Rumor: China Mobile to Adjust OPhone Strategy

CCID, 8/03/10

A source close to China Mobile (NYSE: CHL; 0941.HK) revealed today that the operator could adjust its OPhone strategy, with a focus on releasing several "flagship model" high-end OPhone handsets and making OPhone a shorthand term for the operator's high-end handset offerings. Meanwhile, China Mobile will adopt a strategy of releasing reference boards for mid-range OPhone smartphones while no longer emphasizing the products' OPhone identities, using the reference board strategy to strengthen support from and control over the product chain for the handsets. The source stressed, however, that this strategy has not yet received final confirmation.

Editor's Note: For more background on this topic, please see "Leadcore to Release Ophone Reference Board" MD 9/02/09 issue.

Keywords: marketing branding China Mobile handset strategy wireless OPhone CHL 0941.HK high-end smartphone mid-range

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