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KYOCERA Wireless Announces Strong Growth, New Branding and Advertising Strategy in Latin America

Company increasing brand recognition with focus on providing stylish, easy-to-use wireless handsets to Latin America and the Caribbean

Buenos Aires - (September 21, 2004) - Kyocera Wireless Corp (KWC), a leading manufacturer of CDMA cellular phones, today announced increased growth in the sales of its wireless handsets in Latin America, attributed in large part to the continued expansion of CDMA2000® carrier services in the region as well as Kyocera's diverse portfolio of stylish, easy-to-use mobile phones. The company also officially debuted a new branding campaign based on the premise that there is genius in simplicity, with outdoor and television advertising that has begun throughout Latin America over the past two weeks. Kyocera's Latin American division experienced exceptional growth in 2003. During KWC's fiscal 2004 (from April 1, 2003 to March 31, 2004), revenues for Kyocera Wireless' Latin American division increased by 135 percent over the previous year while handset shipments increased by 173 percent. Moreover, to assure continued growth and expansion in the region, Kyocera is currently working with 31 wireless carriers in 19 countries in Latin America and the Caribbean, offering 19 unique and diverse handset models.

"Our fiscal 2004 proved to be the most successful period of growth in Kyocera Wireless' history, lead by a strong demand for stylish, easy-to-use CDMA phones in the Latin American marketplace," said Lee Ittner, vice president of international sales and business development at Kyocera Wireless Corp. "As we roll out our brand and advertising campaigns in key markets such as Brazil and Argentina, we look to continue our substantial growth during the second half of fiscal 2005 as well."

According to industry analysts Gartner Group, Brazil drove much of the strong growth in cellular phone sales in Latin America during 2003 along with Mexico and the recovery of Argentina, three of Kyocera's key markets in the region. Expanded relationships with leading carrier partners in the region have allowed Kyocera Wireless to further capitalize on the growth in these critical countries.

The strong growth experienced by Kyocera Wireless is also attributed to a wide selection of products offered, which has allowed operators around the region to better segment their user bases with products that satisfy their customers' unique needs. Kyocera will continue expanding its reach to users who love the latest technological developments and also to those who are just looking for a simple phone that is easy to use without sacrificing style.

In addition to launching a new corporate brand and advertising campaign in Latin America, Kyocera Wireless also announced today that two new phones - the Kyocera SoHo and the Kyocera KX440 - will also be entering the Latin American market in October 2004. The SoHo is the company's first phone designed by BMW Group DesignworksUSA, Kyocera Wireless' new industrial design firm, and has been built from concept with simplicity and ease of use in mind. With a unique asymmetrical design, changeable faceplates and external caller ID, the phone is stylish and fashion-friendly without sacrificing features and the user-friendly comforts Kyocera phones are known for.

The KX440 is a new Push-to-Talk (PTT) phone that gives users the ability to simply push one button and immediately talk to friends, family and business associates. Based on Kyocera's KX414 phone design, the phone features a dedicated button on the side of the phone that literally allows a user to simply push and talk, allowing for quick and easy conversations on the go.

Kyocera's new brand strategy is based on the notion that every ounce of organizational genius is directed to one goal - making the phone experience as simple as possible for the user. This operating belief in the genius of simplicity will be the driving force behind all of the company's functional groups including handset designs, marketing, communications, advertising, operations and packaging, among others.

"Though we've been very successful in the Latin American market over the past two years, Kyocera still really hasn't had much of a brand recognition in the region to help further push sales of our handsets," said Don McGuire, vice president of global marketing and North American sales at Kyocera Wireless Corp. "With the outdoor and television advertising we have recently kicked off and co-branded marketing efforts we'll continue with our operator customers, we expect to significantly increase our brand awareness as well as our sales in Latin America and the Caribbean in 2005."

About Kyocera Wireless Corp.
Kyocera Wireless Corp. is a leading supplier of innovative, feature-rich CDMA wireless devices and accessories for customers worldwide. Kyocera Wireless maintains an operating belief in the genius of simplicity and strives to make the wireless experience as simple and intuitive as humanly possible. The company is a wholly owned subsidiary of Kyocera International Inc., which acquired QUALCOMM Incorporated's CDMA consumer wireless phone business in February 2000. Based in San Diego, the company is ISO-14001 and ISO-9001 certified and has won city, state and federal awards for its environmentally friendly manufacturing and recycling practices. For more information, please visit www.kyocera-wireless.com.

Kyocera Corporation, the parent and global headquarters of the Kyocera Group, was founded in 1959 as a producer of advanced ceramics. By combining these engineered materials with metals and plastics, and integrating them with other technologies, Kyocera has become a leading supplier of telecommunications equipment, semiconductor packages, electronic components, cameras, laser printers, copiers, solar energy systems and industrial ceramics. During the year ended March 31, 2004, Kyocera Corporation's consolidated net sales totaled approximately US$11 billion (JP¥ 1,140,814 million) with net income of approximately US$655 million (JP¥ 68,086 million).

 

© 2004 Kyocera Wireless Corp. All rights reserved. Kyocera is a registered trademark of Kyocera Corporation. CDMA2000 is a registered trademark of the Telecommunications Industry Association (TIA USA).

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