Siemens takes a radical step in the mobile phone market by launching the brand that will create the fashion accessory phone category – XELIBRI
In a bold move to reinvigorate growth in the mobile phone market, the Siemens Information and Communication Mobile Group (Siemens mobile) has created a new collection of personal communication devices in radically new shapes and wearable designs with simple voice functionality. XELIBRI accessories will be sold over new channels, primarily via department stores and fashion retailers. They will be marketed as fashion items with two collections per year. The new fashion accessories will be sold initially in China, incl. Hong Kong, France, Germany, Italy, Singapore, Spain and the UK from April 2003, and in further markets from September 2003.
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"XELIBRI products are fashion accessories that make phone calls. Today, most people buy the mobile phone that looks the best, and many have a habit of showing it off. This shows that mobile phones are potential fashion accessories like watches, handbags, and shoes. We envisage the scenario where people will own many fashion accessory phones and wear the one that matches their mood, the occasion, or their attire", said George Appling, President of XELIBRI.
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