New ultra low cost mobile phones set to challenge the majors in capturing emerging and frontier market consumers

The 'Mi' range of handsets merge quality, durability, affordability and style with the introduction of the Mi100 - ultra low-cost black/white colour film LCD, Mi200 -low cost colour, Mi200f low-cost colour plus FM radio and Mi220f - low cost colour with FM radio and VGA camera.

'The aspirational demands of emerging market consumers present fertile ground for the 'Mi' range of products which seamlessly combine affordability with best of breed technology, quality assurance, slick packaging and multi-faceted marketing campaigns', says Alpesh Patel, Global Sales Director for 'Mi'.

'We recognise the increasing demand from emerging market consumers for mobile products that guarantee peer status through brand positioning backed up by manufacturing excellence and localised support systems', he continued.

The 'Mi' range is manufactured by a leading OEM/ODM house in the Far East. Quality certifications ISO 9001, 14001, 18001 are ensured through extensive world-class manufacturing, functionality tests, QA testing and QAD lab testing.

'We believe the key to ensuring sustainable market penetration is to provide our customers with rapid and flexible solutions in terms of speed to market backed up by various customisation options such as; SIM-locking, unique ring tones, wake-up graphics, synergistic packaging, product colours and collateral branding,' states Patel.

The 'Mi' target market is young (16-30 years old), techno-savvy on a global level but often compromised by lack of access to state-of-the-art mobile technology through untenable pricing.

With sales offices in Dubai and distribution centres in Johannesburg and Mauritius, 'Mi' is strategically placed to effectively penetrate key consumer markets within Africa, Middle East, Central and South Asian territories.

Positioned as a lifestyle brand,'Mi' and its tag line 'the world is yours', embraces the core of the emerging market zeitgeist which demands freedom of choice, quality and equitable access to world class technology.

Patel comments: 'Despite the paucity of resources often faced by youth in emerging economies, aspiration driven by a desire to create a better future for all defines the essence of this exciting consumer group. Through innovative marketing strategies, 'Mi' is poised to become the lifestyle accessory of 2008 and beyond.