Kyocera Wireless Corp. Dials Up the Youth Market
Young consumers get new choices in stylish, feature-rich wireless phonesNew Orleans - March 17, 2003 - Young consumers were a key focus for Kyocera Wireless Corp., North America's leading manufacturer of CDMA wireless handsets, as the company revealed its 2003 product lineup today at the CTIA Wireless 2003 trade show in New Orleans. More than half of the company's new product portfolio was designed with the rapidly growing young and fun demographic in mind.
"Young people are passionate about everything from fashion and music to their hairstyles," said Don McGuire, vice president of global marketing at Kyocera Wireless Corp. "By offering products for everyone from the 'mobile newbie' to the 'fashion fiend' to the 'extreme multitasker,' we're giving young consumers choice in how their mobile devices can be extensions of their lifestyles."
Given this premium on choice and self-expression, Kyocera Wireless Corp. announced five new devices with an array of features and designs. Leading the way was KURVTM, a unique new premium converged device that brings together the best of wireless telephony with the best of gaming, music and visual entertainment. Kyocera's SliderTM, with a brilliant 65,000-color display that slides up to reveal the phone's keypad, is equally at home with a pair of casual jeans or the hottest name-brand club gear. Finally, Kyocera's PhantomTM, RaveTM and BladeTM Series handsets feature hip and edgy designs and a wealth of features for cost-conscious young users.
"We've been impressed by the lengths to which Kyocera has gone to really understand and serve this segment of the market," said Eric Engstrom, who co-invented Microsoft DirectX technology that developed into Xbox before becoming CEO of Wildseed Ltd., with whom Kyocera is working on KURV. "Having worked with this age group for many years, I know it requires great attention and focus to become a brand of choice and I see Kyocera making a very strong move in that direction."
Kyocera's KURV has user-changeable Smart Skins that change the look, feel and personality of the phone while adding polyphonic ringtones, video clips, pictures, games and Web links related to the Smart Skin's design. The phone also comes with an FM radio, MP3 player, camera and multimedia messaging platform. While Kyocera's Slider is certainly set apart by its look, it also features a number of features popular to younger users, including the large color display, multimedia messaging and rich polyphonic ringtones. Rave, Phantom and Blade feature contact cartoons, downloadable polyphonic ring tones, screen shades, and accessory carabiner-like sport clips. Phantom and Rave can be user-customized with masks and faceplates, respectively, while Blade features an edgy design and an illuminated navigation "halo." Blade and Rave also incorporate an integrated flashlight.
"Success in the youth market rarely happens by accident and Kyocera is making the kind of effort it takes to succeed," said Michael Persaud, president of renowned New York-based youth marketing agency Persaud Brothers.
About Kyocera Wireless Corp.
Kyocera Wireless Corp. is a wholly owned subsidiary of Kyocera International Inc., which acquired QUALCOMM Incorporated's CDMA consumer wireless phone business in February 2000. Kyocera Wireless Corp. is a leading supplier of innovative, feature-rich CDMA handsets and accessories for customers worldwide. 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, 2002, Kyocera Corporation's consolidated net sales totaled US$7.78 billion (JP¥ 1,034,574 million) with net income of US$240.25 million (JP¥ 31,953 million).
Kyocera is a registered trademark of Kyocera Corporation. KURV, Slider, Phantom, Rave and Blade are trademarks of Kyocera Wireless Corp. All other trademarks and product names are the property of their respective owners
John Chier, Kyocera Wireless Corp.
phone 1-(858) 882-3543
Kim Coutts, Fleishman-Hillard for Kyocera
phone: 1-(619) 235-9995