Siemens aims to cause a buzz in Asia-Pacific

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MANILA -- Siemens, Germany's largest telecommunications supplier, is to launch in Asia-Pacific a $47 million advertising and promotional campaign for the S10, the world's first mobile phone with a large color display screen and 10-hour talktime.

Entitled "Zen," the new TV ad created by Ammirati Puris Lintas, Singapore, is the first regional campaign to use Asia's current financial crisis. It will demonstrate how the S10 provides the features that conquer any situation.

According to Stephan Herrlich, general manager for Siemens Mobile Phones-Asia- Pacific, the commercial will be shown in five languages -- English, Bahasa Indonesia, Bahasa Malay, Mandarin, and Taiwanese Mandarin.

The S10 will be the first of several Siemens mobile phones to be launched in the region over the next six months.

"In the S10, we have the next generation of mobile phones," says Mr. Herrlich. "The color screen is just one of many technological innovations. Users now demand longer usage times without special batteries. The S10 delivers 10 hours talk time and 100 hours standby, as well as a host of useful business features that help get the job done."

Siemens is currently the No. 1 mobile phone brand in Germany with a 38% market share. In Southeast Asia, it has developed a strong foothold in Indonesia and the Philip- pines with 17% and 10% markets shares respect- ively.

Copyright December 1997, Crain Communications Inc.

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