMEA Advertising,
PR and POS Campaign
¥ 30 second TV Commercial available to all
markets from September
¥ New Print campaign featuring designs from
Mathew Williamson (leading fashion
designer) from October
¥ Specific market media (e.g. Use of buses
during London Fashion week)
¥ Market specific PR activity focusing on
driving awareness of new colours in a stylish
and fashionable way
¥ Eye-catching POS and merchandising
materials based on the print creative
Summary - Launch Plan
¥ Launch of 2 new colours
¥ New logo and graphic that builds on
style and brand character of stylish,
outgoing and trend setting
¥ New TV and Print campaign
supported by heavyweight PR, POS
and merchandising
¥ Product in market 30 September
¥ TV Commercial on air from September
¥ Print Campaign from October
V.small V.light V.desirable V.colours
/
