Panasonic is planning a ‘comprehensive’ advertising campaign targeted at ‘style seekers’ in a bid to create a buzz for its flagship Eluga phone.
The device will go on sale in the UK next month and marks Panasonic’s return to the western European mobile market. Toshiya Matsumura, general manager of Panasonic System Communications Europe, told Mobile the business planned to capitalise on its Japanese market position.
He said: ‘The smartphone has changed the global industry – making it easier to create products for multiple markets. We are entering a market which we know has huge potential for growth, and we are doing it with a great-looking phone built on the most popular operating system.’
The Eluga will initially run Android 2.3 Gingerbread (upgradeable to Ice Cream Sandwich) on a 1GHz processor and is both water and dust proof. Matsumura said the unique selling point of the device was its ‘fashionable, slim design’ – it weighs just 103g.
Matsumura added that the manufacturer conducted ‘extensive’ research into the European market and will be targeting the phone at ‘style seekers’. ‘Our aim is provide beautifully proportioned phones that suit the lifestyles of our audiences and are easy to use,’ he said.