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Grundig Mobile at CeBIT 2005 - brand outsourcing or a new name for Vitelcom
The prehistory of the appearance of a well-known manufacturer Grundig in the 26th hole at CeBIT is the following. In the end of 2004 Nokia brings an action against a Spanish Vitelcom company. And a fact of the matter is GSM and GPRS license violation. First, Vitelcom pled not guilty and brought a counter-claim for damaging its image. In the end, all these finished with an agreement of lawsuit on the 24 of January 2005, the sum the companies agreed about is unknown. The company's image id really damaged greatly and practically it admitted patent violating (or just stealing the technologies). In two days after the agreement of lawsuit Grundig and Vitelcom signed an agreement licensing the brand on the 26 of January. The matter is Vitelcom gets exclusive rights to launch its products under the brand of a well-known Grundig in Europe. Though the agreement supposes closer collaboration in future, its main purpose is solving the problem of a spoiled Vitelcom's image. We do not except Grundig paid indemnity to Nokia also. Now let's look at that interesting at the company's stand.
The company introduced six new phones and the first of them is Grundig A110. That is the maximum plain model only for phoning. Its colour screen shows 4K that is too few even for the $100 segment. The device shouldn't cost higher than $75 otherwise it won't be popular. The design is rather good.
The M130 distinguishes in Bluetooth, FM-radio that is very seldom for low-end models. Other characteristics are ordinary - 65K display, a VGA-camera, 32-tones polyphony, Java, IrDA. The dimensions are 100x44x17 mm while the weight forms 70 grams.
The M240 slider rouses direct associations with similar phones design by Samsung. There is a TFT screen, 64-tones polyphony, 1.3 MP camera. No Bluetooth support. The dimensions are 85x41x21 mm at the weight of 83 grams.
The I-mode Step 2 and FM-radio supporting Grundig G342i has rather a large screen and original keypad design.
The Grundig G402i is one more I-mode phone with the maximum characteristics for its model line (IrDA, Bluetooth, FM-radio, large TFT display).
The C310 is the only one CDMA-phone by the company.
The company started forming its model line. Some of the presented phones are interesting and may have high sales at a good price. Many things will depend on whether Grundig and Vitelcom's collaboration will continue at the level of only licensing the brand or it will get closer. But we shouldn't overestimate the company's chances since Grundig is not an IT-giant having only 450 people of staff.
Published 17 March 2005
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