Sony Ericsson surprises GITEX visitors with new marketing strategy

Anticipating a variety of promotional activities from close to 3,000 GITEX exhibitors, Sony Ericsson's marketing team for wireless data communication products introduced a new and simple, yet powerful way of promoting its latest series of PC Cards.

Welcome the Sony Ericsson PC Card Crew, a group of promoters in elegantly-branded outfits who will walk around the exhibition areas inviting visitors to try Sony Ericsson's latest line of PC cards. "Every year, the challenge to rise above the clutter during GITEX gets tougher and tougher. We decided that with a fully branded crew of promoters, we can engage our target audience in a very powerful way and demonstrate access to information, connectivity and mobility through our PC cards range," said Husni Al Assi, General Manager of Sony Ericsson Middle East and Africa.

Equipped with a laptop and sample PC cards, each member of the Sony Ericsson PC Card Crew underwent intensive training about the features and benefits of Sony Ericsson's PC cards. "We expected them to be talking to top executives and people who are aware about various ICT products, so we trained them to be fully knowledgeable about our products and how they can deliver the desired benefits to our target audience," explained Al Assi.

Trialability is a key factor for either new or improved products that are being introduced to the market. By offering its potential consumers the chance to try the latest in PC Card technology, Sony Ericsson is confident its superiority will not go unnoticed.

Furthermore, in creating the PC Card crew of promoters, Sony Ericsson will ingeniously cover the entire exhibition area, unrestricted by the confines of an exhibition stand.

Sony Ericsson's latest range of PC Cards provides powerful solutions for access to the internet, intranet, email and corporate network whether at work, at home or on the road. The triple band GPRS, meanwhile, provides online access in all five continents using GPRS, HSCSD or CSD. Finally, the GC79 is the world's first combined tri-band GPRS and Wi-Fi PC Card, which combines GPRS connectivity and Wi-Fi accessibility.

The series also includes the GC99 PC Card, which offers connectivity on UMTS networks at up to 384 kbps and can be used anywhere a mobile phone works.

The Sony Ericsson PC Card Crew is expected to create quite an impression in showcasing how the Sony Ericsson PC Card can help consumers go places with its premium features and superior technology.