News

KYOCERA Wireless Announces New Global Brand, Based on "The Genius of Simplicity"

Company teams with BMW Group DesignworksUSA for mobile phone designs

Atlanta -- (March 22, 2004) -- Kyocera Wireless Corp, a leading global CDMA wireless handset manufacturer, today unveiled a new global branding strategy, "The Genius of Simplicity," supported by a new design relationship with BMW Group DesignworksUSA -- the California-based strategic design consultancy -- at the Cellular Telecommunications & Internet Association (CTIA) trade show. 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.

"Last year was the best year we've ever had, due in part to our renewed, closer tie to Kyocera Japan, management changes and ability to deliver a variety of quality handsets at the right price," said Tsuyoshi Mano, president, Kyocera Wireless Corp. "While we've always been successful at delivering innovative handsets, we're making great strides in branding and marketing our company this year. Our 'simple' message will not be limited to our marketing, and will carry through every aspect of our business -- from our product development and handset designs to our marketing and internal operating practices."

"From our extensive consumer testing, we know that consumers want advanced features like high-resolution camera phones, but that their handsets must first be intuitive and easy to use phones with stylish designs," said Don McGuire, vice president of global marketing, Kyocera Wireless Corp. "Technology itself is not the answer -- but technology can significantly add to our lives if we make it 'simple.'"

The Genius of Simplicity brand message will be present in Kyocera's collateral materials, trade show presence, phone packaging, Internet presence, and future marketing communications and advertising programs globally. Some of Kyocera Wireless' thinking behind the idea that there is genius in simplicity includes:

• We believe that people love technology, if technology is nice to them.
• We keep common sense on speed dial.
• We believe that saying "embrace technology," shouldn't mean "hang on for dear life."
• Anyone can make a simple thing complicated; it takes a genius to make a complicated thing simple.

Kyocera Wireless & DesignworksUSA
A leader in combining genius and simplicity, DesignworksUSA has worked with leaders in the wireless industry for the past 15 years. The company is now designing for Kyocera Wireless in the wireless space and the Kyocera KX1, one of several new handsets being announced by Kyocera at the trade show, is the first design born out of the relationship. The KX1 features an asymmetrical clamshell design with external caller ID and interchangeable faceplates.

"There are a lot of players in the wireless industry right now and we're taking a number of key steps to ensure Kyocera Wireless stands out from the pack -- unique, innovative designs with the most relevant technology for our handsets, increased marketing and branding, and the continued use of our renowned, intuitive user interface," added McGuire.

"We have actively participated in the growth of the wireless industry from the beginning working with industry leaders and their development teams; this experience enables us to understand the emotional connection consumers have to their wireless devices and to translate it into the next generation of stand-out designs that appeal to consumers around the world," said Holger Hampf, DesignworksUSA's director of product development. "We are excited to work with Kyocera Wireless -- their desire to develop easy-to-use handsets that make a style statement gives us the opportunity to truly apply our diverse creativity."

For more than 30 years, DesignworksUSA has had a unique approach to design. With a deep understanding of future context, the DesignworksUSA studios bring the highest level of design creativity, diversity and quality to a broad but select range of premium products including cars, sports equipment, motorcycles, lifestyle products, trains, fashion, airplanes and high-technology devices. DesignworksUSA acknowledges that design must recognize key human needs and values and from these create unique design solutions. As Kyocera's creative partner, DesignworksUSA has been charged with infusing new, innovative ideas to the design process with the ultimate goal of creating feature-rich, user-intuitive handsets that answer specific emotional and technological needs of consumers.

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, California, 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, 2003, Kyocera Corporation's consolidated net sales totaled approximately US$9 billion (JP¥ 1,069,770 million) with net income of approximately US$348 million (JP¥ 41,165 million).

© 2004 Kyocera Wireless Corp. All rights reserved. Kyocera is a registered trademark of Kyocera Corporation.


CONTACTS:

John Chier
Kyocera Wireless Corp.
phone: 1-(858) 882-3543
e-mail: jchier@kyocera-wireless.com

Leasa Ireland/Melody Brue
LPI Communications for Kyocera Wireless
phone: 310-796-1936
cellular: 213-364-8702
e-mail: leasa@lpicommunications.com