Samsung unleashes REX phones, targets emerging markets

[mmadhankumar]

Samsung Electronics on Thursday revealed its REX line of "smart" feature phones in India, as it looks to corner a section of the "price-constrained" emerging market consumer demographic. This pits it directly with rival Nokia, which has seen positive sales of its low-cost Asha mobile phones.

In a statement Thursday, the South Korean electronics manufacturer revealed four new phones--the REX 60, REX 70, REX 80, and REX 90--and touted them as a series of "smart" feature phones which "combine intelligence and capability to deliver an accessible, next-generation mobile experience". Screen sizes range from 2.8 inches to 3.5 inches with QVGA touch-screen capability, and cameras ranging from 1.3 megapixels to 3.2 megapixels, it added.

"REX devices are designed to seamlessly prioritize and consolidate essential mobile functions that matter most to customers across diverse markets. The result is an extraordinary end-to-end mobile experience with the best value for money," said JK Shin, president and head of IT & mobile communications division at Samsung Electronics, in the statement.

A separate report by The Hindu Thursday noted the prices for the four phones are between INR 4,280 (US$79.37) and INR 6,490 (US$120.35). Unlike its Galaxy series smartphones, however, the REX series phones run on Java and supports the company's TouchWiz user interface (UI) and access to its app store. None of the handsets support 3G connectivity either, it noted.

It said the mobile phones will be available across India from February and is targeted at the country's youth and first-time job holders. It will be launched next in other emerging markets such as China and South America, the report added.



Read More: Samsung unleashes REX phones, targets emerging markets | ZDNet